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Grand Metropolitan Hotels (GMH) has announced an investment in Private Selection Hotels and Tours (PSH) to secure a 51% majority stake preparing the luxury and boutique hotel portfolio for international expansion as a strategic partner to the Swiss Hospitality Collection.
Following a long-established cooperation, PSH will retain its content and personnel autonomy. As part of GMH, PSH now benefits from increased market presence and new strategic perspectives through partnership with the Swiss Hospitality Collection (SHC) which aims to build a powerful network that combines international reach with a deeply rooted culture of hospitality.
Private Selection Hotels and Tours enriches the alliance with two pillars: a premium model for owner-managed hotels emphasizing service, authenticity, and sustainability, and a specialized tour operating segment offering curated travel experiences. Their call and service centre’s shared offerings are now also available to all Grand Metropolitan Hotels brands.
For GMH member hotels, this alliance offers three key advantages: an integrated loyalty ecosystem where business points convert to leisure experiences; joint sales and technology platforms boosting reach, visibility, and direct bookings; and centralized back-office structures enabling efficiency, marketing, and brand development with Swiss precision and international finesse.
Martin Smura, chairman of the board and president of Grand Metropolitan Hotels, said: “We are very much looking forward to the collaboration and the trust placed in us. With Private Selection Hotels and Tours, we are adding over 50 unique, independently managed top-tier properties to our portfolio.
“Through our global sales network, a shared loyalty currency, and scalable tech platforms, we are opening up additional revenue channels for each partner hotel – from mid-week business to premium leisure.”
He added: At the same time, the strong ‘Private Selection’ brand and the unique DNA of each property remain intact while gaining increased international visibility.”
According to the two groups, this alliance establishes an international network committed to “selective growth, partnership, heightened guest experiences, and sustainable value creation”.
