The hotel industry will soon have nothing to envy from the busy fashion week calendars. Almost every season, a group releases its new label, including Tribute Portfolio at Starwood in 2015, Quorvus at Carlson Rezidor and Curio - À Collection by Hilton in 2014. This spring 2016, it's Hyatt's turn to unveil its Unbound Collection. The American group's new showcase will bring together hotels that have two things in common: they are luxurious and have written the hotel history of their destination. Among the first four to be included in this circle are the Coco Palms in Hawaii, which has been the setting for numerous films such as Blue Hawaii with Elvis Presley, the Carmelo Resort in Uruguay, one of the most luxurious resorts in South America, the Driskill Hotel in Austin and the Haussmann-style Hôtel du Louvre in Paris.
The future hotels in the collection, whether urban, resorts or boutique hotels, will share a rich history, an exclusive location or striking architecture and recognised design. According to some observers, this collection could even extend beyond hotels to include luxury cruises and even private flats, as Hyatt has acquired a stake in onefinestay, Airbnb's upmarket competitor.
The emergence of these 'soft brands' is one of today's major trends. Like its sister brands, the Unbound Collection aims to attract independent establishments whose personal character appeals to travellers. In return, these hotels benefit from the marketing strength of global groups and the millions of members of their loyalty programmes.
The trend seems to be gaining ground in France. Launched in 2010, Marriott's Autograph Collection, which is approaching the 100-establishment mark, is present in Lille, Rouen and Nice. In Paris, the Tribute Portfolio brand, which has attracted some fifteen hotels in less than a year of existence, has just affiliated two boutique hotels, the Metropolitan and Dokhan's, while Curio by Hilton will soon have a new establishment near the Montparnasse station, in addition to having recently welcomed the Astor hotel. Hitherto confined to North America, Choice Hotels' Ascend Collection, the doyenne of these 'light' brands born in 2008, has also made its appearance in Nice, with the hotel La Malmaison. Finally, the Best Western Premier Collection, which made its debut in Liverpool last year, opened in Rennes in January and plans to arrive in Strasbourg as summer approaches.
Tru by Hilton, truly young at heart
In addition to Curio, Hilton Worldwide has added a mid-range brand to its offering, Tru by Hilton, which is both young in spirit and affordable in price. On the programme: comfortable, bright rooms, extra-large lobbies divided into four zones dedicated to dining, work, relaxation and play with a Play Zone and a real high-tech accent with a media wall in the lobby and mobile check-in. The first Tru is due to open in the United States at the end of the year. With 120 signed hotels and thirty additional projects, the brand should quickly cover most American cities.
