IHG Hotels & Resorts signed its first voco-branded property in Türkiye — voco Antalya Konyaaltı — in a deal with owner Pınarlar Kurumsal Hizmetler Turizm A.Ş., the company announced in April 2025. The 120-room hotel, located in the heart of Antalya, was expected to open in summer 2025.
The signing marked a brand-entry milestone for IHG in the Turkish market, extending voco's footprint into one of the Mediterranean's highest-volume leisure destinations. Antalya — widely referred to as the Turkish Riviera — draws millions of visitors annually, underpinned by its Mediterranean coastline, the Taurus Mountains backdrop and a well-developed tourism infrastructure.
The property
voco Antalya Konyaaltı will offer 120 rooms alongside a restaurant and bar, a selection of meeting rooms, a spa, gym and outdoor swimming pool. The mix of leisure and business facilities reflects voco's positioning as a premium conversion brand capable of serving both segments.
Willemijn Geels, Vice President of Development for Europe at IHG, said the signing demonstrated the group's strategy of "bringing the right brands to the locations that travellers desire," citing growing owner and guest appetite for premium product in Türkiye. She described voco's flexible design approach — accommodating conversions, adaptive reuse and new builds — as particularly suited to the Turkish market.
Owner Yusuf Yadoğlu said IHG's "proven track record" and understanding of the local market made the group the preferred partner, adding that the hotel would "contribute significantly to the city's thriving tourism sector."
Broader IHG expansion in Türkiye
The voco signing was part of a broader wave of brand entries IHG has pursued in Turkey. Around the same period, the group announced the market's first Garner Hotels, located in Istanbul, and introduced the Vignette Collection brand via Istanbul Karaköy.
As of 31 December 2024, IHG operated 33 hotels in Türkiye across five brands — Six Senses, InterContinental, Crowne Plaza, Holiday Inn Express and Holiday Inn — with a pipeline of 12 further properties spanning six brands. voco itself had 19 open hotels across Europe at the same date, with the brand targeting a global portfolio of 200 properties by 2028.
Why it matters
For tour operators and bedbanks sourcing premium product in Antalya, the voco entry signals that international branded supply in the city is moving upmarket. Antalya has historically been dominated by large-scale all-inclusive resorts; a 120-room premium city hotel with à la carte dining and meeting facilities addresses a different — and underserved — segment of demand, particularly for corporate travellers and independent leisure guests seeking branded reliability without the resort format.
For hotel investors and developers, IHG's explicit promotion of voco as a conversion-friendly brand lowers the capital threshold for brand affiliation in Turkey, potentially accelerating pipeline growth beyond the 12 properties already announced. The simultaneous entry of Garner and Vignette Collection alongside voco also suggests IHG is pursuing a multi-tier strategy across Istanbul and the coastal markets, which could intensify competition for management and franchise agreements with independent Turkish hotel owners.
