Elegant Hotel Collection has entered the luxury soft brand market, launching with 25 luxury hotels, targeting 50 properties globally by summer 2024.
The independently owned flag will expand on a curated, invitation-only basis, creating a luxury community where individual hotels receive tailored service, according to the company.
Elegant identified a gap in the luxury market and is designed to reflect a renewed perspective on high-end travel. All Elegant properties have been selected to embody the five elements of the Elegant brand: Hospitality, Authenticity, Inclusivity, Innovation and Sustainability.
Elegant will take a dynamic, technology-led approach to luxury distribution, according to the company. The group will operate on a pay-on-performance model biased toward results-based pricing rather than prohibitive fixed costs, delivering measurable ROI.
“We are thrilled to be launching the Elegant Hotel Collection and raising the profile of these exceptional hotels,” said Catt McLeod, VP, brand development, Elegant Hotel Collection. “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.”
Founding members of the 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.
“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, sales & marketing, Exclusive Collection.
McLeod added, “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 personalized 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.
Elegant has selected HotelREZ Hotels & Resorts to manage its member distribution. “HotelREZ is the obvious choice for Elegant, allowing us to leverage its global strength while we focus on developing within the soft brand market, the partnership brings together the best of all worlds,” she said.
Mark Lewis, CEO/founder, 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. Elegant’s luxury properties will capitalize on best-in-class distribution, worldwide partnerships, market leading personalized support, benefiting from a diversified distribution landscape. Our innovative solutions are designed to optimize 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.”
Elegant Hotel Collection will deliver a comprehensive brand marketing and channel distribution strategy including booking engine, a full suite of web services, GDS, OTA; multi-media 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.
