IHG takes its new upscale brand voco to the Middle East, signing an agreement to rebrand the current Nassima Royal Hotel as the voco Dubai.

Voco launched earlier this year as a high-quality, locally inspired hotel brand, offering compelling guests experiences.

The Nassima Royal Hotel is situated on Sheikh Zayed Road, near Dubai International Airport, giving guests a convenient basecamp to explore the city, as well as breathtaking views of the skyline. The future voco property caters to business and leisure travelers alike, with nearly 500 guestrooms, a business center, meeting spaces, an outdoor pool, fitness center, spa and three restaurants.

“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, managing director, India, the Middle East and Africa, IHG. “The Dubai market is ever-changing and maturing. In the United Arab Emirates 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. Voco combines the best of individual high-quality upscale hotels, with the best of IHG. 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.”