Hilton recently expanded its luxury offering to include approximately 400 boutique hotels from the Small Luxury Hotels of the World (SLH) collection. These properties will be accessible via all Hilton direct booking channels, including Hilton.com and the Hilton Honors app.

These SLH properties will join Hilton's portfolio of luxury brands: Waldorf Astoria, Conrad, LXR and Signia. This strategic alliance significantly expands stay options for travelers, who will be able to choose from a variety of locations ranging from rustic cabins and treehouses to rainforest retreats and coastal villas.

Hilton Honors members will enjoy benefits while staying at SLH hotels, including the ability to earn and use Hilton Honors Points. Gold and Diamond members will also receive room upgrades based on availability and continental breakfast for up to two people, underlining Hilton's commitment to offering exceptional flexibility and value to its loyal guests.

European properties joining the Hilton platform include Nimb Hotel in Copenhagen, Grove of Narberth in Wales and Nobu Hotel Marbella in Spain.

Since the February announcement, 390 SLH properties have already joined the partnership, with more planned as the relationship between SLH and Hilton develops.

"The integration with Small Luxury Hotels of the World allows us to expand the Hilton stay experience and travel aspirations for all guests, with special opportunities for our loyal Hilton Honors members. The hundreds of independent properties are highly complementary to our renowned luxury portfolio and support Hilton's ongoing efforts to grow and create distinct, localized travel experiences for our guests." - Chris Silcock, president, Global Brands and Commercial Services, Hilton

"Through this collaboration, Hilton guests and Hilton Honors members will receive a warm welcome at SLH member hotels, allowing them to experience our distinctive approach to hospitality.  This alliance extends the reach of our boutique hotels to Hilton's loyal and discerning clientele, dramatically transforming the global independent hotel landscape." - Shaun Leleu, President, Small Luxury Hotels of the World

A strategy followed by major hotel groups

This recent partnership between Hilton and Small Luxury Hotels of the World (SLH) marks a significant step in Hilton's strategy to develop its luxury portfolio. This trend is part of a series of strategic moves seen in recent years among the major hotel groups, which are developing a variety of distribution strategies, including partnerships with platforms, acquisitions and alliances between groups. These operations enable them to extend their geographical presence, access new market segments such as the top end of the market and conquer other markets, optimise distribution costs, strengthen their visibility in the face of the OTAs, and innovate technologically to improve the customer experience.

Here are a few examples over the last decade:

Hyatt acquired Mr & Mrs Smith in 2023, increasing their global footprint with new luxury properties in destinations such as Fiji and Iceland. In 2022, Expedia Group and IHG Hotels & Resorts established a distribution partnership to optimise access to wholesale rates. In 2020, Hôtels & Préférence strengthened its distribution with leboncoin Group, integrating 150 establishments on its platform, and in 2018, Louvre Hotels Group signed a partnership with Barrière to attract Asian customers and strengthen their international presence. AccorHotels bought Onefinestay in 2016 for €148 million, aiming to consolidate its leadership in high-end urban property rentals, while in 2012, seven major groups - Best Western, Choice Hotels International, Hilton Worldwide, Hyatt Hotels Corporation, InterContinental Hotels Group, Marriott International and Wyndham Hotel Group - launched Roomkey.com to compete with OTAs.