by Matt Alderton | December 07, 2018

Like its climate, the Middle East's hospitality industry is hot -- and blooming like a desert flower thanks to an influx of new hotels across the Arabian Peninsula. The latest among them: Voco Dubai in Dubai, United Arab Emirates, which will open its doors in the first quarter of 2019 as the first Voco hotel in the region, parent company InterContinental Hotels Group announced on Thursday.

Located on Shaikh Zayed Road, which is home to most of Dubai's signature skyscrapers, Voco Dubai will be set in what is currently the Nassima Royal Hotel. Designed for both business and leisure travelers, the rebranded property will have 471 guest rooms that overlook either Sheikh Zayed Road or the beach. Amenities will include a business center, an outdoor swimming pool, a gymnasium, a spa, three restaurants and more than 10,000 square feet of meeting space.

"IHG has identified significant growth opportunities in upscale hospitality, and the signing of Voco Dubai is a significant step in this direction," said Pascal Gauvin, the hotel chain's managing director of India, the Middle East and Africa. "The Dubai market is ever-changing and maturing. In the UAE alone, the unbranded accommodation market makes up 60 percent of the total hospitality sector. As such, we believe that the emirate now requires a unique offering like Voco to cater to mindful and self-determined audiences."

IHG launched the upscale Voco brand in June, saying it will "combine the informality and charm of an individual hotel with the quality and reassurance of a global and respected brand." Properties will showcase "a bold, distinctive identity, informal service style and thoughtful touches," with three specific features in each Voco hotel: a "Come On In" welcome experience that includes fast check-in with a locally inspired welcome treat; "Me Time" guest rooms that encourage guests to take a moment for themselves with amenities like plush bedding, rejuvenating aerated showers and Internet-connected smart TVs; and "Voco Life" bar and lounge spaces that infuse Voco hotels with a sociable vibe.

"Voco combines the best of individual high-quality upscale hotels, with the best of IHG," Gauvin continued. "It's a brand that forms the heart of a newly built hotel or celebrates what already makes an existing hotel successful. Most importantly, guests can enjoy the freshness of unique hotels under a name they can trust."

There's more happening in this region. Learn about four other Middle East properties that have recently opened at NorthstarMeetingsGroup.com