IHG’s voco brand hits 100 hotels and keeps climbing – what it means for loyalty members

When you hear that a hotel brand has added a handful of properties in a single year, it often feels like a footnote. Not this time. IHG’s premium soft‑brand voco has just celebrated a landmark: 100 hotels worldwide, and it got there in a blink—seven years after the brand first opened its doors.

That number alone is impressive, but what’s more striking is the pace moving forward. The company says it went from 100 open and pipeline hotels in 2023 to a projected 250 by the end of 2026. In other words, the pipeline is more than double what it was just three years ago. The original roadmap called for 200 hotels in the first decade, so voco is already out‑pacing its own ambition.

How does a brand grow that quickly? The answer lies in the “soft‑brand” model. Instead of building brand‑new towers from scratch, voco converts existing hotels, giving them a fresh look and a set of standards while preserving the local character that makes each property unique. It’s a leaner, more flexible recipe than the heavyweight approaches of some other premium chains.

For travelers who are part of IHG’s One Rewards program, the news reads like a gift. Every new voco property automatically becomes another place where points can be earned and redeemed, expanding the premium options available to members without them having to switch loyalty programs.

2026 has already brought a few headline‑making openings. A brand‑new signing landed in the sunny resort town of Phuket, Thailand, adding a tropical slice of voco to the portfolio. Across the border, the first voco hotel in Malaysia threw open its doors, and over in Vietnam, the brand debuted its inaugural resort in Quang Binh, complete with a two‑bedroom pool villa that feels more like a private getaway than a typical hotel room.

“Our goal is to keep the brand’s DNA – thoughtful design, warm service and a local feel – while scaling quickly,” says Ginger Taggart, IHG’s Vice President of Brand Management for Global Premium Brands. “The numbers we’re seeing prove that the model resonates with owners and guests alike.”

Of course, the figures are company‑provided, so independent verification is still pending. The 250‑hotel pipeline includes projects that are still in the conversion or development phase, meaning not every property will be open right away. Still, the momentum is hard to ignore.

For anyone who loves the idea of a boutique‑style stay but wants the safety net of a major loyalty program, voco’s surge feels like a win‑win. More hotels, more locations, more chances to rack up points – and all of it with the signature IHG touch.