Worldwide Hospitality Awards

Weaving responsibility, community and locality together, Vignette Collection is a means for good – as a brand, in our hotels, and through our guests’ choices.

Allow us to introduce you. Vignette Collection is a group of hotels with a fresh focus. One that puts people at the heart of everything around it and reframes luxury hospitality for the better.

We named it after a vignette – a descriptive story or illustration used to capture the detail and emotion of moments, often marking the start of new chapters. The hotels in our collection will be unique in their own right, with their own distinct story to tell, yet connected by a shared vision – that travel should benefit local people and their communities.

As the newest member of our IHG Hotels & Resorts family, Vignette Collection shares our company purpose to provide True Hospitality for Good. It shapes our culture, brings our brands to life and represents a commitment to make a difference every day to our people, guests and communities.

As a business and in every IHG hotel, we’re committed to looking after all those we interact with, but in a changing, challenging world, we’re expected to do even more, so we look ahead with a greater focus on making socially responsible choices – such as launching our newest brand.

Weaving responsibility, community and locality together, Vignette Collection exists to make a positive impact in every way. Whether it’s at Hotel X, a five-star hotel, dining and lifestyle destination in the centre of Brisbane’s Fortitude Valley, Australia, or The Aquatique hotel, a vibrant property in Pattaya, Thailand – the first two hotels to join our collection – we recognise that our guests and our people have acting responsibly at the forefront of their minds.

In shaping Vignette Collection, we responded to the increase in demand for authentic, experiential and responsible hotel stays, and brands that show a commitment to social responsibility. We’re ready to welcome the next generation of luxury travellers – those thoughtful venturers who want to make positive choices, even while they’re away from home, and who have a discerning eye for both style and substance, and an eagerness to discover something new.

A recent global study commissioned by IHG of 9,000 travellers revealed that more than 80% of those surveyed believe it is important to choose a hotel brand that operates responsibly. Informed by this insight, Vignette Collection will help us bring positive change for our people, communities and planet as we partner with companies and charities to deliver IHG’s Journey to Tomorrow 10-year responsible business action plan, aligned to the United Nations’ 17 Sustainable Development Goals.

At a brand level, we will partner with organisations that can help us change things on a grand scale, paving the way to a brighter tomorrow, and we’re creating toolkits that will help guide and support our hotels in creating this positive change.

We’re passionate about making a long-lasting impact, so we’ve set out to provide continuous support and regular donations to partners such as JA (Junior Achievement) Worldwide – a leading Youth Empowerment charity that supports the next generation of our global workforce. We believe in the boundless potential of young people and want to empower and equip them, and together we’ll support the development of key materials and resources focused on work readiness, financial literacy and entrepreneurship.

Our hotels will also have the option to work with JA Worldwide or local charities, and we’re encouraging them to support young people and community initiatives, and hire home-grown talent, as they build a brighter future for the neighbourhoods we operate in.

We’re there for our owners and hotel teams as they choose and develop the initiatives they feel will make the most impact. It may be to educate and empower local youngsters by partnering with a school or youth charity to offer work experience or shadowing opportunities, or perhaps through mentoring them, or giving speeches at hospitality schools. They may wish to support those most in need by donating to local food banks, organising collection points for guests to give clothes to charity, or working with local partners to find much-needed furniture and equipment. And they’re perfectly placed to launch community initiatives of their own – from beach clean-ups to sourcing local and sustainably grown produce and working with charities to recycle plastic and food waste.

As for our guests, well, we passionately believe that every journey matters, so we want to give them the opportunity to support local charities and projects should they wish to do so.

But just by staying at a Vignette Collection hotel means they’re already making a difference – something we look forward to them doing with us for many years to come as, together, we make responsible choices as we explore the world again.

Vignette Collection: where luxury meets purpose.