TELFORD HOTEL TO BECOME PREMIUM BRAND

07 July 2025

The Southwater Event Group, (SEG) announces the rebrand of Holiday Inn Telford-Ironbridge to a voco by IHG. With the signed conversion agreed in March 2025 between business partners SEG and IHG (Intercontinental Hotel Group), works have been ongoing since, with a significant and planned investment of £5.5million for upgrades. voco Telford-Ironbridge is expected to launch in April 2026.

Tom Gray, business owner of the Southwater Event Group, which comprises Holiday Inn Telford- Ironbridge, Ramada Telford, the International Hotel Telford, and the leading UK business event space, Telford International Centre with its on-site production arm, stagecraftUK, states his ambition:

"As Telford continues to dominate as a destination for prestigious and large-scale events, it is important to enhance our on-site hotel offerings for clients of Telford International Centre and align with the venue's business class brand."

He continued, "Due to our central town location and reputation for quality service, we also experience high accommodation demand from many companies in Telford and the surrounding region and wish to offer a warm and inviting hotel, suited to business entertaining and a relaxing night's sleep."

Tom explains, "We have partnered with IHG for thirty-five years, owning and operating the Holiday Inn Telford-Ironbridge, so it's a natural progression to continue our relationship whilst upscaling to a premium brand."

He concludes, "voco, part of IHG Hotels & Resorts, is known for offering distinct and thoughtful guest experiences; really, this is an individually charming, unstuffy, yet sophisticated and stylish hotel stay. There is a clear reason it's the fastest growing premium IHG brand as it works so well for discerning business and leisure visitors alike. We are delighted with this stand out from the crowd hotel development; it's a great fit and benefit to destination Telford."

The Southwater Event Group Directors, Wendy Ford, Group Hotels Director and David Coe, Group Hotels Operations Director are leading the programmed brand change; with a detailed schedule to minimise disruption to the ongoing operation of the hotel and its facilities. Exciting additions to the hotel will see media casting of own device content to bedrooms, natural plants and foliage to public areas and a refreshed Olive Tree bar and restaurant, introducing a contemporary feel and laid-back aesthetic along with appetising new food and drink menus.

All of the hotel team will undergo training and brand familiarisation around voco hallmarks to ensure guests receive a warm welcome, a great night's sleep with rejuvenating shower experience, and a unique social environment for day to night dining with morning coffees, brunch, lunch and signature cocktails all enjoyed in voco life areas.

If you would require more detail on this hotel development, please do ask your TIC Account or Event Manager, thank you.

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