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IHG launches new luxury & lifestyle brand Vignette Collection

IHG Hotels & Resorts has introduced a new luxury, lifestyle collection brand called Vignette Collection.

It 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 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.

Its sixth brand will debut in Australia and Thailand. The brand will have both urban and resort properties.

The five-star Hotel X in Brisbane’s Fortitude Valley, Australia, will be one of the first properties to join the collection.

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 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.

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