Soft brand Elegant Hotel Collection launches

Worldwide: Luxury soft brand Elegant Hotel Collection has launched with 25 hotel members and plans to expand to 50 properties by summer 2024.

Elegant will take a technology-led approach to luxury distribution, operating on a pay-on-performance model.

Services include booking engine, web services, GDS, and OTA distribution; multimedia and content management; RFPs; commission processing; and a tailored account management plan detailing sales activities and marketing initiatives.

HotelREZ Hotels & Resorts have been selected to manage the collection’s member distribution. 

Founding properties 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. The collection will grow by invitation only.

Catt McLeod, VP brand development of Elegant Hotel Collection, said: “We are thrilled to be launching the Elegant Hotel Collection and raising the profile of these exceptional hotels. The 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.”

She continued: “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. We will enable them to find their own voice and thrive, providing personalised support, global distribution, and critically both incremental growth with a positive financial return. The key to this is enhancing the unique identities and awareness of these wonderful hotels.”

Mark Lewis, CEO and founder of HotelREZ Hotels & Resorts, 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. Our innovative solutions are designed to optimise Elegant Hotel Collection’s global reach and ensure that its handpicked, curated portfolio of unique world class hotels remain both competitive and profitable in an ever-evolving landscape. A model which focuses on performance, not high fixed costs is a refreshing change within the soft brand sector.”

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