IHG has signed its third Voco in Australia since the brand’s global launch in June, partnering with Brady Group to open the Voco Melbourne Central in July 2020.
Part of the under-construction 380 Melbourne mixed-use skyscraper, built and developed by Brady Group, the 252-room Voco Melbourne Central will have a sky lobby on level seven.
“The signing continues the rapid growth of the Voco brand since it launched in June, complementing the upcoming Voco Gold Coast, which will be the first Voco in the world when it opens later in 2018, and Voco Yarra Valley,” said Abhijay Sandilya, IHG’s senior director of development-Australasia, in a statement.
Voco Melbourne Central will be located at 380 Lonsdale Street and near to Bourke Street Mall, Melbourne Central Station and the GPO.
Tony Brady, managing director at Brady Group, said, “380 Melbourne is Brady Group’s largest project to date and will be an icon on the Melbourne skyline, so we knew we needed a distinctive brand like Voco to complement its high-end residential and retail [options], "The Melbourne tourism market continues to have a strong outlook and we think that Voco, powered by the global IHG engine, will give business and leisure guests a reliably different way to stay in the heart of the city.”
Launched in June this year, the Voco brand will strengthen IHG’s offerings in the $40-billion upscale segment, which is expected to grow an additional $20 billion by 2025.
IHG currently has 48 hotels operating under four brands in Australasia, including InterContinental, Crowne Plaza, Holiday Inn and Holiday Inn Express, with another 22 in the pipeline, including Voco, Even Hotels and Hotel Indigo.