IHG launches luxury & lifestyle brand Vignette Collection

IHG Hotels & Resorts has introduced Vignette Collection as its new luxury & lifestyle brand, with hotels in Australia and Thailand the first to join the collection.

Vignette Collection becomes the sixth addition to IHG’s brand portfolio in the past four years, taking it to 17 in total across nearly 6,000 hotels in more than 100 countries.

The Vignette Collection will give owners of world-class independent hotels the opportunity to retain their distinctive identity, while benefiting from IHG’s global scale; luxury & lifestyle expertise and IHG Rewards loyalty program, the company reports. These exclusive properties in urban and resort locations will accelerate IHG’s growth and meet an increasing appetite from travelers for one-of-a-kind stays.

“Our new Vignette Collection gives IHG a compelling way to welcome world-class independent hotels into our brand family, combining each property’s distinctive identity with the power of our global scale,” said Keith Barr, CEO, IHG Hotels & Resorts. “As our first hotels in Australia and Thailand both showcase, each property is as unique as the next, and all will be endorsed by IHG’s trusted reputation for quality.

“We’ve been strategic with the enhancements we’ve made to our luxury & lifestyle portfolio in recent years, which at more than 400 hotels and 100,000 rooms is the second largest in the industry,” he continued. “We’ve built on the heritage and global success of our InterContinental brand, with the rapid international expansion of Kimpton and Hotel Indigo, and acquisitions of Six Senses and Regent. We expect to attract more than 100 Vignette Collection hotels in 10 years, and the brand will be key to delivering our ambition of industry-leading net rooms growth.”

Among the first hotels to join the Vignette Collection will be Hotel X, a five-star hotel, dining and lifestyle destination in the center of Brisbane’s Fortitude Valley in Australia. Hotel X’s distinctive design and luxurious facilities celebrate the Brisbane neighborhood through ultra-cool art, avant garde lighting and views of the cityscape, according to IHG.

Thailand’s Pattaya Aquatique hotel will also be one of the first hotels to join the collection. Working in collaboration with Thailand-based integrated lifestyle real estate group Asset World Corporation Public Company Limited (AWC), the hotel is based in Pattaya’s Aquatique district, the city’s first iconic lifestyle destination.

“AWC feels honored to be the first partner in Asia and one of the first globally to launch a hotel under IHG Hotels & Resorts’ new Vignette Collection,” said Wallapa Traisorat, CEO/president, AWC. “With the backing of IHG’s global systems and support, we are confident that our unique hotel, located in the vibrant and lively beachfront destination of Pattaya, The Aquatique, will appeal to all travelers seeking inspirational and exceptional experiences.”