The European hospitality market is set for a major transformation as IHG Hotels & Resorts accelerates the expansion of its voco brand across Southern Europe. With nine new properties scheduled to open in France, Italy, Portugal, Spain, and Turkey, this strategic move adds over 1,000 rooms to IHG’s portfolio. The openings highlight growing demand for premium accommodations that combine contemporary comfort with local character.
Since its launch in 2018, voco has rapidly evolved into IHG’s fastest-growing premium brand. Known for its relaxed yet stylish identity, the brand bridges the gap between traditional upscale hotels and boutique hospitality, offering a blend of personalized service, distinctive design, and authentic local experiences. The planned growth in Southern Europe demonstrates IHG’s commitment to meeting traveler expectations in some of the region’s most sought-after destinations.
Southern Europe: A Key Tourism Market
Southern Europe remains one of the most visited regions in the world, drawing millions of leisure and business travelers annually. With diverse attractions ranging from Italy’s Renaissance art and Spain’s dynamic nightlife to Portugal’s historic cities and Turkey’s Mediterranean coastline, the demand for high-quality hospitality continues to rise.
By introducing nine new voco hotels, IHG is ensuring that travelers have access to accommodations that reflect both global standards and local charm. This approach resonates with a new generation of travelers who value cultural immersion alongside modern luxury.
Highlighting the Upcoming Voco Openings
Each of the new properties brings its own distinct identity while retaining the brand’s premium ethos. Here are some of the most notable additions:
- Voco Parma & Congressi, Italy (2026)
Positioned as a landmark hotel in Parma, this 166-room property will include a full wellness center, outdoor pool, and over 850 square meters of meeting space. Designed to attract both leisure tourists and international conferences, it reinforces Parma’s growing status as a hub for culture and business. - Voco The 7 – Lisbon, Portugal (2026)
Located in Lisbon’s vibrant center, this 71-room hotel will give guests direct access to the city’s historic neighborhoods and buzzing nightlife. Designed as a stylish urban escape, it will appeal to international tourists and business travelers seeking contemporary comfort in Portugal’s capital. - Voco Rome Villa Borghese, Italy (2026)
Just steps away from the renowned Villa Borghese gardens, this 154-room retreat blends Roman elegance with modern amenities. Guests will enjoy proximity to cultural landmarks while experiencing a design-focused hotel that reflects the charm of Italy’s capital. - Voco Valladolid City, Spain (2026)
With 80 rooms in the heart of Valladolid, this new hotel will provide easy access to historical attractions and the city’s lively dining scene. Its design will highlight regional character, making it an inviting choice for cultural explorers. - Voco Nantes, France (2028)
Opening with 127 rooms, voco Nantes will be situated near key transport links, offering convenient access to France’s cultural capital. The property will serve as a gateway to both modern urban life and the city’s historic landmarks.
Recently Opened Voco Hotels in Southern Europe
IHG’s expansion is not just about future openings—the brand already has several successful hotels operating in the region:
- Voco Antalya – Konyaaltı (Turkey): A 118-room hotel offering Mediterranean views and easy access to Antalya’s cultural landmarks.
- Voco Bilbao City (Spain): Featuring 91 rooms near the iconic Guggenheim Museum, catering to art enthusiasts and city travelers.
- Voco Madrid – Las Tablas (Spain): Located in Madrid’s business district with 132 rooms, it caters to corporate travelers with style.
- Voco Nola – Naples Vulcano Buono (Italy): A 143-room property combining shopping, leisure, and culture in one of Italy’s most dynamic regions.
Why Voco Appeals to Modern Travelers
The success of voco lies in its ability to merge local authenticity with global hospitality standards. Each property reflects the culture and spirit of its location, while maintaining consistent comfort, high-quality service, and modern amenities.
For hotel owners, voco also offers an attractive investment model. With flexible design options and a conversion-friendly approach, properties can be integrated into the brand with minimal investment, ensuring a quick turnaround and market presence.
Travelers, meanwhile, benefit from the brand’s distinctive touches—relaxed yet refined interiors, sustainable practices, and a focus on wellness and convenience. Whether staying for business meetings, conferences, or leisure trips, guests find voco hotels both functional and memorable.
IHG’s Vision for Growth in Southern Europe
IHG’s expansion reflects a broader commitment to Southern Europe’s role as a tourism powerhouse. According to national tourism boards across the region, visitor numbers have steadily increased post-pandemic, with significant growth in both international arrivals and domestic travel. The hospitality industry has been tasked with meeting these rising expectations while also contributing to sustainable development and cultural preservation.
By expanding voco hotels, IHG positions itself as a leader in providing premium yet accessible hospitality. The group’s emphasis on adaptable design, sustainability, and strong local partnerships ensures that its expansion will not only benefit travelers but also contribute to regional economies.
Redefining Premium Hospitality in Europe
The nine new voco hotels scheduled to open across France, Italy, Portugal, Spain, and Turkey by 2028 are more than just additions to IHG’s portfolio—they represent a transformation in Southern Europe’s hospitality landscape. They will create destinations where travelers can experience comfort and style, while also connecting with the culture and energy of each location.
As voco continues to grow, it embodies IHG’s vision for a future where hotels are more than places to stay—they are gateways to authentic experiences, reflections of local identity, and leaders in sustainable, responsible travel.
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