IHG Hotels & Resorts Opens VOCO St. Augustine – Historic Area in Florida

USA, St. Augustine, Florida. September 13, 2021

IHG Hotels & Resorts has opened its first premium hotel in the nation's oldest city, voco St. Augustine-Historic Area. This stunning new property offers guests an upscale experience that is welcoming and full of charm. Just a short walk to Downtown and area attractions, voco St. Augustine-Historic Area is expected to be a top choice for destination travelers and locals alike.

The hotel perfectly captures voco's expressive design that merges upscale touches with a laid-back spirit. The new bar, overlooking the rooftop pool, is a lobby focal point that entices guests to come on in and enjoy the voco life. The bar features a stunning, locally hand-crafted countertop in deep navies, sea blues and shimmering hints of gold set in a striking pearlized background. The comfortable guestrooms are designed with a soothing color scheme of rich navy and crisp white, with a mix of local photography and colorful abstract artwork.

"We are thrilled to host guests visiting St. Augustine and invite them to come on in and feel the voco difference," said Scott Russom, General Manager, voco St. Augustine-Historic Area. "Together with IHG, we've created a hotel experience that's unique to the market. Our elevated design and personalized service deliver a premium stay, while the unstuffy atmosphere allows guests to be themselves.

Designed as an escape from the demands of the day, voco St. Augustine-Historic Area offers hosted service and upscale amenities including a fitness center and pool with sun deck. Comfortable and cozy, each of the 50 guest rooms feature thoughtful voco touches to make the most of me time, including indulgent beds dressed in sustainable linen, high-end bath products and premium coffee. The design-forward bar is perfect for living the voco life and socializing, and the BLVD bistro offers delicious breakfast options and a tempting menu of local seafood dishes and small plates.

Set on the peaceful Anastasia Island by the Bridge of Lions, voco St. Augustine-Historic Area is located near historic Old Town shopping, beaches and favorite attractions including Matanzas Bay, the Lightner Museum and the St. Augustine Lighthouse. Guests can enjoy strolls on the city's 17th-century streets to explore the local boutiques, art galleries and eateries, or sightsee from a horse-drawn carriage or trolley.

"The opportunity to reinvigorate a local property that celebrates this historic area while delivering a playful, trusted experience to our guests instantly attracted us to this unique project," said Bryan Greiner, President, Augustine Development Group. "As a St. Augustine company, we're proud to bring the unique character and premier offerings of the voco brand to the local community under the trusted umbrella of the IHG Hotels & Resorts."

As part of IHG Hotels & Resorts, voco St. Augustine-Historic Area is part of the first and one of the largest guest loyalty programs in the hotel industry, IHG Rewards. Backed by a guarantee of quality, consistency and safety for all guest preferences and needs, voco St. Augustine-Historic Area is the second location under the brand to open in the Americas. Other voco properties now open or coming soon are located in Chicago, New York City, New Orleans, Olympia, WA and Columbia, MO.

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Revenue Management: Monetizing All Offerings


Of all the departments within hotel operations, Revenue Management may have been the hardest hit, due to the pandemic. The logic goes - no revenue, no need for revenue managers - so many industry professionals were furloughed. If business rebounds in 2021, as expected, then hotel management will have to determine when prevailing occupancy levels justify bringing back their revenue management team. Also, the pandemic seems to have exposed some weaknesses in the traditional RevPAR models. There is a growing understanding that it is no longer sufficient to use a "revenue per available room" model; instead, hotels are adopting a TRevPAR model (total revenue per available room). This model recognizes that revenue streams from other departments are just as important as the revenue gained from rooms. As a result, hotels are looking at ways to monetize any and all hotel offerings - from dining outlets and spas to outdoor function spaces and local partnerships. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.