InterContinental Hotels Group has announced its funky lifestyle brand voco will take its first steps into Australia’s capital cities with the signing of a new 252-room outlet in the Melbourne CBD.

Forming part of the ‘380 Melbourne’ mixed-use skyscraper currently under construction at 380 Lonsdale Street, voco Melbourne Central is the third voco set for Australia since the brand was first introduced back in June. The property is being developed in partnership with Brady Group and is due to open to guests in July 2020, with nearby attractions being Bourke Street Mall, Melbourne Central Station and the GPO.

Voco forms part of the rapidly growing upscale and lifestyle hotel sector, which is expected to continue to flourish to an estimated market value of $60 billion by 2025. The announcement takes the IHG Australasian pipeline to 22 hotels across seven brands.

Guests at the new voco Melbourne Central will be immersed in the brand’s innovative hallmarks, beginning with a Sky Lobby check-in on the seventh floor. The brand’s ‘Me Time’ personality will be at the guest’s full disposal, including plush bedding, premium showers, comfortable room lighting and compatible technology offerings. General facilities at the new property will include an all-day restaurant with Barista-made coffee, swimming pool, fitness centre and multiple meeting spaces.

IHG’s Senior Director of Development for Australasia, Abhijay Sandilya, said the company was proud to be introducing a voco to the Victorian capital.

“We’re thrilled to partner with Brady Group to bring the third voco to Australia as part of the spectacular 380 Melbourne development. The signing continues the rapid growth of the voco brand since it launched in June, complementing the upcoming voco Gold Coast, which will be the first voco in the world when it opens later in 2018, and voco Yarra Valley.”