Elegant Hotel Collection launches with aim to grow to 50 member properties

A new luxury global soft representation and distribution brand for hotels has launched with the aim to grow to 50 properties by summer 2024.

Elegant Hotel Collection is independently owned and will expand on a curated, invitation-only basis.

It has launched with 25 member properties, including Home House in London, Stapleford Park near Melton Mowbray, and the Exclusive Collection, which comprises luxury hotels including Pennyhill Park in Surrey (pictured) and South Lodge in West Sussex.

Elegant will operate on a pay-on-performance model and members hotels will be directly bookable through its website.

Hotels will receive tailored account management plans around sales and marketing initiatives, including social media and global partnerships, as well as access to a full suite of web services, Elegant said.

Catt McLeod, vice president brand development at Elegant Hotel Collection, said: "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."

HotelRez Hotels and Resorts has been chosen by Elegant to handle is member distribution.

Mark Lewis, chief executive and co-founder of HotelRez, said: "A model which focuses on performance, not high fixed costs is a refreshing change within the soft brand sector."