Elegant Hotel Collection has ventured into the luxury soft market and has introduced 25 luxury properties. The company targets 50 hotels globally by the summer of 2024.
The independently-owned brand will grow on a curated, invitation-only basis and establish a luxury community where hotels will receive customized service. Member hotels will enjoy access to several benefits using the latest technology.
In a release, Elegant said it identified a gap in the luxury market and has designed its offering to reflect a fresh perspective on high-end travel. All the properties in its collection embody the five elements of the Elegant brand — hospitality, authenticity inclusivity, innovation and sustainability.
Some of the founding members of Elegant include properties such as Home House in London; Rosselli AX Privilege in Malta; the Exclusive Collection (Pennyhill Park, South Lodge, Lainston House, The Manor House, Royal Berkshire and Fanhams Hall), Sunborn Hotel Gibraltar; Paresa Resort Phuket in Thailand; La Sultana Oualidia in Morocco; Cresta Palace Hotel in St Moritz; and Stapleford Park.
“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,” said Catt McLeod, vice president, brand development, at Elegant Hotel Collection.
HotelREZ Hotels & Resorts will manage Elegant’s member distribution.
The company will adopt a dynamic, technology-driven approach to distribution and operate on a pay-on-performance model. This model will lean towards results-based pricing over prohibitive fixed costs and deliver measurable ROI.
All Elegant member hotels will be able to access benefits that will help them thrive in the competitive environment while using the latest technology to target demographic buying behavior.
Elegant will help independent luxury property hoteliers find their unique traits and thrive and offer personalized support, global distribution and incremental growth with a positive financial return, Stephanie Hall, group director of sales and marketing, Exclusive Hotel Collection said.
Elegant’s brand marketing and channel distribution plans will include a Booking Engine, a complete suite of Web Services, GDS, OTA, multi-media and content management, RFPs, commission processing and a tailored social media.