IHG Hotels and Resorts ramps-up its luxury and lifestyle offering with the Vignette Collection

by James Wilkinson

IHG Hotels and Resorts has launched the Vignette Collection as its new luxury and lifestyle brand, with properties in Australia and Thailand kicking off the global debut.

The Vignette Collection is the sixth addition to IHG’s brand portfolio in the past four years, taking it to 17 in total across nearly 6,000 hotels in more than 100 countries.

Launch properties for the Vignette Collection include the new Hotel X in Brisbane’s Fortitude Valley and Thailand’s vibrant Pattaya Aquatique hotel.

IHG Hotels and Resorts CEO, Keith Barr, said the Vignette Collection further enriches IHG’s fast-growing luxury and lifestyle offer for both leisure and business travellers.

“Our new Vignette Collection gives IHG a compelling way to welcome world-class independent hotels into our brand family, combining each property’s distinctive identity with the power of our global scale,” he 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’ve been strategic with the enhancements we’ve made to our Luxury and Lifestyle portfolio in recent years, which at more than 400 hotels and 100,000 rooms is the second largest in the industry.

“We’ve built on the heritage and global success of our InterContinental brand, with the rapid international expansion of Kimpton and Hotel Indigo, and acquisitions of Six Senses and Regent.”

Barr said expectations were high for the new Collection to see solid growth across the globe.

“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,” he said.

Hotel X General Manager, Daniel Moran, said the 5-star property, which is known for its distinctive design and luxurious facilities, was a great fit in IHG’s Vignette Collection.

“We could not be more thrilled that Hotel X is one of the first hotels in the world to open under the Vignette Collection brand,” he said.

“We think the brand is a perfect fit for our luxury hotel in Brisbane’s Fortitude Valley, with its distinctive design and premium facilities that celebrates this iconic Brisbane neighbourhood through ultra-cool art, Avant Garde lighting and exceptional views of the cityscape.

“We are already a proud member of the IHG family, and today it’s such an exciting step to add the Vignette Collection badge to the door.”

Expectations are high for the growth of the brand in Australia and New Zealand, according to IHG’s SVP Managing Director – Japan, Australasia and Pacific, Leanne Harwood.

“In 2018 we opened the first voco in the world on Australia’s Gold Coast, and I’m delighted that Queensland will be taking on another first as home to one of IHG’s first Vignette Collection hotels globally,” she told Wayfarer.

“Hotel X is such a shining example of this great new brand, and I’d like to congratulate Chris Vitale and the Pointcorp team for taking this exciting step with us.

“We are seeing huge growth in the bespoke lifestyle sector and an increased interest in conversion opportunities in Australasia so, as we look ahead, we are excited by the potential of the Vignette Collection in this market,” she said.

Thailand’s vibrant Pattaya Aquatique hotel will also be one of the first hotels to join the Vignette Collection.

Working in collaboration with Thailand’s leading integrated lifestyle real estate group, Asset World Corporation Public Company Limited (AWC), the hotel is based in Pattaya’s Aquatique district, the city’s first iconic lifestyle destination.

“AWC feels honoured to be the first partner in Asia and one of the first globally to launch a hotel under IHG Hotels and Resorts’ new Vignette Collection,” said AWC’s CEO and President, Wallapa Traisorat.

“With the backing of IHG’s global systems and support, we are confident that our unique hotel, located in the vibrant and lively beachfront destination of Pattaya, will appeal to all travellers seeking inspirational and exceptional experiences.”

Whether it’s a city haven, sun-kissed resort, or beyond, IHG’s Vignette Collection will provide one-of-a-kind stays, with each hotel serving up a distinct service style and character.