IHG’s conversion of Principal properties in the UK following the brand’s acquisition earlier this year has continued with the launch of the debut voco hotel in Europe.
Voco St David’s Cardiff is the second branded property to open in the world, following the launch of voco Gold Coast earlier this month, and has been converted from the Principal St David’s Cardiff.
The voco brand launched officially five months ago in June 2018, with the new opening in Wales marking the brand’s rapid expansion as part of 15 new signings for voco by the end of 2018.
The 142-bedroom hotel on Cardiff Bay is home to the Marine Spa and has now been redesigned with the voco colours and design.
Voco is inspired by the meaning ‘to invite’ or to ‘come together’ in Latin.
Karan Khanna, managing director, UK & Ireland, IHG commented: “We launched the voco brand in June so it is fantastic to see the brand already getting a foothold in the UK market. With a focus on conversion opportunities, voco allows us to retain the existing charm of an independent hotel whilst also bringing the reassurance of a trusted brand, along with the power and strength of IHG’s systems.”
voco is focused on conversion opportunities and strengthens IHG’s offer in the $40 billion upscale segment, which is expected to grow by a further $20 billion by 2025.
The new brand will drive significant incremental growth for IHG, with an expectation to open more than 200 voco hotels in attractive urban and leisure locations over the next 10 years.
There are expected to be more than fifteen signings in total for the voco brand by the end of 2018. IHG currently has 338 hotels operating under six brands in UK the including: InterContinental, Crowne Plaza, Hotel Indigo, Staybridge Suites, Holiday Inn and Holiday Inn Express, with another 34 in the pipeline.