The bookings website for independently-owned boutique hotels said the investment will be made by the owners of its management company, with member hotels becoming shareholders of the company as part of the restructure.
Previously operated as a mutual company, the restructure was voted for on Monday, 4 April, 2016 by 100% of the hotels who voted.
The company said the investment will enable CEO Filip Boyen to drive the brand forward in today’s “increasingly competitive landscape” to execute large scale initiatives laid out in its “ambitious” five-year plan.
Boyen said: “This restructure comes as fantastic news to SLH and its members. We’ve already made great strides with our strategic plan by investing in our most expensive brand campaign to the tune of $1m (£690,000).
“The £12m investment will enable us to further drive our newly improved quality assurance programme; refresh our loyalty offering and advance our technology and distribution systems.”
As a result of the restructure, the management company now jointly owns SLH, which represents more than 520 hotels in 80 countries, with the hotels.