IHG Hotels & Resorts has today announced Vignette Collection™ as its new Luxury & Lifestyle brand, with hotels in Australia and Thailand the first to join the collection.
Vignette Collection becomes 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.
IHG’s Vignette Collection will be similar to other corporate boutique brands such as Hilton’s Curio and Marriott Autograph by giving owners of luxury independent hotels the opportunity to retain their distinctive identity, while benefitting from the IHG brand support and the IHG Rewards loyalty programme. These exclusive properties will meet the increased demand from travellers for more individual properties. Leisure travellers in particular want something different from the usual cookie-cutter corporate brands.
Keith Barr, CEO, IHG Hotels & Resorts, commented: “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. 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, Australia. Hotel X’s distinctive design and luxurious facilities celebrate the Brisbane neighbourhood through art, Avant Garde lighting and exceptional views of the cityscape.
Thailand’s 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 Public Company Limited (AWC), the hotel is based in Pattaya’s Aquatique district.
Mrs Wallapa Traisorat, CEO and President, AWC, commented: “AWC feels honoured to be the first partner in Asia and one of the first globally to launch a hotel under IHG Hotels & Resorts’ new Vignette Collection. With the backing of IHG’s global systems and support, we are confident that our unique hotel, located in the vibrant and lively beachfront destination of Pattaya, The Aquatique, will appeal to all travellers seeking inspirational and exceptional experiences.”
The Aquatique Pattaya resort which is still being built will have several brands including Vignette with a new Autograph Collection hotel set alongside the Pattaya Marriott Marquis Hotel and JW Marriott The Pattaya Beach Resort & Spa, both still under development.