![[Credit: The Shepherd Mayfair]](https://boutiquehotelnews.com/wp-content/uploads/2026/07/The-Shepherd-Mayfair-Concept-Jams3.jpg.webp "The-Shepherd-Mayfair-Concept-Jams3.jpg")
Reading Time: < 1 minuteUK: The luxury boutique hotel The Shepherd Mayfair is due to open on 1 September 2026, located in the West End of London.
Reading Time: 2 minutesGreece: The TownHouse Mykonos, part of the luxury soft brand Elegant Hotel Collection, has been awarded a Michelin Key in the inaugural round of awards for Greece.
Reading Time: 2 minutesUK: The luxury Galgorm Resort in Northern Ireland has joined soft brand Elegant Hotel Collection, bringing the group’s total membership to 32.
Reading Time: 2 minutesBoutique Hotel News held its latest Feed Your Mind event in partnership with Sky Business, exploring the topic of premiumisation driving innovation, hosted at Haymarket Hotel in London.
Reading Time: < 1 minuteWorldwide: Luxury hotel group Elegant Hotel Collection, powered by HotelREZ, has signed an agreement with sales and marketing company Discover the World to boost representation.
Reading Time: < 1 minuteUK: Luxury soft brand Elegant Hotel Collection has appointed Anna Payne as director of marketing, partnerships and loyalty.Â
Reading Time: < 1 minuteBHN caught up with Catt McLeod, vice president brand development of Elegant Hotel Collection, to learn more about why the soft brand was launched and how independent boutique hotels can adapt to changing consumer preferences. Filmed at the Independent Hotel Show London 2023.
Reading Time: 2 minutesWorldwide: Luxury soft brand Elegant Hotel Collection has launched with 25 hotel members and plans to expand to 50 properties by summer 2024.
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