IHG Launches New Luxury Brand, Vignette Collection

IHG Hotels & Resorts has today announced Vignette Collection as its new Luxury & Lifestyle brand, with hotels in Australia and Thailand the first to join the collection. This is the 17th brand for IHG and aims to better place the company in a position to compete in the luxury market..

Vignette Collection becomes the sixth addition to IHG’s brand portfolio in the past four years. IHG now has 6,000 hotels in more than 100 countries.

IHG is not very well known for its luxury properties. But acquisitions Regent Hotels & Resorts and Six Senses Hotels Resorts Spas, and the international expansion of Kimpton Hotels & Restaurants and Hotel Indigo have helped pave the way.

Here’s what Keith Barr, CEO, IHG Hotels & Resorts, aid about the new brand:

“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.”

Among the first hotels to join IHG’s Vignette Collection will be Hotel X, a 5-star hotel, dining and lifestyle destination in the center of Brisbane’s Fortitude Valley, Australia. Hotel X’s distinctive design and luxurious facilities celebrate this iconic Brisbane neighborhood Thailand’s vibrant Pattaya Aquatique hotel will also be one of the first hotels to join the Vignette Collection. The hotel is based in Pattaya’s Aquatique district, the city’s first iconic lifestyle destination.

Vignette Collection

IHG’s Vignette Collection will provide one-of-a-kind stays, with each hotel serving up a distinct service style and character. Vignette Collection will meet the needs of travelers seeking exciting independent stay experiences, and provide a greater choice of outstanding destinations to earn and burn loyalty points.

Nowhere is this more sought after than in Luxury & Lifestyle, where the desire for distinct experiences and unique service is permanent. Seamless conversions of high-quality, unique independent luxury and lifestyle hotels and small portfolios will further fast-track IHG’s growth in a market worth more than $100 billion, and where more than 1.5 million rooms globally are currently independent. Over the next 10 years, IHG expects Vignette Collection to attract more than 100 properties globally.