Queenstown’s Hotel Evolution: A Shift Towards Premium Experiences
The recent conversion of Holiday Inn Express & Suites Queenstown to a voco hotel signals a broader trend within New Zealand’s tourism sector: a move towards higher-end offerings and a focus on enhanced guest experiences. This strategic repositioning, a collaboration between IHG Hotels & Resorts and Pro-invest Group, isn’t an isolated incident, but rather a response to evolving market demands and a strengthening tourism landscape.
The Queenstown Factor: From Seasonal to Year-Round Demand
Queenstown has historically been a popular destination, but its appeal is expanding beyond traditional peak seasons. Matt Tripolone, Managing Director of IHG Hotels & Resorts Australasia & Pacific, noted that the market has “continued to grow” and is now a “year-round destination.” This shift is supported by data from Stats NZ, which showed a 20.3% increase in overseas visitor arrivals to Queenstown Airport in November 2025 compared to the previous year.
This sustained demand is driving a need for more sophisticated accommodation options. As Tripolone explained, leisure travelers are now seeking “more amenities, more service” when visiting Queenstown. The voco brand, with its emphasis on premium experiences, is designed to meet these expectations.
Strategic Brand Repositioning: Why voco?
The decision to transition from Holiday Inn Express to voco wasn’t arbitrary. IHG and Pro-invest Group recognized an opportunity to leverage the hotel’s prime location and scale with a brand that aligns with the current market. The conversion allows for a “considered evolution of the asset,” according to IHG and unlocks long-term value for the owner.
The refurbishment planned for voco Queenstown – including upgraded meeting spaces, a new Private Dining Room, outdoor dining, and the addition of Mozzarella & Co. Restaurant and bar – demonstrates a commitment to enhancing the property’s commercial mix and broadening its appeal to both leisure and corporate travelers.
A Growing Premium Portfolio in New Zealand
Voco Queenstown will be the second voco-branded hotel in New Zealand, joining the existing location in Auckland, which opened in May 2022. IHG has expressed ambitions to expand the voco footprint further, with potential sites being considered in Wellington and Christchurch. This expansion reflects a broader strategy to cater to the growing demand for premium hotel experiences across the country.
The price point of voco hotels also indicates a shift towards a more affluent clientele. Comparing rates, a standard room for two adults at voco Auckland can range from $170 to over $800 per night, although Holiday Inn Express & Suites Queenstown currently offers rooms from $225 to $1000, depending on the time of year and room type.
The Owner’s Perspective: Aligning Investment with Market Trends
Pro-invest Group’s investment in the refurbishment underscores a commitment to long-term value creation. While the exact cost of the upgrades hasn’t been disclosed, a spokesperson for Pro-invest confirmed that it “aligns with the scale and ambition of the project.” This highlights the importance of aligning hotel brands with evolving market demands to maximize return on investment.
What This Means for the Future of New Zealand Tourism
The voco Queenstown conversion is indicative of a wider trend in the New Zealand tourism industry: a focus on quality, sustainability, and catering to a more discerning traveler. Hotels are increasingly recognizing the need to invest in upgrades and brand repositioning to remain competitive and attract high-value guests.
Tripolone emphasized the importance of an “owner mindset” when running hotels, focusing on what real estate owners are looking to achieve with their investments. This collaborative approach between hotel operators and owners is crucial for driving sustainable growth in the sector.
Frequently Asked Questions
- What is voco? voco is IHG Hotels & Resorts’ premium brand, offering guests a modern and stylish experience with a focus on quality and comfort.
- When will voco Queenstown open? The aim is to reopen voco Queenstown before the end of 2026, following the completion of the refurbishment.
- What changes will be made to the hotel? The refurbishment will include upgraded meeting spaces, a new Private Dining Room, new outdoor dining space, and a new restaurant and bar, Mozzarella & Co.
- Is Queenstown becoming more expensive? The shift towards premium hotels like voco suggests a trend towards higher-end offerings, which may result in increased accommodation costs.
Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.
Want to stay informed about the latest developments in the New Zealand tourism industry? Subscribe to our Business newsletter for weekly updates and insights.
