IHG Throttles Ahead With Upscale Voco Brand Expansion in the U.S.


IHG’s U.S. debut for its Voco brand includes rebranding the Tiger Hotel (pictured) in Columbia, Missouri. IHG

Skift Take: Voco is yet another branded opportunity for independent hoteliers looking for increased distribution, but IHG has to find ways to make the brand stand out in the crowded upscale, lifestyle hotel space.

— Cameron Sperance

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