Elegant Hotel Collection, an independently owned brand, has announced its launch, entering the luxury soft brand market with 25 luxury hotels.

It plans to reach 50 properties worldwide by the third quarter of 2024.

This expansion strategy involves a selective, invitation-only approach, fostering a luxurious community that provides customised services to individual hotels.

Elegant Hotel Collection brand development vice-president Catt McLeod said: “We are thrilled to be launching the Elegant Hotel Collection and raising the profile of these exceptional hotels.

“Elegant Hotel Collection offers a compelling alternative to traditional legacy brands, delivering a fresh, dynamic and comprehensive approach to luxury representation. The Elegant Hotel Collection is underpinned by a full suite of global partnerships and marketing solutions along with best-in-class technology.”

The brand's properties are chosen to embody its five core values: hospitality, authenticity, inclusivity, innovation and sustainability.

It plans to combine personalised service with global marketing for a dynamic luxury distribution strategy.

Additionally, the brand’s commercial model prioritises results over fixed fees, thereby ensuring a measurable return on investment.

Elegant member hotels enjoy various benefits, including access to the latest technology to align with the preferences of their target audience.

The founding members of the Elegant Hotel Collection include Home House, London; Sunborn Hotel Gibraltar; Rosselli AX Privilege, Malta and Paresa Resort Phuket, Thailand.

HotelREZ Hotels & Resorts has been selected to oversee the distribution of Elegant Collection’s member properties.

HotelREZ Hotels & Resorts CEO and founder Mark Lewis said: “In the digital age, technology is a driving force behind the commercial success of any hotel—when used properly.

“Elegant Hotel Collection has rightly selected a global leader in distribution to support its growth.”

Elegant Hotel Collection will offer an extensive brand marketing and distribution strategy, with services such as a booking engine, web services, multimedia content management and more.

This strategy also covers sales and marketing activities, including social media, global travel trade and consumer brand marketing through agency partnerships.

Additionally, it focuses on using technology to attract the right customers directly.