Hilton migrates SLH boutique properties to its platform

Nobu Marbella, an SLH property - courtesy of Hilton
Hilton and Small Luxury Hotels of the World are making good progress on a strategic partnership the pair previously signed, with 390 SLH hotels now directly connected to Hilton's marketing platform and Hilton Honors loyalty programme.

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.

Found this data interesting?

Start a free trial of THP’s database with over 8,500 hotel projects and key contact details.

Related Articles

Melia’s sustainability progress

Long a sustainability leader in the hospitality space, Melia continues to push for a greener approach, and is rolling out solar panel installations across more of its Asian hotels...

Wyndham adds another extended stay brand

Building on the success of its other extended stay brands, Wyndham has added to the breadth of its offering by launching Wyndham Residences...

Hilton’s most anticipated openings of 2025

Hilton has unveiled a selection of its forthcoming hotel openings in 2025, which is set to include plenty of brand debuts and new markets for the hotel giant...

Newsletter

You are currently viewing a placeholder content from Default. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.

More Information