What voco Hotels does

voco Hotels is a premium hotel brand launched in 2018 and operated within IHG Hotels & Resorts' portfolio. The brand runs a soft-brand conversion model that recruits independent upscale hotels to adopt the voco identity while retaining local character, and its core product is upscale accommodation supported by on-site food and beverage, meetings and event space, and signature amenities including plant-based bathroom products, recycled-fill bedding, filtered water served in reusable glass bottles, and aerated shower heads. Notable properties include voco Astoria in New York, voco Times Square South, voco Moab, voco Zeal Exeter in the UK, and voco Scenia Bay Nha Trang in Vietnam, with operations spanning Europe, the Americas, Asia Pacific, the Middle East, Greater China, and Oceania.

The underlying technology and distribution platform is fully supplied by IHG, encompassing the IHG One Rewards loyalty program spanning 7,000+ properties, the IHG global distribution system, the vocohotels.com booking channel, the IHG mobile app, and central reservation telephony. Revenue is generated through three streams: recurring room revenue from accommodation bookings, transactional food and beverage, and transactional meetings and events; pricing is property-specific and not publicly disclosed. Distribution targets both leisure and business travelers globally. Growth has been materially driven by a strategic partnership with Iberostar adding 25 all-inclusive resorts to the system and a regional pipeline of approximately 100 hotels in the Caribbean and Latin America, with Mexico accounting for roughly half.

The brand has been named World's Leading Premium Hotel Brand at the World Travel Awards for five consecutive years through 2025. Sustainability is positioned as a differentiator, with the voco Zeal Exeter property featuring the UK's first vertical solar panel installation on a hotel building, capable of producing approximately half of the property's annual electricity needs on-site. No proprietary AI/ML capabilities are disclosed at the brand level; technology investment appears to flow from IHG's central platform.

Name

voco Hotels

Legal name

IHG (InterContinental Hotels Group PLC)

Website

https://vocohotels.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

voco Hotels is an IHG premium hotel brand operating a soft-brand conversion model, serving leisure and business travelers at upscale properties worldwide with sustainability-focused amenities and IHG One Rewards loyalty integration.

Ownership category

akta.pro rank

Product category

Premium Hotel Brand / Upscale Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

Keywords

• Upscale hotel accommodations
• Hotel franchise conversions
• Premium hospitality services
• Hotel dining concepts
• Loyalty hotel stays

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Accommodation Revenue: Room bookings across the global voco hotel portfolio, serving both leisure and business travelers with premium/upscale stays
2. Food and Beverage: On-site restaurants and bars offering local and international cuisine, in-room dining, and show-dining concepts
3. Meetings and Events: Event and meeting spaces available at select properties with flexible rooms and catering options

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

voco Hotels is a premium upscale hotel brand under IHG Hotels & Resorts that operates as a soft-brand collection, offering upscale accommodations, on-site food and beverage, show-dining concepts, meetings and events, and sustainable hospitality features (plant-based amenities, recycled-fill bedding, aerated shower heads, filtered water, and on-site solar generation). The brand combines locally-inspired experiences with consistent global standards and integrates with the IHG One Rewards loyalty program.

Product overview

voco Hotels is a premium hotel brand operated by IHG Hotels & Resorts, offering upscale hospitality with a thoughtful, unstuffy approach that emphasizes locally-inspired experiences, sustainable practices, and personalized service. The portfolio includes distinct hotel properties such as voco Astoria (NYC), voco Times Square South New York, voco Moab (Utah), and voco Zeal Exeter (UK), each reflecting local character while maintaining brand standards. The brand features signature amenities including plant-based bulk bathroom amenities, recycled-material bedding, filtered water in reusable bottles, smart TVs, and fast Wi-Fi. Dining offerings include quality restaurants and bars with local and international cuisine, plus specialized concepts like 'The Show' at voco Scenia Bay Nha Trang. The brand is supported by the IHG One Rewards loyalty program, enabling members to earn and redeem points across IHG's 7,000+ global properties. Sustainability is woven throughout operations with aerated shower heads, recycled bedding fills, and filtered water solutions. The brand has received multiple World Travel Awards as Europe's, Middle East's, and World's Leading Premium Hotel Brand for five consecutive years.

Differentiator

Problem solved

Functional benefit

Brands

• voco Astoria: Modern comfort hotel in New York City's dynamic neighborhoods near Times Square, Broadway, and Midtown Manhattan.
• voco Times Square South New York
• voco Moab
• voco Zeal Exeter
• voco Scenia Bay Nha Trang

Products and services

• voco Hotels Brand Experience A premium hotel brand by IHG offering thoughtful, unstuffy hospitality with locally-inspired experiences, sustainable features (plant-based amenities, recycled bedding, filtered water), quality accommodations, dining options, and strong Wi-Fi, operating globally across Europe, Asia, Middle East, Americas, and Greater China.
• voco Astoria (New York) A voco hotel property located in New York City's dynamic Astoria neighborhood, offering proximity to world-class dining, cultural landmarks, Times Square, Broadway, and Midtown Manhattan attractions.
• voco Times Square South New York A voco hotel property near Times Square and the Theatre District in New York City, located two blocks from Penn and Moynihan Stations with access to Hudson Yards, High Line, Madison Square Garden, and Central Park.
• voco Moab (Utah) A voco hotel property in Utah's red rock country near Arches National Park and Canyonlands National Park, serving adventure travelers with access to hiking trails, Slickrock Bike Trail, and 4x4 off-road tours.
• voco Zeal Exeter (United Kingdom) A 142-room fossil fuel-free hotel near Exeter, England, located near an Exeter science park and featuring vertical and rooftop solar panels producing approximately half of its annual electricity needs, alongside advanced sustainability measures.
• The Show at voco Scenia Bay Nha Trang (Vietnam) A premium voco hotel in Nha Trang, Vietnam featuring 'The Show,' a show-dining concept restaurant combining live performances, themed ambiences, and a seven-course culinary menu inspired by Nha Trang's coastal culture and French culinary traditions. The venue also hosts Disciples Escoffier Vietnam induction ceremonies.
• IHG One Rewards Loyalty Program (voco-affiliated) The loyalty rewards program affiliated with voco Hotels, allowing members to earn points for Reward Nights at over 7,000+ hotels and resorts, access member-only rates, free Wi-Fi, and late check-out benefits.

Quantifiable outcome

• 50% of annual electricity needs produced on-site
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• IberostarcoreStrategic or Co-development PartnerIHG's strategic partnership with Iberostar added 25 resorts to the IHG system, contributing to growth through soft-brand conversions. This partnership supports IHG's expansion into the all-inclusive resort market across the Caribbean and Latin America region.
• IHG (InterContinental Hotels Group)coreOthersvoco Hotels is an IHG brand operating as a soft-brand collection. IHG provides global distribution, loyalty program (IHG One Rewards), marketing support, and operational standards while individual hotels maintain independent ownership and local character.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• DoubleTree by Hilton: Hilton's broad premium full-service brand competing for similar upscale leisure and business travelers. Wider portfolio and deeper global footprint make it a broader incumbent competitor rather than direct soft-brand peer.
• Westin Hotels & Resorts: Marriott's premium wellness-oriented full-service brand. Competitor for premium business and leisure travelers, particularly where sustainability/wellness positioning overlaps with voco's ESG and comfort emphasis.

Direct peers

• Small Luxury Hotels of the World: Independent collection of luxury and premium small hotels using a soft-brand model. Comparable target (independents seeking global reach) and conversion-led economics, though positioned slightly above voco on price tier.
• Hotel Indigo: IHG's upscale boutique soft-brand and voco's direct sister brand within the same IHG portfolio. Competes for both conversion candidates and guests seeking upscale experiences with local character and design-led positioning.
• Hyatt Centric: Hyatt's upscale lifestyle brand focused on urban destinations and modern design. Comparable premium positioning, target guest (urban leisure and business travelers), and growth strategy, though owned/managed rather than pure soft-brand.
• Autograph Collection by Marriott: Marriott's premium soft-brand collection emphasizing curated independent properties with local character. Closest direct competitor to voco: same conversion-led model, similar premium positioning, comparable loyalty integration via Marriott Bonvoy.
• Preferred Hotels & Resorts: Independent global collection of luxury and upscale hotels operating under a soft-brand referral model. Competitor for independent hotel owners evaluating affiliation options, with strong distribution and a global reservations platform analogous to IHG's role for voco.
• Curio Collection by Hilton: Hilton's premium soft-brand collection of upscale independent hotels. Direct competitor to voco: both target independent property owners seeking global distribution, loyalty integration (Hilton Honors), and premium branding without full operational conversion.
• Cambria Hotels: Choice Hotels' upscale soft-brand targeting conversion of upper-midscale properties. Comparable conversion-led growth model and overlapping upscale/premium target guest, though more domestic-skewed than voco's global portfolio.
• Tribute Portfolio by Marriott: Marriott's secondary premium soft-brand focused on upscale conversion properties. Direct competitor for the same pool of independent hotel owners considering premium soft-brand affiliations, with overlapping target guests in the upscale leisure/business segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/vocohotels
• Facebookfacebook.com/vocohotels
• Instagraminstagram.com/vocohotels
• LinkedInlinkedin.com/company/vocohotels

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about voco Hotels