by VOCO Hotels Jobs United Arab Emirates :
1. Brand Overview
voco Hotels is an upscale lifestyle hotel brand operated by InterContinental Hotels Group (IHG). The brand was launched in 2018 and is designed to combine the comfort and quality of big-brand hospitality with the charm and character of individual hotels. The name “voco” is derived from Latin, meaning “to invite” or “to come together.”
2. Entry into the United Arab Emirates
The UAE was one of the first regions outside of Europe and Australia where voco established a presence. The brand’s launch in the UAE signaled IHG’s commitment to expanding its lifestyle segment in key global markets. Dubai was chosen as a strategic hub for voco’s Middle East debut.
3. Brand Positioning
voco positions itself in the upscale category, catering to business and leisure travelers who value a relaxed atmosphere, reliable service, and a stylish environment. The brand is known for being refreshingly different, with a focus on comfort, sustainability, and locally inspired experiences.
4. Property Portfolio in the UAE
voco Dubai (Sheikh Zayed Road)
Located in one of the busiest and most central areas of Dubai, this flagship property features over 470 rooms. It offers business facilities, multiple dining outlets, a rooftop pool, spa services, and meeting spaces. This hotel was among the first voco conversions in the Middle East and set the tone for the brand’s regional presence.
voco Dubai The Palm
Situated on Palm Jumeirah’s West Beach, this hotel has approximately 138 rooms and offers beachside access, an infinity pool, spa, and several dining options including a rooftop bar and international restaurants. It’s designed for guests looking for affordable luxury in a prime leisure destination.
voco Monaco Dubai
Located on the World Islands off the coast of Dubai, this is an adults-only boutique-style resort. It offers a secluded island escape with beach access, water activities, and upscale rooms in a more exclusive setting. It is ideal for couples and adult travelers seeking a quiet retreat.
5. Guest Experience and Features
- Comfortable bedding made with sustainable materials
- Aerated showers and energy-efficient systems for eco-conscious travelers
- Modern interiors with warm, inviting design
- Locally influenced food and beverage options
- Access to IHG’s loyalty program (IHG One Rewards)
6. Sustainability Commitment
voco hotels globally, including those in the UAE, are designed with sustainability in mind. Key initiatives include:
- Bedding made from recycled materials
- Water-saving bathroom fixtures
- Energy-efficient lighting and appliances
- Reduced single-use plastics and eco-friendly amenities
7. Target Market
voco Hotels in the UAE attract:
- Business travelers needing well-located and efficient accommodations
- Couples and leisure travelers seeking upscale but relaxed environments
- Event and meeting planners looking for flexible, stylish spaces
8. Competitive Strengths
- Strategic locations in central business districts and leisure destinations
- Unique brand identity that blends character with consistency
- Support from IHG’s global distribution, reservation, and loyalty systems
- Strong brand recognition among international travelers
9. Challenges
While voco has been well-received in the UAE, some properties face operational challenges such as:
- Managing guest expectations in leisure-heavy areas
- Seasonal demand fluctuations
- Ensuring service consistency across independently managed properties
10. Future Outlook
voco Hotels is expected to continue growing its presence in the UAE and the wider Middle East region. IHG has plans to introduce more voco properties through new developments and conversions of existing hotels. The brand’s blend of lifestyle appeal and upscale service makes it a strong contender in the region’s evolving hospitality landscape.
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