InterContinental Hotels Group’s first three U.S. properties for its upscale voco brand are, from left, voco The Franklin Hotel in New York; voco The Tiger Hotel in Columbia, Missouri; and voco St. Augustine in St. Augustine, Florida.

VOCO, AN UPSCALE brand launched in Australia two years ago by InterContinental Hotels Group, is coming to the U.S. market. The first three properties are planned for New York City; St. Augustine, Florida; and Columbia, Missouri.

The brand offers owners flexible brand standards as well as specific field marketing and commercial support. It is focused on conversions as well as adaptive reuse and new build projects, and each hotel offers unique experiences. There are 28 new properties in the brand’s pipeline being developed in 19 countries over the next five years, and most in urban and leisure locations.

The three new U.S. properties are:

voco The Franklin Hotel in New York: The hotel in the Upper East Side of Manhattan, has served travelers from around the world for a century and is within walking distance of attractions such as Central Park, the Museum Mile and Madison Avenue shops.

voco St. Augustine: Standing in the nation’s oldest city, this hotel is three years old and sits between the beaches of St. Augustine and the city’s historic district which includes restaurants, shopping, galleries, museums and tourist attractions.

voco The Tiger Hotel: One of the tallest buildings in Columbia, this landmark hotel is in  downtown and is adjacent to the University of Missouri campus, with access to numerous area restaurants, bars, retail shops, and amenities. It opened its doors in 1928.

“As the voco brand makes its debut in the Americas, it is generating terrific momentum with our initial three signings illustrating how strongly it resonates with owners seeking to enhance the originality of an existing property or develop a new hotel, while also tapping into IHG’s powerful global network and enterprise offerings,” said Julienne Smith, IHG’s senior vice president for development, Americas.

Last September, IHG began franchising its upper-midscale brand Atwell Suites.