IHG Hotels and Resorts has announced the launch of the Vignette Collection, the hotel group’s newest lifestyle and luxury brand. During its earnings call earlier this month, IHG announced it would debut a new luxury leisure brand.
Now the group has revealed the name Vignette Collection, and more details about the brand, which is set to debut in Australia and Thailand. Among the first properties will be the five-star Hotel X in Brisbane’s Fortitude Valley, Australia, and Thailand’s Pattaya Aquatique hotel, which joins through a partnership with Thai real estate group Asset World Corporation Public Company Limited.
The brand has set a goal of attracting more than 100 properties globally over the next ten years. IHG says the collection will include properties in “sought-after urban and resort locations” and offer “one-of-a-kind stays, with each hotel serving up a distinct service style and character.”
For a preview of Vignette Collection, take a look at IHG’s video introducing the brand:
The brand will participate in the IHG Rewards loyalty program, and will further the company’s ‘Journey to Tomorrow,’ IHG’s internal sustainability program that the hotel group says offers “a set of commitments to drive change for people, communities and the planet.”
The hotel group says adding the new brand will increase “opportunities of conversions and further strengthen our position in luxury and lifestyle,” which already includes such names as Six Senses, Regent, Kimpton, Intercontinental and Hotel Indigo.
“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,” noted Keith Barr, CEO of IHG Hotels and Resorts. “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.”
The addition of the Vignette Collection brings to 17 the number of brands in the group’s portfolio across nearly 6,000 hotels in more than 100 countries.