The Hilton Group is getting closer to one of the big names in independent hotels: Small Luxury Hotels of the World (SLH). The American group has just announced an exclusive strategic partnership with this network of more than 550 independent luxury hotels which will gradually be offered to its customers, in particular the 180 million members of the Hilton Honors program. " Over the coming months, this extraordinary portfolio will be added to our already strong and growing luxury product offering, and will further strengthen the already powerful impact of our network." commented Hilton CEO Christopher Nassetta, during the presentation of the results for the last quarter of 2024.
" This partnership with Small Luxury Hotels of the World will give Hilton guests and Hilton Honors members access to a collection of prestigious hotels within new luxury destinationsgiving them more opportunities to dream, book, earn and redeem points with Hilton. "said Chris Silcock, President of Brands and Commercial Services for the major American group.
This is not a new discovery: hotel groups are making a soft spot for independent establishments. Often through their various collections aimed at attracting into their fold these advocates of a de-standardised hotel industry - the Curio, Autograph, Unbound, Vignette or Handwritten Collection among others - but also, sometimes, by forging close links with recognised chains.
Last year, for example, Hyatt acquired the reservation platform Mr. & Mrs. Smithwhich markets more than 1,500 top-of-the-range and even very top-of-the-range hotels, extending its footprint in destinations where the American group was not present. A little earlier, the IHG group had also formed a partnership with Mr. & Mrs. Smith to distribute a selection of 400 of their hotels on its website. As for the contemporary offering of Design Hotels, it has been taken over by the former Starwood group. since the beginning of the last decade. And since Marriott has swallowed Starwood, the chain will be wholly owned by the world's leading hotel group from 2021.
While further details of this new collaboration are expected to be unveiled shortly, participating SLH hotels will be able to be reserved across all Hilton channels in the coming months. " Hilton guests, including Hilton Honors members, have access to our unrivaled collection of uniquely charming hotels, while our properties enjoy an amplified reach to a new, loyal and discerning audience. "said a delighted Shaun Leleu, Chairman of the Board of Small Luxury Hotels of the World.
As for the heavyweight of the global hotel industry, this partnership strengthens its position in the luxury hotel sectorThis is a segment where, despite the growth of its Waldorf Astoria, Conrad and LXR brands, Hilton is still a long way from offering as many establishments as Marriott, or even Accor, IHG or Hyatt.
