InterContinental launches conversion-friendly hotel brand voco
British multinational hotels company InterContinental Hotels Group (IHG) has unveiled its new upscale hotel brand ‘voco’ to tap the conversion opportunities available in the global hospitality market.
DNA Money had first reported this development on April 16 this year wherein senior company executives had said that a conversion-friendly hotel brand was in the works. The idea behind this brand, IHG executives had said, was to speed up the growth of its hotels portfolio in India and globally.
Keith Barr, chief executive officer, IHG, said there is a significant growth opportunity for IHG in upscale and the brand ‘voco’ will help the hotel company deliver against this.