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Elegant Hotel Collection has entered the luxury soft brand market, launching with 25 luxury hotels and targeting 50 additional properties globally by summer 2024.
The hotel group plans to expand on a “curated, invitation-only” basis, with the aim to create a luxury community where individual hotels receive tailored service.
The group’s portfolio of 25 hotels consists of Home House in London, as well as Exclusive Collection’s Pennyhill Park, South Lodge, Lainston House, The Manor House, Royal Berkshire and Fanhams Hall.
All properties within the collection have been selected to embody the five elements of the brand – hospitality, authenticity, inclusivity, innovation and sustainability — echoing “the demands of today’s luxury travellers”.
The group will operate on a pay-on-performance model, which will be biassed toward results based pricing rather than prohibitive fixed costs to deliver measurable ROI.
In addition, the group has appointed HotelREZ Hotels and Resorts to manage its member distribution along with the announcement of its launch.
Catt McLeod, VP of brand development of Elegant Hotel Collection, said: “Elegant Hotel Collection offers a compelling alternative to traditional legacy brands, delivering a fresh, dynamic and comprehensive approach to luxury representation.
“The Elegant Hotel Collection is underpinned by a full suite of global partnerships and marketing solutions along with best-in-class technology.”
Stephanie Hall, director of sales and marketing at Exclusive Collection, said: “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.”
Mark Lewis, CEO and founder of HotelREZ, added: “In the digital age, technology is a driving force behind the commercial success of any hotel – when used properly. Elegant Hotel Collection has rightly selected a global leader in distribution to support its growth.”
