IHG is bringing its voco hotel conversion brand to London

Very quietly, a voco hotel in London has popped up on the IHG website. It is not yet bookable.

The hotel is a conversion of ‘Signature London, The J Marylebone Hotel’ on Old Marylebone Road, very close to Marylebone station.

Something seems to be ‘up’ here. Signature London has only been open for 13 months yet is about to lose its own branding to become voco London Marylebone.

The hotel looks smart – a four star property with just 93 rooms. Rooms are small, however, with standard rooms (‘for the discerning traveller’ according to the website) being just 11 sq m.

The suites, which offer ‘the pinnacle of luxury and space’, are only 27 sq m and so not really spacious at all ….

Signature has eight properties in London (and none elsewhere) so it will be interesting to see if any others move to IHG. J Marylebone looks to be the most modern of the group.

There is an interesting new feature on TripAdvisor which allows you to get an AI-created summary of recent reviews for a hotel – although in this case there are only 33 reviews in a year. This is how the reviews are summarised:

“The J Marylebone is often celebrated for its modern ambiance and spotless rooms, complete with high-tech amenities and praised for excellent soundproofing. However, some travelers have noted the rooms can be on the cramped side, occasionally without windows and feeling stuffy.

Guests have called out the hotel’s prime location, conveniently close to transport and attractions, yet have expressed some dissatisfaction with the perceived value, occasionally feeling shortchanged. The staff garners compliments for their friendliness and efficiency, despite occasional lapses in service reported.”

You can find out more on this page of ihg.com although bookings are not yet available.

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