Stay & Play
New voco Aruba Surfside by IHG
An Unexpected Urban Oasis
by Susan Campbell
Each time I arrive in Aruba, I always try to note anything that’s changed since my last visit on the ride from the airport. So, when I noticed the color of the signature white arches of The Talk of the Town hotel had changed from white to cobalt blue, and the name had changed to “voco”, I did a double take. This certainly was new. And surprising.
This legendary Oranjestad landmark was an integral part of the island’s historic landscape. Opened in 1943 as The Strand Hotel, it pioneered tourism in the region, and later became the oldest continually operating hotel on Aruba. It later was renamed “The Talk of the Town” after its iconic restaurant which introduced high-end upscale dining to the island, and during its heyday it attracted royalty and visiting dignitaries. Intrigued, I made a note to stay there on my next visit because I had no idea what a ‘voco’ was!
The ‘voco’ Brand
Apparently this premium boutique brand was launched in 2018 by IHG Hotels & Resorts. They now have over 100 properties in over 25 countries. The Aruba location, opened late December 2025, would be their flagship hotel in the Caribbean. The mission as stated on their website revolves around these themes: “Come on in (a swift, informal check-in), Me time (cozy beds and thoughtful room touches), and voco life (vibrant lounge and restaurant spaces).” Upon arrival I hoped that it would check all those boxes. It did.
The entrance is warm and welcoming and opens up onto a maze of ethereal spaces well-designed for business and leisure travelers. They have a small fitness centre, meeting room, and a grab and go snack spot, too. As far as the renovation, they kept the basic bones of the old hotel and added their own modern cachet to the property with uber modern amenities that still boasted a classic Caribbean style. They offer 69 rooms, ranging from king and queen bedrooms to 2-bedroom suites with kitchenettes and sofa beds.
The pool oasis is the focal point with two whirlpools and lounges right in the water crested by a lovely garden area with tables and umbrellas. Food and drink is provided by their signature restaurant The Nook which has inside air-conditioned dining, outside tables, and a stand alone bar where they sometimes have soft live music. Room service is also available. I thoroughly enjoyed my buffet breakfast and upscale dinner there underneath a fragrant frangipani tree.
Location, location, location…
No one goes to Aruba without having blissful beach life on the brain, even if you’re going on business, and this spot is ideal for that. Right across the street is Surfside Beach and the hotel supplies their guests towels and vouchers for beach loungers and umbrellas at Reflexions Beach Bar there. There are lots of off-property dining options from local food truck fare to upscale romantic toes-in-the-sand dining at Barefoot, and a local nightlife strip around the Plaza Tourismo ( Tourism Plaza) square is also right across the street.
Also across the street is the paved linear park that goes for miles along the sea and is easily explored on foot, or by electric bikes or scooter rentals which are parked right outside the lobby. Or take the fifteen minute stroll or a cheap taxi ride to the downtown core for Renaissance Marketplace, Harbour Walk, two high-end casinos, cinemas, and lots more dining and nightlife.
Though they are currently billed as family-friendly, I think it should transition to adults-only as there’s little for kids to do on the property. I hear that’s currently under discussion, so here’s hoping! But overall, I found the new voco to be a very inviting addition to the downtown scene. Being five minutes from the airport is also a plus, and you can use your IHG® One Rewards loyalty program points to pay for your stay as well.
