Europe’s hospitality market has reached another significant milestone as IHG Hotels & Resorts celebrates 50 open voco hotels across Europe, reflecting the growing demand for distinctive premium accommodation and flexible hotel development models. Since its launch in 2018, voco has established itself as IHG’s fastest-growing premium brand, bringing together the individual character of independent hotels and the operational strength of an international hospitality group.
The achievement highlights IHG’s expanding presence across Europe’s major cities, established leisure destinations and emerging regional markets. With 26 additional properties in the development pipeline, voco is preparing for another phase of growth, strengthening its position in the competitive European hotel industry. The milestone also demonstrates how conversion-friendly hospitality brands are creating new opportunities for hotel owners while offering travellers accommodation experiences that combine local character with the consistency of a recognised global network.
voco Accelerates Its Expansion Across European Markets
Since entering the hospitality market in 2018, voco has followed a growth strategy that places flexibility and distinctive guest experiences at its centre. Rather than relying exclusively on newly constructed hotels, the brand offers property owners an opportunity to convert existing hotels into the IHG network while retaining elements of their original identity.
This approach has helped voco expand across different markets and property types. Its design standards are structured to support efficient conversions, allowing owners to benefit from IHG’s international distribution network, commercial infrastructure and established hospitality expertise without necessarily undertaking the extensive development process associated with building a hotel from the ground up.
For the wider European hotel industry, this model offers an alternative route to brand affiliation. Independent properties can retain aspects of their individual character while gaining access to the visibility, operating systems and customer reach associated with an international hotel group.
New Hotel Openings Strengthen voco’s European Presence
The latest openings demonstrate how voco is extending its reach into new destinations while building its presence in established travel markets. Among the properties contributing to the 50-hotel milestone are voco Budapest D8, which represents the brand’s first entry into Hungary, and voco Antalya Konyaaltı, marking its debut in Türkiye.
Another notable addition is the 114-room voco London Bloomsbury. Located close to the British Museum, the hotel offers visitors convenient access to some of London’s well-known cultural and entertainment districts, including Covent Garden, Soho and Tottenham Court Road. Its location makes it particularly relevant to international visitors seeking accommodation with easy access to the city’s attractions, shopping areas and transport connections.
The UK and Ireland remain important markets for the brand, accounting for 25 of voco’s 50 operating European properties. One of the notable developments in this region is voco Zeal Exeter Science Park, recognised as IHG’s first Net Zero Carbon hotel. The property highlights the group’s efforts to bring sustainability considerations into its hotel portfolio while maintaining the premium accommodation experience associated with the brand.
Together, these openings reflect voco’s ability to adapt its hospitality offering to different destinations, whether urban locations attracting business and leisure travellers or resort markets catering to holidaymakers.
26 More Hotels in the Pipeline as IHG Targets New Destinations
IHG’s growth ambitions for voco extend well beyond its current European portfolio. The company has 26 additional hotels in its development pipeline across Europe and surrounding markets, creating opportunities to introduce the brand to new destinations and offer guests a wider choice of premium accommodation.
Among the upcoming developments is voco’s planned entry into Tashkent, Uzbekistan. The opening will extend IHG’s premium hospitality presence into another Central Asian market, providing a new destination for travellers looking for internationally recognised hotel accommodation.
Türkiye is also set to play a role in the brand’s next growth phase. In 2027, voco plans to introduce its first European suites property in Çeşme, a popular coastal destination. The project will expand the brand’s accommodation offering beyond its conventional hotel format and provide another option for travellers visiting the region.
The planned developments underline the importance of strategic expansion across both established and emerging travel destinations. For IHG, building a wider geographical presence also creates opportunities to serve different categories of travellers, including international tourists, business visitors and guests seeking longer or more flexible stays.
A Distinctive Guest Experience at the Centre of the Brand
While the expansion of voco is supported by its commercial model, the brand also places considerable emphasis on the experience delivered at individual properties. Its hospitality approach is built around three defining pillars: ‘Come on in’, ‘Me time’ and ‘voco life’.
‘Come on in’ focuses on creating a welcoming arrival experience through attentive hosting and thoughtful personal touches. ‘Me time’ centres on comfort and relaxation, giving guests opportunities to unwind during their stay. Meanwhile, ‘voco life’ celebrates the smaller experiences associated with travel, from enjoying food and drinks to making the most of a destination.
These principles allow individual hotels to maintain their own character while following a recognisable service philosophy. The approach is particularly relevant to a brand that works with converted properties, where preserving the identity of an existing building or location can contribute to a more distinctive guest experience.
voco’s growing recognition in the premium hospitality segment is also reflected in its World Travel Awards record. The brand has received the title of Europe’s Leading Premium Hotel Brand for five consecutive years, further strengthening its position among international hotel brands.
Reaching 50 open hotels marks an important achievement for voco and reflects the growing appeal of its approach to premium hospitality. By combining the character of individual properties with the reach and resources of IHG, the brand is creating opportunities for both hotel owners and travellers. With 26 more properties planned, new destinations on the horizon and further investment in its European portfolio, voco appears well positioned to maintain its growth momentum and strengthen its presence in the international travel market.
