IHG Hotels & Resorts, in partnership with Pro-invest Group and Connect Hospitality, has launched voco Queenstown, repositioning the former Holiday Inn Express & Suites as a premium upscale offering. The conversion, first announced in February, targets the high demand for quality accommodation in one of New Zealand’s busiest tourism hubs.
Strategic Repositioning for Queenstown’s Market
The move aligns the centrally located property with evolving traveler expectations. Ronald Stephen Barrott, Founder & Chairman of Pro-invest Group, said the repositioning enhances the asset’s value by matching it with premium demand. Matt Tripolone, Managing Director of IHG Hotels & Resorts Australasia & Pacific, noted the synergy between the right asset, market, and brand, emphasizing long-term value creation.
Queenstown has seen sustained growth in both leisure and MICE segments, with hotel occupancy rates consistently high. The voco brand, known for its individual character and sustainability focus, fits well with the destination’s mix of adventure tourism and luxury travel. This opening adds to voco’s expanding footprint in New Zealand and Australia, with over 100 properties globally.
Design and Amenities
The refurbishment, led by Space Studios, includes 227 guestrooms and suites, a redesigned lobby, and new dining spaces. The lobby features Mīharo, an artwork by Māori artist Cheree Te Orangaroa Downes, reflecting the local landscape. The new restaurant, Mozzarella & Co., offers a Mediterranean-inspired menu with a South Island twist.
Guest rooms have been upgraded with sustainable materials, smart TVs, and premium amenities. A unique feature is the Resident Host, combining concierge and guest services to enhance personal connections. This approach aligns with broader hospitality trends where personalization and local engagement drive guest satisfaction.
The property’s central location makes it ideal for exploring Queenstown’s attractions, from the Remarkables ski field to Lake Wakatipu. For travel agents and tour operators, the voco Queenstown offers a new option for clients seeking upscale accommodation without the price point of luxury brands.
Broader Industry Context
IHG’s expansion of the voco brand reflects a broader industry shift toward soft branding and conversion projects. Hotel groups are increasingly repurposing existing assets to meet changing demand, rather than building from scratch. This strategy reduces capital expenditure and accelerates time to market.
Similar moves are seen across the region. For instance, Accor and Sun Group are adding 5,300 keys across Vietnam with new brand debuts, while Hyatt has opened dual-branded properties in Shanghai’s Zhongshan Park district. These developments underscore the importance of brand flexibility in capturing diverse traveler segments.
The voco Queenstown also highlights the growing role of art and local culture in hotel design. The inclusion of Mīharo by a Māori artist adds authenticity and differentiates the property from competitors. For travel professionals, such details can be leveraged in marketing to clients seeking culturally immersive experiences.
As Queenstown continues to attract high-spending tourists, the voco brand’s positioning between midscale and luxury could appeal to both leisure and corporate travelers. The property’s MICE capabilities, combined with its central location, make it a viable option for small to medium-sized events.
For IHG, the conversion strengthens its presence in New Zealand’s premium segment. The company now operates multiple brands in the country, including InterContinental, Crowne Plaza, and Holiday Inn. The voco Queenstown adds a distinct option for guests who value individuality and sustainability.
