Reliably Different
VOCO HOTELS
Over 100 hotels open Globally
vocohotels.com
@vocohotels
Designing a blueprint for growth for IHG’s fastest growing upscale brand, where each hotel has its own character and style.
Brand Strategy
Interior Design Strategy
Interior Design Direction
Interior Design Application
Interior Design Tools
IHG created voco™ to provide a distinct proposition for guests and owners: an upscale conversion brand with memorable hallmarks and a succinct set of standards guests expect from a high-quality hotel. The result is an efficient operating model that combines characterful hotels with a name you can trust. The security of a bigger brand, without the vanilla experience. A consistent level of quality, with charming touches guests remember long after checkout.
Launched in 2018 voco™ has become a phenomenal growth story with more than 100 properties open globally and many more in the pipeline. AboundStudio were approached to support the brand team develop a suite of creative and commercial brand tools to spearhead growth, inspire design and deliver a family of hotels across the world.
What started as one project has grown into a multi-year collaboration spanning sales and marketing, design and development, hotel opening and operational tools – we’re proud to have played a part in bringing IHG's fastest growing upscale brand to life and set a new benchmark in the industry.
Different for Guests,
Different for Owners.
Whether conversions or new builds, a flexible design approach balances a distinct identity with what’s right for each hotel. Doing what's needed to do to deliver a consistent high quality experience for guests whilst helping drive returns in the most efficient way for owners.
voco™ was originally launched as a soft, conversion brand designed to flex across an array of property and destination typologies, but with growing interest from adaptive reuse and new build opportunities
AboundStudio were approached to translate how the brand's design could flex across a growing number of pipeline opportunities.
We created a 'new build' design guide and vision that translates the brand into place with clarity and flexibility. More than a manual it’s an inspiring toolkit – distilling the brand’s pillars and identity into interior principles, visual references, layouts and sketches. Designed to guide rather than prescribe design, it gives designers the confidence to bring the brand to life in ways that feel both consistent and characterful whilst giving the space for each property’s individuality to shine through.
From Melbourne to Kyoto, the tool has helped spearhead brand growth and design understanding across a growing pipeline of new build properties globally.
Celebrating Individuality.
Following the success of the design vision, AboundStudio were approached to inspire the evolution of a suite of commercial growth tools to spearhead conversations, showcase the brand’s vision and proposition, and grow a family of hotels. Likewise, it needed to inspire the people and properties bringing the brand to life across the world to set a new benchmark for the brand.
With an ambition to drive understanding and interest amongst owners, operators and property teams, the tools have been vital in attracting new properties into the voco™ portfolio. Supporting pipeline signings by exciting developers and investors about how far the brand has come, where it is heading and inviting them to be a part of inspiring future growth.
Spearheading Growth.
Touchpoints
voco™ has streamlined the development process, with over 100 properties open globally and more than 100 in the pipeline, it has become IHG's fastest growing upscale brand.
GUEST BOOK
"Different for guests, different for owners, and different for the hotel industry."
Creating Sanctuary.
Inspiring a culture of curiosity, knowledge and discovery. Creating sanctuary where free thinkers belong.
Edyn Group
Life In All Modes.
Work-life balance has changed, it's time for a different kind of accommodation.
Cove
Incredible Occasions.
What makes an occasion one that stays with you for a lifetime? Transforming celebrations from ordinary to extraordinary.
InterContinental Hotels
Life, All In.
A lifestyle brand, that celebrates the spirit of the street, and the rhythm of life, the ‘Rhythm Of Rainey’.
Paseo
Distinct by Design.
Inspiring a global design approach for a collection of hotels each with their own story.
Vignette Collection
Wellness, Redefined.
Raising the bar of wellness hospitality in the Middle East with a more holistic and elevated design concept in-tune with people and place.
Even Hotels