IHG Hotels and Resorts has opened its first voco hotel in Malaysia, bringing the premium lifestyle brand to Kuching in the state of Sarawak.

The new voco Kuching marks the brand’s debut in the country and adds to IHG’s growing footprint in Southeast Asia. The company said the hotel is designed to offer an individual character and an “inviting and unstuffy atmosphere” for guests.

The opening is part of a broader push by international hotel groups to expand in Malaysia, where travel demand has been rising alongside domestic and regional tourism. Kuching, the capital of Sarawak, is one of Borneo’s main gateways and a base for visitors heading to cultural and nature attractions in the state.

IHG said voco is one of its fastest-growing brands globally. The brand combines the reassurance of a major hotel chain with the feel of a more independent property, with each hotel designed to reflect its own location and personality.

The Kuching opening also strengthens IHG’s position in the Malaysian market, where the group already operates several brands. For travellers, the launch means another international option in a city that has seen steady interest from both leisure and business visitors.

Malaysia has been seeking to lift its tourism profile after years of disruption to international travel. Hotel openings such as this are being watched closely by the industry as a sign of confidence in the country’s recovery and longer-term appeal.

Voco properties are positioned in the upper-upscale segment and are aimed at travellers looking for comfort, design and a flexible service style. The brand has expanded quickly in recent years across Asia, Europe and the Middle East.

For Kuching, the arrival of the brand is another step in its efforts to develop its hospitality offering. The city is known for its waterfront, heritage areas and access to national parks, which have helped make it a growing stop on regional itineraries.

IHG has not said whether more voco hotels are planned for Malaysia, but the opening in Kuching gives the brand an early foothold in the market. Industry observers will be watching to see whether the debut leads to further expansion in other major Malaysian cities.