Luxury soft brand Elegant Hotel Collection transitions to Elegant Hotels of the World amid growing demand for authentic travel experiences.
London, UK – Wednesday 24 June 2026 – Elegant Hotel Collection, the global luxury soft brand powered by HotelREZ Hotels & Resorts®, today announces its transition to Elegant Hotels of the World®, marking a new phase of scale, ambition and commercial discipline.
Anna Payne, Vice President of Global Brands, HotelREZ Group, commented: “Elegant Hotels of the World reflects the progression of a pioneering soft brand that is expanding its value proposition to offer independent hotels the global platform and commercial strength required to compete more effectively. Continued investment in the brand’s route to market sits at the centre of this progression, with the launch of new digital platforms that strengthen how hotels are discovered, considered and ultimately booked.”
Designed to improve visibility and strengthen demand generation, the new Elegant Hotels of the World website combines editorial storytelling, curated collections and destination-led content to position member hotels within a broader travel context that influences decision-making and supports more effective conversion.
Catt McLeod, Vice President, Elegant Hotels of the World, commented: “Luxury today is far more personal than ever. Travellers are increasingly drawn to hotels that offer a strong sense of individuality and connection to place. Elegant Hotels of the World brings together a growing global portfolio of hotels defined by originality, character and a clear sense of identity.”
Reflecting the growing demand for authentic travel experiences, Elegant Hotels of the World launches with an expanded global portfolio, welcoming new member hotels across the United Kingdom and Asia Pacific, including The Lakes by YOO (Cotswolds), Foxhills (Surrey), The Zetter Bloomsbury (London), Fulham Pier Hotel (London), Bertrand’s Townhouse (London), Tanah Gajah – A Resort by Hadiprana (Bali), and TreeHouse Villas Koh Yao (Thailand).
As a global soft brand Elegant Hotels of the World is designed to deliver measurable commercial performance rooted in a belief that profitability is fundamental to sustainable luxury. The next phase of growth will be supported by an expanding global demand ecosystem and the introduction of Masterpiece by Elegant Hotels of the World® – a curated tier of five-star properties that will sit alongside the brand’s core luxury Collection.
Powered by HotelREZ Hotels & Resorts, Elegant Hotels of the World forms part of a broader brand portfolio that includes Best Loved Hotels® and WithSoul Hotels®, collectively supporting independent hotels through a complementary mix of luxury positioning, consumer reach, experiential immersive travel, and global recognition as one of the industry’s biggest and most successful commercial orchestration engines, directly improving profitability and Net Operating Income.