voco provides a distinct proposition for owners: an upscale conversion brand with a succinct set of standards, but all the hallmarks guests expect from a high-quality hotel. The result is an efficient operating model with lower capital outlay compared with other brands, plus a flexible brand identity to ensure a smooth, speedy conversion process. This helps hotels gain fast access to IHG’s systems, global scale and IHG One Rewards loyalty programme to maximise returns, while the design prototype lends itself to an array of property types as the brand’s versality continues to evolve, from resort locations to all-suite hotels. It’s this variety combined with great guest service that’s proving popular with guests, with some hotels seeing satisfaction scores increase by double digits post-conversion.