IHG hat eine neue Hotelmarke erschaffen. Irgendwie ist sie aber schwierig zu verstehen …

IHG hat ein größeres Problem. Man ist im upscale Markt ein wenig schwach aufgestellt. Da gibt es die Marke Intercontinental – die ich übrigens sehr gern mag – und dann ist da lange nichts. Irgendwann trifft man auf dem Weg nach unten auf Holiday Inn und Crowne Plaza. Der große Gegenspieler Marriott hat sich mit dem SPG Merger sehr gut in allen Segmenten positioniert. Bei IHG ist das eher nicht der Fall.

voco wird die neue Marke genannt werden. IHG beschreibt voco so:

“voco will focus primarily on conversion opportunities and will strengthen IHG’s offer in the $40 billion upscale segment, which is expected to grow by a further $20 billion by 2025. Working with high-quality individual and locally-branded hotels, this distinctive brand will offer owners the ability to drive higher returns through delivering a compelling guest experience and leveraging IHG’s powerful systems. This includes best-in-class revenue management and technology capabilities and IHG® Rewards Club, one of the world’s largest hotel loyalty programmes.

The roll-out of voco will begin in IHG’s Europe, Middle East, Asia & Africa (EMEAA) region, with plans to take it to the Americas and Greater China over time. The new brand will drive significant incremental growth for IHG, with an expectation to open more than 200 voco hotels in attractive urban and leisure locations over the next 10 years.
The voco brand promises guests an experience that is reliably different, brought to life through a bold, distinctive identity, informal service style and thoughtful touches along the guest journey. Three critical moments on the guest journey have been identified through deep customer insight where voco can create a compelling guest experience that will differentiate the brand and can be consistently applied across a broad range of individual properties. These moments are:
+ Come on in – a signature welcome experience, swift and simple check-in with an unexpected, locally-influenced treat to kick-off a guest’s stay.
+ Me time – encouraging guests to take a moment for themselves with extra cosy beds and bedding, quality bathroom amenities, rejuvenating aerated showers, a variety of viewing content on Smart TVs and excellent connectivity in every room.
+ voco life – vibrant and sociable bar and lounge spaces that work for different moments of the day, so that guests always have space to relax and enjoy themselves – from offering a great coffee to start the day or shareable and classic dishes in the evening that provide something to talk about afterwards.”

Zur Pressemitteilung: IHG® (InterContinental Hotels Group) has today launched voco™, its new upscale hotel brand, alongside announcing a first signing in Australia.

Zur Page: vocohotels

Zum ersten voco: Watermark Hotel Homepage

Irgendwie hört sich das alles wie eine Mischung von Luxury Collection und W Hotels an. Nur eine Bar, bessere Betten, Internet und das Ersetzen einer Rezeption durch Hosts, macht noch kein upscale Hotel. Auch das erste vocohotel schaut nicht so ganz wirklich sehr vielversprechend aus. So wirklich die Richtung upscale sehe ich nicht. Vielmehr hat man scheinbar wieder mal in einem Brain Storming Millennials Begriffe gesammelt.