A strong visual identity, imperative yet flexible des standards and all the strength of the IHG network. The group wishes to convince independent hoteliers to join the brand with its contemporary universe, extensive range of services and a promise not require excessive renovations.

The new brand would be a means to accelerate hotel conversions to achieve 200 voco properties in 10 years worldwide. 

For the brand's markers, read our article voco, IHG's new promise

The group has a few key arguments to convince investors and owners to join the brand. A loyalty program includes 100 million members, a sales force and expertise in the trade that will all be accessible to owners; these services have already been implemented and uniforms are available to the hotelier within 48 hours.

5 properties have already opened under the voco brand: 2 in Australia and 3 in the United Kingdom. New hotels should open soon as 4 hotels were purchased in the United Kingdom by Covivio and will be operated under the voco brand.