yoo Hotels Announces Expansion; Launches New Brand in Istanbul

It's fun to watch hotel brands grow: yoo Hotels, launched at IHIF Berlin in 2013, has kicked off what it is calling a "cool diffusion" brand one year later at IHIF 2014. yoo2 has opened in Taksim Square, Istanbul, as part of a partnership with WorldHotels

New openings from under the yoo Hotels umbrella include the yoo2 Sinopati, Jakarta, the yoo Collection at The Lakes in the Cotswolds, UK; the yoo Collection Bali, by Jade Jagger for yoo, which are all expected for 2016. This Spring, the J Plus by yoo in Hong Kong will re-open following a refurbishment. The yoo2 Taksim Square looks out over the Bosphorus and sits on the steps of Gezi Park. 

An alliance between yoo2 Taksim Square and WorldHotels was announced at IHIF in Berlin. “Worldhotels is the ideal partner to represent our yoo2 brand," said yoo founding member Marco Nijhof, praising the group's distribution technology, sales and marketing tools. Paulo Salvador, Worldhotels’ chief marketing officer, cited yoo2 as “One of the most innovative design boutique hotel groups”.

The IHIF, the International Hotel Investment Forum, takes place in Berlin from March 3-6 and is owned by Questex Media. The three-day conference is the leading annual meeting place for the hospitality industry, and unites global industry professionals to help expand business worldwide.