voco Times Square – Broadway Opens as Largest Americas Property in IHG, Boosting Hospitality Growth in New York City with Premium Stays and Unique Design

Published on February 25, 2026

The voco Hotels brand, which is the fastest-growing upscale brand from IHG Hotels & Resorts, has opened its largest hotel in the Americas with the opening of voco Times Square – Broadway. This new hotel opening is an addition to the rising demand for upscale hotels in New York City, which is a major hub for tourism and business travel around the world. With this new opening, voco Hotels is not only expanding its presence in New York City but also adding to the growth of the hospitality industry in the city, making it a major player in the upscale hospitality industry.

The 32-story hotel, which has 419 guest rooms, is located in the heart of Midtown Manhattan and joins the brand’s other successful hotels, voco Times Square South New York and voco The Franklin New York, making voco Hotels total presence in New York City seven hotels. The hotel is one of the last new developments that was approved in the famous Times Square neighborhood of New York City.

A Key Contributor to New York’s Hospitality Sector Growth

The opening of voco Times Square – Broadway comes at a pivotal moment for New York City’s hospitality industry. The city has seen a strong resurgence in tourism following the global pandemic, with international and domestic travelers returning in full force. As New York continues to be one of the world’s top destinations, the demand for stylish, upscale, and premium accommodations remains high. The opening of this new voco hotel reflects a broader trend in the hospitality growth of New York, as developers and hotel brands respond to this rising demand for luxury experiences combined with a more approachable, boutique-like atmosphere.

voco Hotels offers a unique product that blends the reliability of a large hotel with the charm and intimacy of a smaller, individual property. This model appeals to travelers seeking a dependable yet inviting experience in the heart of the city, contributing to the overall growth of premium hospitality offerings in New York.

Expanding voco’s Reach: A Strategic Growth in New York City

With its latest opening, voco Times Square – Broadway adds to the growing list of voco Hotels globally, which have played a key role in IHG’s strategy to expand its premium brand portfolio. As voco continues to make its mark in major cities around the world, the brand is contributing to the expansion of the hospitality industry, both regionally and globally. New York City is a natural fit for this growth, given its importance as a major tourism and business hub, and the city’s demand for high-quality, accessible luxury accommodations.

The growth of voco Hotels is a key part of IHG’s broader vision to meet the increasing demand for premium stays with a more personalized touch. This growth also helps New York City remain competitive in the global hospitality market, attracting a steady influx of high-end tourists from around the world.

Enhancing Guest Experience and Driving Hospitality Innovation

As part of its commitment to elevating the guest experience, voco Times Square – Broadway offers an updated dining and entertainment program, with a new rotating “Colors & Tastes” menu, an exclusive Chef’s Table experience, and an updated entertainment program. These additions provide a dynamic and engaging atmosphere for both leisure and business travelers, setting the hotel apart from traditional offerings in the city.

The hotel’s design, inspired by the Prohibition-era speakeasies, combines sleek lines and vintage-inspired décor, contributing to the growth of design-driven hospitality in the region. By focusing on creating memorable and stylish stays, the hotel helps to redefine the standard for premium travel experiences, further solidifying New York’s position as a leading destination in the global hospitality growth sector.

Contributing to the Local Economy and Regional Tourism Growth

The voco Times Square – Broadway property also plays a significant role in the local economy, providing jobs, driving tourism spending, and supporting small businesses in the surrounding area. Tourism is a key driver of the New York economy, and new hotel openings such as this one contribute to the city’s ability to attract international visitors, expand its tourism offerings, and enhance its overall appeal as a global hub for travel.

Increased tourism has a direct impact on local restaurants, shops, cultural attractions, and more, contributing to the broader growth of the hospitality and tourism industries. This voco hotel is set to further support these sectors, attracting both international tourists and local visitors looking for premium accommodations in the heart of one of the world’s most iconic neighborhoods.

The Future of Hospitality in New York: Growth, Innovation and Sustainability

Looking to the future, voco Times Square – Broadway is merely one example of the innovative expansion that is taking place within the hospitality industry in New York. As the city continues to move past the difficulties presented by the pandemic, hotels such as voco will continue to be an important part of meeting the demand for luxury hotels while also providing sustainability and innovative experiences for guests.

As the tourism and business travel industries in the city continue to grow, the luxury hotel market will continue to be at the forefront of the hospitality industry in New York City, with new hotels such as voco Times Square – Broadway helping to define the future of travel in this great destination.

Image Source: IHG