L'Hotel X à Brisbane (Australie), un des premiers membres de la Vignette Collection d'IHG. The Hotel X in Brisbane, Australia, one of the first members of the IHG Vignette Collection.

Hotel collections, designed to house independent hotels with character, are all the rage. IHG has proven this once again with the launch of a new luxury brand, the Vignette Collection, which focuses on luxury and lifestyle. Its arrival in the IHG offer had already been mentioned at the beginning of August during the presentation of the group’s latest half-yearly results.

With the current crisis, owners of independent hotels and small chains are increasingly attracted by the commercial power of global leaders, whether it be their distribution system or the tens of millions of members of their loyalty program. Conversion is one of the biggest trends in hotel development today, and IHG has experienced this with the very successful launch of Voco. Positioned one step below the new Vignette Collection brand, i.e. in the premium segment, this brand has passed the 50 hotel mark worldwide

in just two years of existence.

If the IHG Group is adding another string to its bow to attract those hoteliers looking for strategic support, the Vignette Collection is adding to the British group’s luxury offering. Alongside its flagship InterContinental brand, its portfolio of luxury hotels has been greatly expanded in recent years through acquisitions, most recently Six Senses and Regent Hotels, and Kimpton Hotels a few years ago. ” We have been strategic in making improvements to our luxury and lifestyle portfolio over the past few years, which, with more than 400 hotels and 100,000 rooms, is the second largest in the industry

,” said Keith Barr, CEO of IHG Hotels & Resorts.

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The Vignette Collection intends to build on this momentum by focusing on exclusive properties in urban and resort locations. Among the first hotels to join the Vignette Collection, two have already been announced: Hotel X, a five-star design and arty property in Brisbane, Australia, and the Pattaya Aquatic Resort in Thailand. IHG expects to have more than 100 hotels in the Vignette Collection within 10 years.