IHG launches new luxury and lifestyle brand Vignette Collection

24 Aug 2021 by Hannah Brandler
Hotel X Brisbane

IHG Hotels and Resorts has revealed the name of its new lifestyle and luxury brand: the Vignette Collection.

The hotel group announced in its half-year results earlier this month that it would open a luxury leisure brand, with aims to attract more than 100 properties globally over the next ten years.

The group has now offered further details about its sixth brand, which will debut in Australia and Thailand. The properties included will be in “sought-after urban and resort locations” and offer “one-of-a-kind stays, with each hotel serving up a distinct service style and character”.

The five-star Hotel X in Brisbane’s Fortitude Valley, Australia, will be one of the first properties to join the collection. The hotel features avant-garde lighting, “ultra-cool art”, and views of the cityscape.

Thailand’s Pattaya Aquatique hotel will also join the collection through a partnership with Thai real estate group Asset World Corporation Public Company Limited (AWC).

The hotel group released a video to introduce the new collection:

The collection will form part of the IHG Rewards loyalty programme, and will further the company’s ‘Journey to Tomorrow’ CSR programme – IHG says that the hotels will have the opportunity to positively impact local youth empowerment groups through skills-building resources, on-site events, and volunteering.

The group states that the brand will increase “opportunities of conversions and further strengthen our position in Luxury and Lifestyle”, which already includes brands such as Six Senses, Regent, Kimpton, Intercontinental and Hotel Indigo.

Keith Barr, CEO of IHG Hotels and 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.”

This brings the group’s portfolio to 17 brands across nearly 6,000 hotels in more than 100 countries.

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