Luxury soft brand launches with ambitious targets

Pictured: Surrey, UK-based Pennyhill Park & Spa, a founding member of Elegant Hotel Collection.
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.

Luxury gap

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 – echoing the demands of today’s luxury travellers.

Elegant will take a technology-led approach to luxury distribution. The group will operate on a pay-on-performance model biased toward results-based pricing rather than fixed costs, which is intended to deliver measurable ROI.

Founding members

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, all in the UK), Sunborn Hotel Gibraltar; Paresa Resort Phuket, Thailand; La Sultana Oualidia, Morocco;  Cresta Palace Hotel, St Moritz; and Stapleford Park, UK.

Elegant selected HotelREZ Hotels & Resorts to manage its member distribution.

Profile raising

Catt McLeod, vice president brand development, Elegant Hotel Collection said: “We are thrilled to be launching the Elegant Hotel Collection and raising the profile of these exceptional hotels.

“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.”

Experienced leadership

McLeod continued: “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 personalised 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.

“The leadership team at Elegant Hotel Collection brings with it decades of experience in the hotel sector. We pride ourselves on offering creative revenue generating initiatives alongside a programme of marketing, distribution and sales which will ensure that sales channels are optimised and driving measurable returns.”