InterContinental Hotels Group's (IHG) Voco brand has made its European debut in Cardiff following the rebrand of the Principal Hotel Cardiff.
The 142-bedroom Voco St David's, Cardiff, is the second hotel to join IHG's new upscale brand aimed at the leisure market, following the opening of the Voco Gold Coast in Australia earlier this month, just five months after the brand was launched.
The rebrand follows hot on the heels of the relaunch of the Principal London as the Kimpton Fitzroy last month, the UK's first Kimpton property. It was the first hotel within the 13-strong Principal collection to be re-badged following the group's acquisition by French investor Covivio from US-based Starwood Capital Group in May.
Three other hotels acquired from Starwood Capital Group - Oxford Thames, Oxford Spires and the Grand Central Glasgow - are all set to join Voco next year.
General manager Russell Durnell said: "We are incredibly proud to be the first Voco in the UK and the second in the world… The team are thrilled to be bring this new brand and service culture to life in Cardiff."
Karan Khanna, IHG's UK & Ireland managing director, said: "We launched the Voco brand in June so it is fantastic to see the brand already getting a foothold in the UK market. With a focus on conversion opportunities, Voco allows us to retain the existing charm of an independent hotel whilst also bringing the reassurance of a trusted brand, along with the power and strength of IHG's systems."
Voco is focused on conversion opportunities and 15 more hotels are expected to sign up to the Voco brand across Europe, Middle East, Asia and Africa by the end of 2018.
Until now IHG has had 338 hotels operating under six brands in UK including: InterContinental, Crowne Plaza, Hotel Indigo, Staybridge Suites, Holiday Inn and Holiday Inn Express, with another 34 in the pipeline.