Elegant Hotel Collection has entered the market with 25 luxury hotels, focused on high-end travel, throwing a challenge to established umbrella networks worldwide.
The London-based independently owned brand will grow on a curated, invitation-only basis for a luxury community where individual hotels will receive tailored service. The goal is to target 50 properties, mostly boutique hotels, worldwide by summer 2024.
“Many independent luxury properties have been questioning the return on investment from their current representation and have been left behind in the race to find meaningful routes to market,” said Catt McLeod, vice president of brand development at Elegant Hotel Collection, in a statement.
“We will enable them to find their own voice and thrive, providing personalized support, global distribution and critically both incremental growth with a positive financial return,” she said. “The key to this is enhancing the unique identities and awareness of these wonderful hotels.”
Elegant Hotel Collection will go up against established networks such as Leading Hotels of the World and Small Leading Hotels of the World.
Model turn
Founding members of Elegant Hotel Collection include Home House, London; Rosselli AX Privilege, Malta; the Exclusive Collection (Pennyhill Park, South Lodge, Lainston House, The Manor House, Royal Berkshire and Fanhams Hall), Sunborn Hotel Gibraltar; Paresa Resort Phuket, Thailand; La Sultana Oualidia, Morocco; Cresta Palace Hotel, St Moritz; and Stapleford Park.
Catt McLeod is vice president of brand development at Elegant Hotel Collection
Elegant certainly identified a gap in the luxury market with a different take on high-end travel.
All Elegant properties have been selected based on five levers of the brand – hospitality, authenticity, inclusivity, innovation and sustainability – matching the values of today’s luxury travelers.
Elegant will combine bespoke personalized service and global consumer and trade marketing. The group will operate on a commercial model based on results versus high fixed fees to ensure a quantifiable return.
“We are thrilled to be a part of this community at a time when consumers are looking for brands that align not only with their values but in their quest to find new and memorable experiences that can be uniquely delivered from great boutique hotels and brands,” said Stephanie Hall, group director of sales and marketing at Exclusive Collection, in a statement.
Elegant Hotel Collection will offer a brand marketing and channel distribution strategy including Booking Engine, a full suite of Web Services, GDS, OTA; multimedia and content management; RFPs; commission processing; along with a tailored account management plan detailing sales activities and marketing initiatives including social media and worldwide travel trade and consumer brand marketing through global agency representation and partnerships.
Elegant has also tapped HotelREZ Hotels & Resorts to manage its member distribution.
“In the digital age, technology is a driving force behind the commercial success of any hotel when used properly,” said HotelREZ Hotels & Resorts founder/CEO Mark Lewis in a statement.
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