Elegant Hotel Collection has rebranded as Elegant Hotels of the World as it looks to expand its global footprint.
The launch coincides with an expansion of the brand’s portfolio, with seven new hotels joining across the UK and Asia-Pacific.
New additions include The Lakes by YOO in the Cotswolds, Foxhills in Surrey, The Zetter Bloomsbury, Fulham Pier Hotel and Bertrand’s Townhouse in London, alongside Tanah Gajah – A Resort by Hadiprana in Bali and TreeHouse Villas Koh Yao in Thailand.
The brand, part of HotelREZ Hotels & Resorts, said the move reflects the evolution of the soft brand model, giving independent hotels greater access to global distribution and commercial support while retaining their individual identities.
The company said demand for distinctive, locally rooted luxury experiences continues to drive traveller booking decisions, creating opportunities for independent hotels that can differentiate themselves from larger branded competitors.
Looking ahead, Elegant Hotels of the World plans to introduce Masterpiece by Elegant Hotels of the World, a new collection of five-star properties that will sit alongside its existing luxury portfolio.
Elegant Hotels of the World VP Catt McLeod said: “Luxury today is far more personal than ever. Travellers are increasingly drawn to hotels that offer a strong sense of individuality and connection to place.
“Elegant Hotels of the World brings together a growing global portfolio of hotels defined by originality, character and a clear sense of identity.”
As part of the rebrand, Elegant Hotels of the World has launched a new consumer-facing website designed to drive direct bookings through destination-led content and curated hotel collections.
