Brady Group sign deal for upscale voco hotel
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Brady Group sign deal for upscale voco hotel

Global accommodation operator IHG will open an upscale “voco” branded hotel in a Lonsdale Street tower under construction by Melbourne developer Brady Group.

The new 252-room hotel, due to open in 2020, will be the third signing of a voco venue in Australia after the international hospitality giant launched the new brand worldwide in June.

The group, which currently runs 7220 hotel rooms in Australia under the Intercontinental, Crowne Plaza, Holiday Inn and Holiday Inn Express brands, has been particularly active in Melbourne.

The hotel will occupy a portion of a new high-rise by the Brady Group.

The hotel will occupy a portion of a new high-rise by the Brady Group.Credit:Artist's impression

Earlier this month it signed a management agreement with developer Ninety Four Feet for a 164-room Holiday Inn in Ringwood.

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That deal followed another for a 170-room voco venue in Melbourne’s famed Yarra Valley wine region with private developer Barnes Capital, run by Martyn Barnes.

Midway through the year it said it would open a dual-branded Hotel Indigo and Holiday Inn on a super-prominent site in Melbourne’s Bourke Street Mall in the redeveloped Walk Arcade.

The 4.5 star voco label was designed to fill a gap between IHG’s premium Indigo and midscale Holiday Inn offerings.

Abhijay Sandilya, IHG’s senior director of development in Australasia, said the group was “bullish” about Melbourne’s accommodation outlook because it was underpinned by a strong events calendar, good corporate demand and unique sporting infrastructure.

IHG will open a voco hotel in the 380 Lonsdale Street tower.

IHG will open a voco hotel in the 380 Lonsdale Street tower.Credit:Artist's impression

“Having signed three voco hotels in a short span of time, it bodes well for the future of the brand,” he said.

Brady Group chief Tony Brady said the twin tower building at 380 Lonsdale Street was the group’s “largest project to date”.

The towers are emerging on the site of a former seven-level car park. One will rise 67 levels, the other 51, and together they will house 780 apartments as well as the 252-room hotel.

The complex, dubbed 380 Melbourne, is opposite the end of Hardware Lane.

As part of the project, a new laneway - Timothy Lane - will be created, linking Lonsdale to Little Lonsdale street.

Property Editor at The Age and BusinessDay journalist for Fairfax's theage.com.au, smh.com.au, watoday.com.au and brisbanetimes.com.au.

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