IHG Hotels & Resorts has introduced a new luxury and lifestyle brand, Vignette Collection, with hotels in Australia and Thailand the first to join the collection. This seem like a bold move considering the situation the world is in right now and also based on the fact that Australia has gone into another lock down.
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 Hotel brand has been doing some amazing work over the years and this expansion has been in the pipeline for some time.
IHG’s Vignette Collection will give owners of independent hotels the opportunity to retain their distinctive identity, while benefitting from the group’s global scale, luxury and lifestyle expertise, and IHG Rewards loyalty programme. This works well in the case of the owners as every hotel should have its own style and vibe. Both countries are different form each other and their hotels should show the difference.
Among the first hotels to join IHG’s Vignette Collection will be Hotel X, a five-star hotel in the centre of Brisbane’s Fortitude Valley, Australia. There was a doubt that the hotel would make money considering the situation and as mentioned before the lockdown that has been imposed.
Thailand’s Pattaya Aquatique hotel will also join the collection, through a collaboration with Thai real estate group Asset World Corporation. There was also a doubt about Thailand weather it would be in the countries that people were allowed to travel to as most countries have countries that their citizens cannot and can travel to.
Properties under Vignette Collection will seek to provide one-of-a-kind stays in urban and resort locations. The group expects Vignette Collection to attract more than 100 properties globally over the next decade.