What is the story about?
What's Happening?
IHG Hotels & Resorts has announced the expansion of its voco brand in Southern Europe with nine new signings and openings, adding over 1,000 keys to its portfolio. The properties are located in France, Italy, Portugal, Spain, and Türkiye, strengthening IHG's premium presence in the region. Since its launch in 2018, voco has become the fastest-growing brand within IHG's premium segment, celebrated for its flexible design and operational framework ideal for conversions. The expansion reflects voco's popularity among owners and its ability to meet rising demand for premium hospitality.
Why It's Important?
The expansion of voco in Southern Europe highlights the growing demand for premium hospitality in the region. IHG's flexible, conversion-friendly model allows for faster market entry and stronger returns on investment, appealing to hotel owners. This growth is significant for the European hospitality industry, as it caters to travelers seeking unique and inviting accommodations. The expansion also strengthens IHG's competitive position in the market, potentially influencing regional tourism and economic activity.
What's Next?
The new voco properties are set to open between 2026 and 2028, with locations in vibrant destinations such as Rome, Lisbon, and Valladolid. IHG's continued expansion in Southern Europe suggests a focus on meeting the increasing demand for premium hospitality. The company may explore further opportunities for growth in other European markets, leveraging voco's flexible model to attract more owners and travelers.
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