IHG reveals new luxe brand as Vignette Collection

Brisbane's Hotel X to be among new luxury lifestyle brand's first property

Hotel X Fortitude Valley, Brisbane

Australia and Thailand have been earmarked as the first destinations for IHG Hotels & Resorts‘ new luxury brand revealed today [Tuesday 24 August 2021], as Vignette Collection.

Vignette Collection is the sixth addition to IHG’s brand portfolio in the past four years, taking it to 17 in total across nearly 6,000 hotels in more than 100 countries. The Collection bolsters IHG’s fast-growing Luxury & Lifestyle offer for both leisure and business travellers.

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IHG’s Vignette Collection will give owners of world-class independent hotels the opportunity to retain their distinctive identity, while benefitting from our global scale, Luxury & Lifestyle expertise, and powerful IHG Rewards loyalty program. These exclusive properties in sought-after urban and resort locations will accelerate IHG’s growth and meet an increasing appetite from travellers for one-of-a-kind stays.

Keith Barr, CEO, IHG Hotels & Resorts, hinted at the imminent launch of the new brand earlier this month.

“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,” Barr said today.

“As our first hotels in Australia and Thailand both showcase, each property is as unique as the next, and all will be endorsed by IHG’s trusted reputation for quality.”

“We’ve been strategic with the enhancements we’ve made to our Luxury & Lifestyle portfolio in recent years, which at more than 400 hotels and 100,000 rooms is the second largest in the industry.

“We’ve built on the heritage and global success of our InterContinental brand, with the rapid international expansion of Kimpton and Hotel Indigo, and acquisitions of Six Senses and Regent. We expect to attract more than 100 Vignette Collection hotels in 10 years, and the brand will be key to delivering our ambition of industry-leading net rooms growth.”

Among the first hotels to join IHG’s Vignette Collection will be Hotel X, a 5-star hotel, dining and lifestyle destination in the centre of Brisbane’s Fortitude Valley. Hotel X’s distinctive design and luxurious facilities celebrate this iconic Brisbane neighbourhood through ultra-cool art, Avant Garde lighting and exceptional views of the cityscape.

Thailand’s vibrant Pattaya Aquatique hotel will also be one of the first hotels to join the Vignette Collection. Working in collaboration with Thailand’s leading integrated lifestyle real estate group, Asset World Corporation, the hotel is based in Pattaya’s Aquatique district, the city’s first lifestyle destination.

Hotel X Brisbane Fortitude Valley | Source: Facebook

IHG’s Vignette Collection will provide one-of-a-kind stays, with each hotel serving up a distinct service style and character. By joining IHG’s Vignette Collection, owners of independent hotels and small chains will gain access to world-class revenue delivery and guest reservation systems, Luxury & Lifestyle expertise, IHG Rewards loyalty program, and procurement savings.

Alongside the significant owner benefits, Vignette Collection will meet the needs of travellers seeking exciting independent stay experiences, and provide a greater choice of outstanding destinations to earn and burn loyalty points.

Seamless conversions of high-quality, unique independent luxury and lifestyle hotels and small portfolios will further fast-track IHG’s growth in a market worth more than US$100 billion, and where more than 1.5 million rooms globally are currently independent.

Hotel X Balcony

Luxury meets purpose

As part of IHG’s long-term Journey to Tomorrow responsible business plans, the group is committed to caring its our people, communities and planet. Vignette Collection will embrace this – IHG will work with owners and hotel teams to engage with initiatives of their choosing, as part of a shared vision to build brighter futures for people in the communities where they operate. Hotels will also have the opportunity to positively impact local youth empowerment groups through dedicated skills-building resources, on-site events, and volunteering.

More at vignettecollectionhotels.com/

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