In hospitality news from leading luxury player Orient-Express Hotels, a new associate hotels programme by them promises independently owned and managed hotels new momentum.
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This, according to David Williams, chief marketing officer, Orient-Express: “An opportunity to enhance our portfolio of iconic travel experiences by partnering with independently owned and/or managed luxury hotels,” perhaps reveals a new trend of collaboration for high end hoteliers? Williams continued:
“Our boutique collection is uniquely positioned to work with like-minded hoteliers who wish to preserve their established individual brand reputation, but who share the vision of the Orient-Express umbrella brand, offering an equal standard of authentic experience, revenue return and service as our owned properties.”
By utilizing Orient-Express’ already extensive network, and their suite of services for sales, individual luxury hotels may well find a bold new channel to market across. And when so-called “next generation websites” are factored in, this writer wonders at how boutique and other marketing companies providing such suites will be affected? WIHP Hotels, O’Rourke, even Mr. & Mrs. Smith would seem to be losing a little ground to this Orient-Express move, even if in theory. This news is about large hotels, but it might as easily include four and five star boutiques.
Jean-Louis Leimbacher, general manager of Hôtel du Palais, added his thoughts on the programme:
“Hôtel du Palais has been a landmark in Biarritz for 120 years and we were looking for an opportunity to increase our distribution without sacrificing our iconic brand identity. In Orient-Express we have found a partner with the mindset of an owner-operator that really understands how to preserve our individual personality and at the same time grow our revenue with intelligent marketing and distribution channels.”
The Orient-Express Associate Hotels programme is by invitation only. Partnering hotels will be selected for their iconic reputations and other criteria set by Orient-Express. For more information, readers can visit the original Orient-Express press release here, or reach the following contacts: Sara Mirza or Emily Wilson at Orient-Express on 0203 117 1376 or sara.mirza@orient-express.com, Emily.wilson@orient-express.com.