Hilton Hotels has successfully migrated around 390 hotels from the Small Luxury Hotels of the World (SLH) collection to its own systems.
The move allows Hilton to offer its loyalty members and guests a far more rich and varied selection of boutique hotel properties, around the world. And for the SLH hotels that have joined the Hilton distribution system, there is now a new level of support for their independent businesses, guaranteeing a stronger flow of hotel guests into the future.
A strategic partnership
The two businesses announced their strategic partnership in February 2024, potentially linking up to 570 member hotels in the SLH marketing group, with Hilton. For the hotel giant, the opportunity to add a strong network of individual and distinctive boutique properties to its offering filled a noticeable gap in its portfolio, compared with its peers. Around the same time, Hilton also acquired the NoMad and Graduate Hotels brands, further broadening its presence across lifestyle and boutique segments.
“Integrating with Small Luxury Hotels of the World allows us to expand the Hilton stay experience and travel aspirations for all guests, with special opportunities for our loyal Hilton Honors members,” said Chris Silcock, president, global brands and commercial services, Hilton. “The hundreds of independently minded properties are highly complementary to our renowned luxury portfolio and support Hilton’s ongoing efforts to expand and create distinct, localized travel experiences for our guests.”
The SLH properties are listed within Hilton’s luxury brand portfolio, which also includes its established mainstream brands Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts and Signia by Hilton. SLH hotels that have agreed to join with Hilton will now be part of the powerful Hilton Honors loyalty programme, which of mid 2024 had close to 190 million members globally. Honors includes a points based incentive programme, with points awarded for hotel stays as well as for use of partner products and services, which members can then spend on hotel stays; and they can book their stays directly and easily, from within the member app.
A network of distinctive properties
SLH has spent the previous years building a global network of hotels that, together, are marketed jointly with a community that can support one another in improving marketing and operations. The grouping boasts that “no two stays are the same” at its hotels, with each being independently owned and managed, with the broad choice including rustic fishermen’s huts, treehouses and rainforest retreats, alpine chalets or desert-style ranches.
Typically smaller, more intimate properties with an average of around 50 guest rooms, their variety is an antidote to the uniformity of branded properties – and that is something which appeals to many hotel guests and travellers. Naturally, SLH runs a loyalty scheme for regular guests of the group’s hotels, which it calls Invited.
