Curator Hotel & Resort Collection aims to boost the performance of the best small brands and independent lifestyle properties around, without compromising on their unique qualities.

Seven hotel owners and operators have joined forces to create Curator Hotel & Resort Collection. We find out what sets this new brand apart.

Celebrating unique hotel experiences

This new owner-centric platform promises to help hotels strengthen their performance by providing best-in-class agreements, services and technology without diminishing their individuality. Having been founded by owners and operators, the collection is designed to give members the power to operate on their own terms.

The collection’s seven founding members are Pebblebrook Hotel Trust, Benchmark Global Hospitality, Davidson Hotels & Resorts, Noble House Hotels & Resorts, Provenance Hotels, Springboard Hospitality and Viceroy Hotels & Resorts. They represent more than 120 independent lifestyle hotels and resorts across the US, with many more reportedly poised to join over the next six to 12 months.

“Curator is a champion for the independent lifestyle hotel, uniting and empowering individual small brands and properties,” said Jon Bortz, founder and chairman of Curator Hotel & Resort Collection and founder, chairman and chief executive officer of Pebblebrook Hotel Trust. “Every property in the Curator Collection offers its own distinct, singular guest experience. We’re excited to bring these hotels and resorts together in one collection that is incredibly diverse, yet unmistakable cohesive.

“We are seeing a rapidly growing segment of sophisticated travellers who value independence and creativity in their hotels. These travellers are searching for individualised and unique experiences. Curator bridges the gap and connects these guests with independent hotels and resorts across the United States that provide just that.”

Curating the best independent properties

Each property in the collection will rely on strong customer ratings rather than mandatory standards to assure guests of their quality. For its part, Curator plans to boost these hotels’ performance by offering the benefits and support that come with belonging to a larger collection, while also utilising its economies of scale to provide members with better and less expensive services and products.

The collection takes care of vendor negotiations to execute and manage portfolio-level agreements, for example, helping owners reduce operating costs and increase profit. These benefits are added to by shared business intelligence reporting, insights, proprietary tools and technology solutions. Together, they will allow owners to focus more on attracting customers and growing revenue.

“Benchmark Global Hospitality is honoured to be a visionary owner with Pebblebrook and a part of this prestigious group of respected operators launching this innovative, owner-centric collection,” said Alex Cabañas, chief executive officer of Benchmark Global Hospitality. “Without question, as the independent and lifestyle segments of our industry grow in response to consumer demand, Curator fills a need for those owners seeking a competitive advantage without sacrificing their independent edge.”

A new Curator website will connect properties with guests who value the independent hospitality sector. A Curator badge will also appear on the websites of participating hotels and resorts.

Viceroy Washington DC (Photo: Mike Schwartz Photography)