Worldwide: Two weeks after IHG announced the launch of its luxury and lifestyle soft brand, the group has unveiled the name as Vignette Collection.
The introduction of Vignette marks the sixth addition to IHG’s brand portfolio in the past four years. It takes the chain’s total of brands to 17, inclusive of nearly 6,000 hotels in more than 100 countries.
Owners of independent hotels who join IHG’s new collection will be able to retain the hotel’s identity whilst gaining access to the group’s distribution powers, revenue delivery and guest reservation systems, as well as IHG Rewards loyalty program.
Hotels will also be supported in responsible business initiatives and will have the opportunity to engage with local youth empowerment groups. This will involve skills-building resources, on-site events, and volunteering.
Among the first hotels to join Vignette are Hotel X, a five-star property in Brisbane, Australia, and the Pattaya Aquatique hotel in Pattaya, Thailand.
Keith Barr, CEO at IHG Hotels & Resorts, said: “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 and lifestyle portfolio in recent years, which at more than 400 hotels and 100,000 rooms is the second largest in the industry,” Barr added. “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.”