The group has signed a management agreement with ACICO Gulf Real Estate to rebrand its Nassima Royal Hotel in Dubai.
Unveiled in June, voco is IHG’s new challenger in the $40 billion upscale hotel segment.
IHG expects this segment to grown by a further $20 billion by 2015, with the Middle East seen as an ideal market on account of its suitability for new builds and conversions.
It says voco Dubai is ideally located eight kilometres from Dubai International airport to explore the city while offering skyline views.
Its 471 rooms overlook either bustling Sheikh Zayed Road or the beach.
Features include a business centre and 1,000sq/m of meeting rooms, an outdoor pool, gym and spa, as well as multiple drinking and dining options across a lobby bar, pool bar and three restaurants.