Thu. Feb 2nd, 2023

Hotels can offer a turndown service to their guests, but one hospitality brand is turning this amenity upside down.

voco hotels, which is part of IHG Hotels & Resorts’ Premium Collection, has launched a “Turn Up Service” that is offered at only its two New York City locations. voco Times Square South and voco The Franklin will have “Turn Up Service” rooms available for booking for a stay now through June 16, 2022.

According to a media release, the “Turn Up Service” comes as the brand continues to further expand its footprint within the United States market since its entry in 2020.

Since then, voco hotels have been opened not only in New York City but also in St. Augustine, Fla., Columbia, Mo. and New Orleans. A downtown Chicago location is scheduled to open in late 2022.

“As New York reawakens and summer travel reaches pre-pandemic levels, we wanted to welcome travelers back to the big apple with unique, unexpected offerings to meet their new travel needs and expectations,” said Ginger Taggart, vice president of voco hotels, in a media statement. “voco[‘s] ‘Turn Up Service’ does just that by complementing our existing hotel features with enhanced touches throughout their visit.”

This limited time offering at both NYC voco hotels will have perks including a dedicated VIP check-in for faster service and late check-out. Within their rooms, guests will find a specialty Manhattan cocktail kit complete with bourbon and other ingredients; lavender-infused chocolate made by a local chocolatier; a pair of slippers; a plush eye mask; and a voco hotels labeled coffee mug.

The media release on “Turn Up Service” also noted that its development was elevated by a nationwide survey that was conducted by voco hotels in November 2021. The survey’s findings are said to have indicated that more than half (59 percent) of American travelers consider friendly, approachable and personalized service in hotels more important than ever following the pandemic.

“Guided by insights, we discovered hotel guests are craving a more personalized experience while traveling post-pandemic,” said Taggart. Additionally, Taggart described voco hotels’ “Turn Up Service” as enhancing guest experience by delivering unexpected extra perks to meet the growing expectation of high-quality hosted service.

“It’s going the extra step for our well-deserved guests and bringing the voco ‘come on in’ philosophy to life,” added Taggart.

The first voco location in the United States was in New York City, with voco The Franklin opened in November 2020 on Manhattan’s Upper East Side. Then, voco Times Square South, which is based in Midtown West, made its debut the following November.

Launched in 2018, voco hotels is said to be IHG’s fastest global brand expansion. Along with the United States, there are currently 35 voco hotels locations in Dubai, Glasgow, Melbourne and other destinations.

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