From Miami to Madrid and Boston to Beijing, cities around the world are running out of space. As populations grow and available real estate shrinks, developers more and more are being forced to adopt a vertical instead of horizontal mindset. This is especially evident in the hospitality sector, where urban hoteliers increasingly are leasing out floors within towering skyscrapers instead of building their own low- or mid-rise hotels.
The latest example: British hotelier InterContinental Hotels Group (IHG), which last week announced plans to open a new Voco hotel in Melbourne, Australia. Scheduled to debut in July 2020, the hotel -- Voco Melbourne Central -- will reside in "380 Melbourne," a new development comprising two 67-story towers that will reach a total height of 714 feet. The towers -- whose façades appear as a "cascade of silver ripples," according to developer Brady Group -- will include 728 luxury apartments, ground-floor retail, a game room, a rooftop garden, a 25-meter heated pool and spa, private dining rooms, a gym, a yoga room, a movie theater with a bar, and a karaoke room.
As for the hotel: It will have 252 guest rooms, a seventh-floor sky lobby, a pool, a gym, a restaurant and bar, and an unspecified amount of meeting space.
"Voco is inspired by the Latin for 'come together,' so we are excited to introduce a place for Melbournians, Australians and guests from around the world to do just that," said Abhijay Sandilya, IHG's senior director of development for Australasia.
Added Brady Group Managing Director Tony Brady, "Melbourne is famous for its distinctive, individual character and standing out from the crowd. 380 Melbourne is Brady Group's largest project to date and will be an icon on the Melbourne skyline, so we knew we needed a distinctive brand like Voco to complement its high-end residential and retail. The Melbourne tourism market continues to have a strong outlook and we think that Voco, powered by the global IHG engine, will give business and leisure guests a reliably different way to stay in the heart of the city."
IHG launched the upscale Voco brand in June; Voco hotels, it said, 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.
IHG plans to open more than 200 Voco hotels around the world over the next 10 years.
Four More Sky-Scraping Hotels for High-Altitude Groups
Voco Melbourne Central isn't the only new hotel that takes guests to new heights. Head to NorthstarMeetingsGroup.com to see four others that have either recently opened or are coming soon.