IHG Hotels & Resorts has announced the signing of voco Brussels City North, marking entry into a new market. The first of its kind in Belgium, the hotel will focus on innovation, symbolising hospitality's future.
One of IHG's newest and most successful brands, voco hotels, has also become its fastest-growing premier brand, happening quicker than others within the company's portfolio.
IHG is delighted to continue its voco hotels growth in partnership with Living Tomorrow, an internationally operating research organisation that specialises in realising innovative projects – specifically those around living and working in the future.
Slated to open its doors in autumn 2023, the 92-key voco Brussels City North property will be operated by Prem Group, a strong partner for IHG in the region. The hotel will comprise a restaurant and conference centre and adjoin the Innovation Centre, which is already open on the site, to create a hot hub for hospitality innovation and a truly stimulating environment.
Located to the city's north, the hotel will feature a striking 50-metre tower with giant glass windows that serve as a gateway to the Brussels skyline. The site will be Europe's largest experimental lab for creating ideas and a vision for the future.
"I'm delighted to announce that we are partnering with Living Tomorrow to bring voco hotels to Belgium. We know that Brussels is a strong market for branded properties, and we are confident that the voco hotels' brand will fit well to create a truly innovative hub on this unique site," said Willemijn Geels, VP of Development Europe, IHG.
A major part of voco's offer for owners is the pace at which hotels can convert into IHG systems, helping them quickly benefit on a global scale and maximise their revenue.
Since voco hotels launched in 2018, the brand is now present in over 15 countries, with 40 openings and 34 pipeline properties. There are currently 15 open hotels in Europe, with a further 14 hotels in the pipeline.
IHG is on track with its goal to deliver 200 hotels within ten years of launch, with the brand well placed to capture growing conversion opportunities as independent owners seek the strength of this brand and its systems.
*Any numbers as of 30 June 2022
