Despite a sluggish hotel market, hotel group IHG is pressing ahead with expansion of its upscale voco brand.
It announced its upcoming Americas debut in New York City, and has also signed hotels in St. Augustine, Florida; and Columbia, Missouri.
All three are conversions and expected to open by early next year.
The first is the existing Franklin Hotel in New York’s Upper East Side which will be rebranded as voco The Franklin Hotel.
The Franklin has 50 rooms, as does the Voco Historic St. Augustine in Florida.
Voco the Tiger Hotel, in Columbia will feature 64 rooms.
"Voco has broad appeal in the leisure and business segments for guests seeking a more informal experience. With that in mind, there are significant opportunities to convert heritage, urban, destination and suburban properties," said IHG’s Senior Vice President of Development for the Americas, Julienne Smith.
"As the voco brand makes its debut in the Americas, it is generating terrific momentum with our initial three signings illustrating how strongly it resonates with owners."
There are currently 12 Voco properties open with 28 in the pipeline.
As well as the first US hotels, IHG also announced voco’s upcoming debut in China.
The brand has a presence in the Middle East, Australia Europe and the UK.
Written by Ray Montgomery, US editor
