In further proof that the luxury and lifestyle space is set to get ultra-competitive, IHG Hotels & Resorts is launching a new brand.
Vingette Collection will debut in Australia and Thailand, with Brisbane’s Hotel X and the Pattaya Aquatique hotel becoming the first properties to fall under the brand’s umbrella.
It’s the sixth addition to IHG’s brand portfolio in the past four years, with Vignette Collection taking it to 17 in total across nearly 6,000 hotels in more than 100 countries.
The collection is designed to give owners of world-class independent hotels the opportunity to retain their distinctive identity, while benefitting from IHG’s global scale, expertise and loyalty program.
Spanning from sun-kissed resort stays to urban escapes, the collection will include unique hotels that deliver one-of-a-kind experiences.
Its first Aussie hotel, Fortitude Valley’s Hotel X, is a five-star hotel, dining and lifestyle destination boasting a distinctive design, luxurious facilities, ultra-cool art, Avant-Garde lighting and cityscape views.
Thailand’s vibrant Pattaya Aquatique hotel will also be one of the first hotels to join Vignette Collection in collaboration with Thailand-based lifestyle real estate group Asset World Corporation Public Company Limited. The hotel is based in Pattaya’s Aquatique district.
IHG chief executive Keith Barr said: “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 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.”