Intercontinental Hotels Group has expanded its upscale Voco brand in Melbourne’s CBD, marking the third hotel in a matter of months for the brand since launching in June this year.
The 252-room luxury offering, located at 380 Lonsdale Street, comes after the announced voco Gold Coast, which will be the first voco in the world when it opens this year, along with the $120 million voco in Yarra Valley.
The high-end hotel will form part of the 380 Melbourne skyscraper which is currently being delivered by private developer Brady Property Group.
UK-based 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.
The voco brand is planned to strengthen IHG’s presence in the $40 billion upscale segment, which it anticipates to expand by a further $20 billion come 2025.
IHG’s senior director of development Australasia Abhijay Sandilya said the Voco name is inspired by the Latin word for "come together", the group’s intention for the venue.
“We’re thrilled to partner with Brady Group to bring the third voco to Australia as part of the spectacular 380 Melbourne development,” Sandilya said.
The major skyscraper development received planning approval in 2015.
The Elenberg Fraser-designed twin tower development, will stand 67 levels and 51 levels high, and also feature 728 residential apartments and retail.
Brady Group managing director Tony Brady said 380 Melbourne is the group’s largest project to date.
“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.”
The Melbourne Central Hotel will open in July 2020.