IHG launches new luxury and lifestyle hotel brand

by | 08 Sep 2021 | Chains

British hospitality giant IHG has unveiled plans to introduce another brand, Vignette Collection, which is expected to attract more than 100 properties over the next decade.

Sites in Australia and Thailand will be among the first to join IHG’s latest collection.

Working with independent hotel owners

The new Vignette Collection will encompass a range of independent properties for travellers in search of one-of-a-kind properties in sought-after urban and resort locations. Owners of these hotels will benefit from IHG’s revenue delivery expertise, guest-reservation system and procurement savings – as well as the IHG Rewards loyalty programme – while being able to retain the unique identity of their assets.

“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 of 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 and lifestyle portfolio in recent years, which at more than 400 hotels and 100,000 rooms is the second largest in the industry. 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 ten years, and the brand will be key to delivering our ambition of industry-leading net rooms growth.”

Growing IHG’s new collection brand

The first hotels to join the new collection include the five-star Hotel X, known for distinct design and luxury amenities celebrating its location in Brisbane’s Fortitude Valley, and Pattaya Aquatique in Thailand, working in collaboration with lifestyle real estate group Asset World Corporation (AWC).

Wallapa Traisorat, CEO and president of Asset World Corporation, said: “AWC feels honoured to be the first partner in Asia and one of the first globally to launch a hotel under IHG Hotels & Resorts’ new Vignette Collection. 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 travellers seeking inspirational and exceptional experiences.”

Vignette Collection represents the sixth addition to IHG’s now 17-strong brand portfolio in the past four years.

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IHG operates hotels in three different ways – as a franchisor, as a manager and on an owned and leased basis.

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