Join Small Luxury Hotels of the World

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Join Small Luxury Hotels of the World Joinslh.com 20 CELEBRATING 20 YEARS OF LUXURY

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Celebrating 20 Years of Luxury

Transcript of Join Small Luxury Hotels of the World

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Join Small Luxury Hotels of the World™

Joinslh.com

20CELEBRATING 20 YEARS OF LUXURY

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Experience a Venetian palazzo of pure grandeur at Ca'Sagredo, Venice

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WELCOME | DECLARE YOUR INDEPENDENCE

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Now in our 20th anniversary year, the Small Luxury Hotels of the World™ (SLH) brand is an unrivalledportfolio of some of the world’s finest small luxury independent hotels. Comprising over 500 hotels in morethan 70 countries, the diversity of the individual hotels, and the experiences that they offer, is exceptional.From cutting-edge design hotels to palatial 17th century mansions, city centre sanctuaries to remote privateislands, historic country houses to idyllic resorts - the breadth and depth of the brand is far reaching.

While a hotel undoubtedly enjoys the benefits of being part of a global brand, SLH places enormousemphasis on celebrating the individuality of each hotel. This remains one of our core values and is central tothe continued success of the brand.

We strongly believe that the strength and credibility of the Small Luxury Hotels of the World™ brand isdependent on the quality of its individual hotels. Strict controls are applied to ensure that only the very besthotels with the highest standards are accepted into the brand, thus ensuring that the quality of the experiencethat guests receive is consistent across all SLH properties. To ensure that these exceptional standards ofexcellence are maintained, SLH has a carefully monitored ‘mystery guest’ programme which relies onvaluable reviews from inspectors who importantly are also consumers.

We encourage only the very best to apply to join the brand of Small Luxury Hotels of the World™ . As soonas you join, you will benefit not only from a wealth of experience, but also from our partnerships with otherluxury brands and established names. By being part of Small Luxury Hotels of the World™ your visibility andprofile will be enhanced. Your revenue will be maximised and your independence preserved.

Paul Kerr, Chief Executive OfficerFor Small Luxury Hotels of the World™Managed by Hill,Goodridge & Assoc Ltd.

A Warm Welcome to

Small Luxury Hotels of the Worldtm

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The Benefits of Joining Small Luxury Hotels of the Worldtm

“To me, being a member of Small Luxury Hotels of the World™ signifies being part of an internationalnetwork with all the advantages that entails. A raised image for my hotel, professional performances, welltuned partnerships and inspiring, likeminded colleagues; these are the elements I can count on bybelonging to this association. They are valuable assets which lift my business, motivate my employeesand give us enormous pride to be a member of Small Luxury Hotels of the World™.”

Daniela Sauter, Proprietor, Brandenburger Hof Berlin, Germany

1 - The number one luxury hotel brand offering the best customer experience

2 - Why join Small Luxury Hotels of the WorldTM?

3 - Worldwide presence and distribution of your hotel

4 - Dedicated support every step of the way

5 - Worldwide Exposure Through Marketing, Social Media And Public Relations

6 - Worldwide sales team support and opportunities

7 - Be part of a community of unique independent luxury hotels

8 - Achieve a high return on investment

LEFT: Experience Berlin’s beautiful Brandenburger Hof – right in the heart of the city

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1 | THE NUMBER ONE LUXURY BRAND OFFERING THE BEST CUSTOMER EXPERIENCE

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Baros, Maldives

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“A sample of wealthy consumers, the most discerning of all, rated Small LuxuryHotels of the World™ the luxury hotel brand that is most unique and exclusive…For a boutique luxury brand to earn the respect and admiration from theobjective and independent voice of the wealthy consumer is truly priceless and a tremendous accolade.”

Milton Pedraza, CEO, The Luxury Institute

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Coco Palm Bodu Hithi, Maldives

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In a recent survey by the New York based Luxury Institute, Small Luxury Hotels of the World™ (SLH) has once again beennamed the number one luxury hotel brand, beating moretraditional brands such as Peninsula and Ritz-Carlton. Addingto this accolade, is the top ranking for the first time for theluxury hotel brand that offers the “Best Customer Experience”,based on the views of actual customer experiences in SmallLuxury Hotels of the World™ properties.

In the Luxury Brand Status Index, Small Luxury Hotels of theWorld™ was named the luxury hotel brand most worthy of aprice premium and also the brand that people would be mostwilling to recommend to someone they care about. SLH alsoscored the highest out of all hotels surveyed for providingconsistently superior quality, for being unique and exclusiveand for making customers feel special.

In the Luxury Customer Experience Index, Small Luxury Hotelsof the World™ scored the highest out of all hotels surveyed foreffectiveness in terms of meeting guests’ needs, for having staff who are enthusiastic, polite and knowledgeable and forhaving an environment that is well-maintained and aesthetically pleasing.

“We would estimate that upwards of 75% of our newbusiness comes as a direct result of our association withSmall Luxury Hotels of the World™. What’s more, price israrely an issue with Small Luxury Hotels of the World™guests. They seem to be far more concerned with theexperience they will have.”

Gertrud Schneider, Proprietor, Kristiana Lech, Austria

The Number One Luxury Brand offering the Best Customer Experience

Naumi, Singapore

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2 | WHY SMALL LUXURY HOTELS OF THE WORLDTM ?

Oberoi Udaivilas, Rajasthan, India

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“Oberoi have been with SLH for many, many years. SLH hotels are distinctivewith a sense of place and this is what appeals to the discerning luxury traveler.When visiting new destinations, we know many guests use SLH to help in theirhotel selection. Often guests tell us that they first hear about our hotels throughSLH. This is a great endorsement for the SLH brand.”

Vikram Oberoi, Joint Managing Director, The Oberoi Group

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Why Small Luxury Hotels of the Worldtm ?

Small Luxury Hotels of the World™ is at the forefront of theluxury travel market. We have the experience, resources andstrategies to develop the true potential of your hotel. Becomingpart of Small Luxury Hotels of the World™ delivers tangiblebusiness benefits and offers real return on investment.

Small Luxury Hotels of the World™ has a unique managementstructure. It is a non-profit organisation – a mutual company, ithas no assets and no employees. It is Hill Goodridge andAssociates Limited, the UK based exclusive global managementcompany for Small Luxury Hotels of the World™ with 65employees based in their three offices in London, New York andSingapore, which formulates and executes the strategy thatdrives the brand forward.

Whilst the elected board of directors of Small Luxury Hotels ofthe World™ set the fees and are responsible for accepting andrejecting hotels, it is this unique structure that allows a simplefocus on delivery, reservations and maintaining the quality ofthe brand at minimum cost to the hotels. By being part of thebrand, your visibility and profile will be enhanced, your revenuewill be maximised and your independence preserved.

We are committed to serving the world’s finest small luxuryindependent hotels and resorts.

FOCUSED NICHE BRANDWe only market small independent hotels. We do not do largehotels or other accommodation types. The average size ofhotels is 49 bedrooms. With SLH, you are never a small fish ina big pond.

LEAST EXPENSIVE CHANNELOur fees are tailored to small independent hoteliers, and we areoften the lowest cost of distribution. We do not deal with lowtour operator rates nor merchant net rates. Our fees are nohigher than glossy magazine advertising or employing aninternational sales manager.

STAY INDEPENDENTWe have a ‘soft’ approach to branding. You can maintain yourindependent ownership but identify with one of the world’s topluxury hotel brands.

ALL INCLUSIVE FEESWe include many activities within the annual fee, such an entryin the prestigious annual global directory or core marketingprogrammes, distributed to 100,000’s consumers worldwide.

SMALL IS BEAUTIFULThe brand positioning exactly matches what luxury consumerswant nowadays – individuality, memorable experiences and asense of self identity. Consumers do not want cookie-cutter hotels.

DECLARE YOUR INDEPENDENCE | WHY SLH?

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Grand Barrail Château Hotel & Spa, Saint-Emilion, France

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Hoshinoya Kyoto, Kyoto City, Japan

ONE STOP DISTRIBUTIONOur reservation platform can handle all GDS, voice, website,mobile and third party website distribution. Your content, ratesand inventory are distributed to the eyes of over 450,000 travelagents worldwide and millions of web users. Our web bookingengine can also be used on your own individual website, at amuch lower cost than other limited distribution suppliers.

TRAVEL AGENCY FOCUSWe can offer unique access to luxury travel agencies worldwide.We have a strong sales team of actual employees, utilising theLX GDS code and one of the most powerful travel tradecustomer databases in the business and a dedicated website.

POWERFUL WEBSITEFor direct bookings, our website offers hotels a substantialpresence on the web, including multi-image photo tours,special offers, news, testimonials and one of the most powerfulinternet booking engines available.

TRAINED VOICE AGENTSWe have a team of reservation agents and VIP desks around theworld, fully trained to only sell SLH hotels.

DIFFERENTIATED MARKETINGWe recognise that every hotel is different. Every hotel is includedin at least one marketing programme, targeted at differentmarket segments such as Gastronomy or Spas or WeekendCountry Retreats.

LOYALTY AND RECOGNITIONMany SLH hotels have been part of the brand for over ten years.In terms of customers of the brand, Club SLH is one of themost powerful hotel recognition programmes, delivering repeatguests at higher ADRs.

BRAND RECOGNITIONWe have been consistently voted the number one luxury hotelbrand by The Luxury Institute. Our corporate communicationprogrammes and partnership marketing, provides globalawareness for your hotel at no extra cost.

QUALITY, QUALITY, QUALITYEach of our hotels are subject to a vigorous inspection process,both before joining the brand and throughout membership.

DEDICATED ACCOUNT MANAGEMENTUnlike pure distribution platforms, we have a global team ofaccount managers to support you every step of the way.

BY HOTELS FOR HOTELSSLH is a mutual organisation with no debt and healthy reserves.It is managed professionally, with a board of hotelrepresentatives elected every year by hotels.

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3 | WORLDWIDE PRESENCE AND DISTRIBUTION OF YOUR HOTEL

San Antonio, Santorini, Greece

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“Small Luxury Hotels of the World™ offers its hotels global representation in keymarkets. For a small private luxury hotel there is a no more efficient and costeffective method of distribution of information. There is no doubt that being part of Small Luxury Hotels of the World™ has opened many doors for BlanketBay and the other properties I have managed in New Zealand. Small LuxuryHotels of the World™ has been instrumental to our success.”

Philip Jenkins, Managing Director of Blanket Bay, New Zealand

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Worldwide Presence and Distribution of Your Hotel

Joining Small Luxury Hotels of the World™ can transform theelectronic distribution strategy of your property. Annually over$80m in net room revenue is driven through our reservationsystem at an average net room rate of nearly $350. For somehotels, the Small Luxury Hotels of the World™ ReservationsSystems contribute up to 40% of the hotel’s total room revenue.

By joining SLH, you will benefit from one ‘command centre’ tomanage all of your rates, across all booking channels. Once youhave joined SLH, you will be given 24-hour access via Internet(no proprietary hardware to install) to one of the hospitalityworld’s most powerful Central Reservations Systems (CRS).The CRS grants you and your operational team extraordinarypower and flexibility in managing everything related to onwarddistribution of your hotel rooms, from one system. Thesophisticated CRS holds your property descriptions, imagesand all rates and availability, including any negotiated orconsortia rates.

MULTIPLE DISTRIBUTION CHANNELSSLH provides you with the capability to manage your ratesacross multiple channels.

• Our award winning website – www.slh.com

• All four (GDS) global distribution system’s (Sabre, Amadeus, Galileo & Worldspan) used by over 450,000 business and leisure travel agents in over 90,000 travel agencies worldwide

• Internet sites powered by the GDS or internet third party sites

• SLH voice reservation centres

• SLH internet booking engine (white label service for your own website)

• Mobile devices such as the iPhone

Unlike some other distribution options, with SLH you retaincontrol across all distribution channels. No allocation isrequired, and nothing contractual automatically locks you intosupplying a certain number of pre-determined room nights. Ifyou suddenly get a large direct booking, you and your team havethe ability to close out your hotel for that night, in an instant.

GLOBAL TRAVEL AGENTSBy joining SLH, you will become part of a prestigious globalluxury brand, represented internationally to the travel industryby the GDS chain code LX, standing for LuXury. The importanceof this immediately identifiable distribution brand, linking yourproperty with a consistent group of luxury hotels to travelagents, cannot be underestimated. Compared to otherdistribution channels you might be using, global travel agentscan be a very cost-effective distribution channel. Some otherorganisations may try to entice you with the offer of

connectivity they claim is similar to us, but they cannot matchthe power of the strong SLH global brand. Travel agentsgenuinely recognise the LX code, while some other companieshave generic two-letter codes.

INTERNETOne of the most significant benefits of using the SLH CRS is thatyour team can be freed from the burden of manually maintainingmultiple 3rd party extranets. The SLH CRS can connect you to awide range of online travel agency websites, seamlessly.

SLH INTERNET BOOKING ENGINE ( IBE)By using the SLH IBE (white label booking engine) to powerreservations on your property website, you and your team canmanage your inventory through just one system. Our IBE iscurrently one of the most cost-effective booking systems on the market.

MOBILE DEVICESTo provide customers with as many choices as possible to lookand book your hotel, SLH also provides content andreservations on mobile platforms. SLH was one of the first hotelcompanies to launch an iPhone® App and we are constantlydeveloping our mobile strategy, with a new mobile optimisedwebsite and booking engine in the pipeline. Many of theseadvancements would not be possible for an individual hotel.

PEGASUS ONWARD DISTRIBUTION DATABASE (ODD)Alongside the Small Luxury Hotels of the World™ ReservationsSystem, becoming a part of the brand means that you areautomatically loaded into the Pegasus ODD. This is the systemused by many top Internet websites such as Expedia, Travelocityand Orbitz to provide content and availability. It provides fulldetails of your hotel to these websites making you highly visibleto an international audience.

SLH VOICE RESERVATION CENTRESSmall Luxury Hotels of the World™ has dedicated reservationoffices covering 18 countries, including China, Russia, UK andUSA: offering local language, toll-free hotel information andbookings.

SLH ONLINE DIGITAL L IBRARYSmall Luxury Hotels of the World™ provides its hotels with anonline central point for maintaining and distributing high-resolution digital images. This is an invaluable complimentaryservice which distributes images to the four GDS and the onwarddistribution channels. Each Small Luxury Hotels of the World™property can load over 30 high-resolution photographs, providingjournalists and other parties with immediate access to images ofindividual properties.

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DISTRIBUTION | DECLARE YOUR INDEPENDENCE

slh vip desks

hotels own web sitesusing slh ibe

slh.com

onlinetravel agencies

traditionaltravel agencies

mobile platforms

slh call centres

onlinetravel agencies Pegasus

slh reservationssystem

DISTRIBUTION CHANNELSThe SLH Reservations System is central to distributing your hotel effectively. It feeds voice centres, travel agents, GDS (GlobalDistribution System) and internet sites worldwide and has the potential to reach millions of prospective guests. All SLH hotels usethe code LX (for LuXury) in all GDS’s. The diagram below shows how the SLH Reservations System links your hotel to the world.

GDS-Amadeus, Galileo, Sabre, Worldspan (the systems used by travel agents to book travel arrangements)

Pegasus/Online Distributions Database (ODD) (provides content to websites such as Orbitz.com)

customer SLH Hotels

GDS LX

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4 | DEDICATED SUPPORT EVERY STEP OF THE WAY

Pangkor Laut Resort, Pangkor, Malaysia

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“Our Account Manager offers us an invaluable service – he is very much like apersonal trainer helping us sweat the value of our membership with a view tohaving a healthy return on investment. Together we are focused on achieving the same thing – maximising the marketing opportunities to maximise revenue.”

The Capital and Levin Hotels, London, England

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Dedicated Support Every Step of the Way

When you join Small Luxury Hotels of the World™, you will beintroduced to your dedicated Account Manager, who willensure you get the most from your investment. Your AccountManager can offer advice and assistance on new businessopportunities, reservation systems, joint marketing activitiesand events.

CONNECTING TO THE BRAND

It is vitally important that your hotel is fully connected to theSmall Luxury Hotels of the World™ brand. By actively engagingin the opportunities and initiatives that are offered to you, yourhotel will maximise its potential to generate reservations.Hotels that work hard in developing their relationship withSmall Luxury Hotels of the World™ do experience a greaterreturn on their membership investment.

REVENUE MANAGEMENT

In today’s increasingly competitive hotel industry, it is of criticalimportance to position your hotel appropriately within yourmarket. SLH will provide you with a comprehensive guide toaccurately assessing your hotel’s positioning, pricing and mosteffective strategies for maximising revenue, using best practicetemplates from peer hotels.

MYSLH.COM

Small Luxury Hotels of the World™ is far more than a simplereservation channel. We provide you with state of the art tools to help you run your business. When you join, you will be given access to MYSLH.com which is your one-stop shop for all your needs.

MYSLH.com has been built to support the businessrequirements of individual hotels, and allows you to maximiseyour partnership with the Small Luxury Hotels of the World™brand. MYSLH.com is the perfect platform to showcase ideasand initiatives that will help you generate reservations.

Brilliant Resort & Spa, Yunnan Province, China

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The Content ManagementSystem is an easy-to-use toolthat has been created toenable you to manage yourhotel’s information pages onslh.com. You are also able toadd special promotionaloffers, add details aboutindustry awards you may have won, or tell customersabout your responsibletourism initiatives.

MYSLH.com is your onlygateway to download andmanage your SLHreservations.

MYSLH.com is a resourcecentre that containsinformation about SLHaccounts, distribution,marketing, PR and sales.

• Dedicated space foropportunities whichinvites you to participatein revenue-buildinginitiatives.

•� Detailed informationabout events andexhibitions with online registrationfunctionality.

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5 | WORLDWIDE EXPOSURE THROUGH MARKETING AND PR

Fregate Island Private, Seychelles

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“Of the best-known worldwide luxury brands, only one is truly suitable for fine, small luxurious resort hotels: Small Luxury Hotels of the World™. SLH not only offers ideal marketing platforms for small properties such as us, but also produced substantial reservation volume within the first year ofmembership already and its outstanding brand awareness manages instantmarket recognition.”

Marc Aeberhard, Chairman, Fregate Island Private, Seychelles

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Worldwide Exposure through Marketing and PR

The marketing team at Small Luxury Hotels of the World™ isdedicated to driving reservations to your hotel, and increasingawareness of the brand throughout the world.

Our marketing and PR activities put your hotel name in front ofa global targeted audience of like-minded high net worthconsumers, all wanting a unique experience at a smallindependent luxury hotel.

WORLDWIDE EXPOSURE THROUGH AWARDWINNING WEBSITE SLH.COM

At the Travolution Awards, www.slh.com won 'Best HotelWebsite':

“SLH.com has managed to integrate inspirational imagerywith fantastic functionality and navigation across all itshotels. There is an incredible common theme runningthrough the site which clearly motivates but does notdamage the user experience.”

SLH.com is one of the world's most powerful luxury hotelwebsites. With over 12,000 pages dedicated to promotinghotels, SLH.com showcases your property to luxury customersthroughout the world.

Features include:

• Rich hotel content with strong photographyincluding photo gallery

• Easy-to-use reservations tool with live prices and availability

• Fully-optimised destination pages to drive traffic to hotel pages

• Special offers functionality to promote tactical or seasonal rates

• Downloadable hotel factsheets

• Google Maps

• Hotel news

Bovey Castle Hotel, Devon, England

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For your convenience, SLH.com is powered by a custom-builtcontent management system which allows you to updateinformation on your web pages as often as you like. You maywish to promote a seasonal package, add photos to your roomcategories, publish testimonials from satisfied guests or use the "news" section to announce important developments atyour property.

With thousands of pages dedicated to promoting hotels, and aprominent listing in Google for a 'luxury hotels' search, slh.comwill allow you to easily promote your hotel to potential luxurycustomers worldwide.

GLOBAL DIRECTORY

The Small Luxury Hotels of the World™ directory is one of thebrand’s strongest marketing tools and it enables you topromote your hotel to a worldwide audience. These coffee tablebooks are distributed to qualified travel agents, customers,luxury brand partners, journalists, global exhibitions, media and sales events, roadshows and all SLH properties throughoutthe world. Indeed, the directory sits in every bedroom of everyone of the SLH hotels!

You will receive a space dedicated to your hotel with a selectionof your very best photographs. Copy for the individual hotels isstylishly and evocatively written by a professional copywriter toensure that the very best characteristics of your hotel areincluded. Your individual SLH.com web address will bepublished in the directory as well as the unique ‘LX’ GDS codesfor your property.

Sentosa Resort and Spa, Sentosa, Singapore

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TARGETED MARKETING PROGRAMMES

Take advantage of being part of a global community of hotels!With over 500 hotels in the collection, Small Luxury Hotels ofthe World™ is able to engage in a series of marketingprogrammes that promote hotels by their regional location orthe experiences they can offer. All hotels, where appropriate, canparticipate in at least one themed programme without charge.

The principal objective of the marketing programmes is togenerate reservations. Rates can be booked through a dedicatedsection of SLH.com, all of the GDS channels and the SLH voicecentres. Beautifully designed over-sized A4 brochures areproduced to accompany each programme, and they aredistributed to a highly targeted audience including top producingtravel agents, SLH Club members and luxury brand partners. Theprogrammes are of particular interest to the media, and the SLHPR team is closely involved in their promotion.

Marketing Programmes include ‘City Sanctuaries, Gourmet, Spa,Beach Escapes, Country Retreats, Golf, Ski and Families by SLH’.

GIFT CERTIFICATES

Small Luxury Hotels of the World™ Gift Certificates are availablein three denominations – 100, 500 and 1000 – and in 3currencies (GBP, USD & EUR). Accepted at any Small LuxuryHotels of the World™ property, the certificates are the ideal wayof introducing new customers to the brand as well as drivingincremental revenue spend during redeemed stays. SLH is alsoset to add experience-based vouchers to the gift-certificateportfolio.

BRAND & CO-OPERATIVE ADVERTISING

To complement the brand advertising, Small Luxury Hotels ofthe World has a co-operative advertising programme thatallows hotels to pay for a share of advertising space with thebrand (and other hotels). This initiative is a means for hotels topenetrate quality publications on a cost effective basis. Usingthe power of the brand, SLH is able to negotiate significantdiscounts on advertising space which is not available to non-affiliated properties.

THE CLUB OF SMALL LUXURY HOTELSOF THE WORLD

Designed to build brand and hotel loyalty, The Club of SmallLuxury Hotels of the World™ is a guest recognition programmethat now has over 90,000 customers in membership. It willhelp you identify guests who are loyal to the brand, andrespond to their unique needs.

By offering tangible benefits and a highly personalised standardof service to these guests, hotels and the brand are rewardedwith increased repeat business. Participation is an obligation ofyour membership, and you will be contractually required todeliver the core benefits whenever a Club member booksthrough the appropriate channels. There are no costly air milesor points to pay for, and you will be rewarded with high-valuereservations. Other than voice reservations, bookings madethrough The Club generate the highest average room rate andlength of stay. In addition, Club members spend more on spas,food and beverage and other incidentals than non-loyal guests.

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Small Luxury Hotels of the World™ uses Club member data to execute targeted marketing campaigns to promote the SLH properties and drive reservations. All hoteliers areextended an opportunity to promote their properties throughregular e-newsletters and a dedicated Club section of theSLH.com website.

GUEST PROFILE

One word describes the typical guest of Small Luxury Hotels ofthe World™: discerning. As you would expect of a global brandwith a presence in over 70 countries, our customers areinternational and are distinguished by higher-than-averageincomes. As experienced travellers, they have the means to affordthe best, they expect the best and most importantly, they areprepared to pay for it – evidenced by the fact that 50% of themtravel business class, first class or use a private jet for air travel.They value the unique character and charm of the SLH brand,choosing individuality over uniformity throughout their travels.

PLACE OF RESIDENCE:43%: Americas22%: Europe (excluding UK)21%: United Kingdom12%: Asia*Data based on the 90,000 members of The Club of Small Luxury Hotels

of the World™, the brand’s guest recognition programme.

AGE:22%: Up to 34 years of age30%: 35 - 44 years of age23%: 45 - 54 years of age16%: 55 - 64 years of age9%: 65 years +

HOUSEHOLD INCOME:23%: up to $200,00027%: $200 - $400,00010%: $400 - $600,0005%: $600 - $800,0002%: $800 - $1,000,000

CLASS OF AIR TRAVEL:43%: Business class6%: First class1%: Private jet

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PARTNERSHIP MARKETING

Small Luxury Hotels of the World™ seeks to develop strong andmeaningful marketing partnerships with like-minded brandsand organisations around the world.

Working closely with several luxury partners on a variety ofmarketing and promotional activities enables Small LuxuryHotels of the World™ to raise brand awareness, generatereservations and grow our customer database for The Club. Keyjoint marketing activity with brands such as Financial Times,Cunard, Montblanc, Porsche, HSBC Premier, Xexec, SamsoniteBlack Label, Singapore Airlines, Land Rover, Mercedez-Benz,Net Jets, Oyster Marine etc also helps to reinforce Small LuxuryHotels of the World’s luxury brand positioning.

AMERICAN EXPRESS

Small Luxury Hotels of the World™ also has a long standingpartnership with American Express which includes preferredpartner status with the Platinum and Centurion programmes.

‘Platinum members are affluent high net worth professionals,decision-makers and frequent travellers, who are used to thefiner things in life and enjoy treating themselves. AmericanExpress Platinum Card is more than just a card: it unites acommunity of cosmopolitan, family-orientated men andwomen, who travel widely for both business and pleasure’.(American Express)

‘Centurion members are super-affluent high net worthindividuals on a continual quest for the best and mostexclusive. They own companies and frequently travel; theydefine success. Exceptionally discerning and style-conscious,Centurion readers are global players who gain truly worldwideaccess to the inaccessible. They do not compromise and expectonly the highest level of personal commitment from thosearound them: individually tailored service, unlimited financialpower, exclusive travel benefits, global access and influence.Centurion is a global community of the highest earners andspenders on the market’. (American Express)

SLH has created dedicated websites for its Platinum andCenturion card members. The websites can be viewed at:

www.slh.com/amexplatinumwww.slh.com/amexcenturion

The new websites showcase all hotels in the SLH portfolio. Aspart of this programme, SLH hotels are contractually obliged topromote a value-added offer to these customers – you will berewarded with high-value reservations. Platinum and Centurioncard members will spend significantly on food and beverageand spa treatments when they stay at your hotel.

As an additional benefit of membership, SLH hotels alsoreceive discounted American Express credit card fees – thisrepresents a significant cost saving opportunity.

Exposure through partnerships with famous luxury brands

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Residenza del Moro, Florence

CLUB NEWSLETTER & LUXURY ESCAPES

At least every month, SLH sends a newsletter to over 80,000Club members and 40,000 Luxury Escapes customers – theseare SLH guests who have opted-in to receive an SLH newsletterfrom the SLH.com website. In each newsletter, we promote anumber of special offers from different hotels around the world.We also give coverage to new hotels and highlight importantnews from the properties. The aim of this newsletter is toinform customers about hotels and the SLH brand to keep theSLH brand at the forefront of customers’ minds.

SOLUS NEWSLETTERS

Hotels can also mail our databases on an individual basis. There is a small fee involved to cover the cost of production anddistribution, but this channel offers you an excellent tacticalopportunity to promote your property and a special rate to anexclusive audience. At your request, SLH can segment thedatabase to produce a list that exactly matches your preferredtarget markets. This represents a good sales opportunity for you,

and could be a useful marketing tool to take advantage of if youare looking to generate sales perhaps during your off-season.

VOICE AND AMEX MTS NEWSLETTERSBi- monthly, SLH creates a newsletter that is circulated to all theSLH Voice Centres (Frankfurt, Orlando and Singapore) as wellas 50 American Express MTS offices that reaches 1,800 AmexMTS agents. The content of this newsletter is filtered to all callcentre employees, and so there is significant distribution reach.The newsletter contains salient information about the ongoingactivities at SLH hotels as well as new hotel openings and brandmarketing programmes.

TRAVEL AGENTS NEWSLETTER

Should you offer either an agent rate or commission offer, SLHcan include a mention in the travel agents news email that issent bi-monthly to a database of 15,000 highly qualified high-end luxury travel bookers such as agents within the Virtuosoand Signature networks.

E-MARKETING | DECLARE YOUR INDEPENDENCE

“Small Luxury Hotels of the World provides its affiliates with a unique value proposition that helps to enhance theintrinsic qualities of each hotel. SLH is the best means a hotelier may have to express the potential of his or herhotel at the highest level. Belonging to SLH is, by itself, a tremendous marketing tool.”

Barbara Pardini, General Manager of Residenza del Moro, Florence

E-Marketing

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DECLARE YOUR INDEPENDENCE | MARKETING & PR

SPREADING THE WORD – SOCIAL MEDIA

Social media has allowed SLH to reach wider audiences andincrease transparency with its customers. It is now the placewhere people socialise with others online. We have thousandsof Facebook fans and Twitter followers, and our blog is a greatsource of interest for customers around the world. As part ofour social media strategy, we also promote through mobiledevices allowing customers to make bookings and share theSLH collection in a more social and interactive way.

Social media allows SLH to communicate information instantlyand have conversations with our community in an informalmanner. Not only does it allow people to share real experiencesand inspire others, it has also brought people together whoshare common interests. Increasingly customers now searchthrough social networks for information, so as part of ourcommunication mix it is important to ensure our customersreceive the latest news from SLH. This helps raise awareness ofthe SLH brand, drives customers to www.slh.com, andultimately, generates reservations for your hotel.

HOW CAN WE HELP YOU WITH SOCIAL MEDIA?

• We can promote news, special offers, incentives,interesting facts, videos and more through oursocial media channels and share this with ourcommunity

• We have social media guidelines which will help you create a presence for your hotel in the socialnetworks

• We can help you reach wider audiences and raiseawareness of your hotel

• Our platforms allow us to listen to what peoplehave to say, which we will happily report back to youthrough your dedicated SLH Account Manager

• We can reinforce key messages through our channelsand compliment other communication channels

Why not join us on:www.facebook.com/smallluxuryhotelsoftheworldwww.twitter.com/slhluxuryhotelswww.blog.slh.com

We are expanding our social media presence in the Asia-Pacific,with the recent development of an SLH Twitter page targeted tothe Japanese audience and three Chinese social networks(Youku, Kaixin001 and Sina Micro Blog).

THE SLH IPHONE APP

The SLH iPhone App is free to download and has been designedto help drive reservations by making it easier and faster to searchfor and book SLH hotels. The App is also supported by richimagery for each hotel and an 'augmented reality' function,which helps guests find nearby tourist attractions, shoppingvenues and restaurants close to our hotels.

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Hacienda de San Antonio, Colima, Mexico

SPREADING THE WORD - PR COMMUNICATIONS

Small Luxury Hotels of the World™ has a dedicated team ofpublic relations professionals who, through an integrated global communications plan, are responsible for raising theawareness of the brand amongst high-end consumers andtravel agents. With in-house PR teams in New York, London and Singapore as well as working with outsourced agencies inJapan, India and China, the geographic reach and exposure ofthe SLH brand is extensive.

Having an experienced team of PR professionals in our keysource markets is incredibly valuable as it means that as abrand Small Luxury Hotels of the World™ has a soundunderstanding of the local market and the media that operateswithin it. In addition to the benefit of local knowledge, SmallLuxury Hotels of the World’s global PR network provides yourhotel with the potential to be exposed to an extensive databaseof international media and PR opportunities, which you may not otherwise have access to.

Our global PR strategy includes a number of core activities thatare designed to directly benefit SLH hotels:

• Mini-press releases for new joiners featured onslh.com's media section on the slh.com homepage

• Facilitation of journalist familiarisation trips toSLH hotels, resulting in editorial coverage in therespective publications

• Strategic messaging in consumer and trade pressthrough the regular creation and distribution ofpress releases to international media

• Pitching of story angles to key luxury high-endmedia, with the aim of communicating the diversityof the SLH brand and its individual properties

• Provision of a dedicated press site(www.slh.com/news.html) which serves as a reliableresource centre for international media

• Provision of downloadable high-resolution imagesvia www.slhimages.com to ensure the media haveimmediate access to high quality images ofindividual properties

• Distribution of a series of monthly electronicnewsletters to a continually expanding database of consumers, travel trade and media

• Organisation of a series of networking events in key cities around the world, which provide hotelswith the opportunity to engage with prominentjournalists

• Building mutually beneficial relationships withluxury high end media through regular one-to-onemeetings

• Creating a publicity buzz through compelling andexciting competition and campaigns designed todrive traffic to slh.com and your hotels pages

• Quarterly brand news/updates include a feature onnew hotels joining in that quarter

All PR activity that is undertaken by Small Luxury Hotels of theWorld’s public relations team is designed to strengthen the SLHbrand and to drive reservations.

MARKETING & PR | DECLARE YOUR INDEPENDENCE

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6 | WORLDWIDE SALES TEAM SUPPORT AND OPPORTUNITIES

Huvafen Fushi, Maldives

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“Small Luxury Hotels of the World™ is a preferred supplier of Valerie WilsonTravel because of its commitment to sales and representing a wonderfulcollection of hotels worldwide. In addition, it is their dedication to the SmallLuxury Hotels of the World™ reservations centre, using an 800 number, whichprovides accurate information to our travel consultants.”

Valerie Wilson, Valerie Wilson Travel, New York City, USA

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Worldwide Sales Team Support and Opportunities

Our specialist sales professionals have developed closerelationships with the travel trade to raise awareness of theSmall Luxury Hotels of the World™ brand and reinforce thestatus of the exclusive LX GDS code.

CONSORTIA AND TRAVEL TRADE EXPOSURE

Small Luxury Hotels of the World’s partnerships with all majorconsortia, multiple-outlet agencies, business travel specialistsand global corporations will drive further business to yourproperty. As part of our corporate sales strategy, Small LuxuryHotels of the World™ works with the new online RFPsubmission tool, Lanyon, enabling hotels to submit consortiaand corporate RFP’s at once.

There are close to 20 consortia programmes to choose fromincluding ABC, CCRA, Radius, Carlson Wagonlit Travel, BCDand HRG Worldwide.

SHOWCASE EVENTS AND ROADSHOWSAs a Small Luxury Hotels of the World™ property, you will beinvited to join us on a series of events and roadshows designedto give you the opportunity to meet some of the mostinfluential luxury travel planners, bookers and key mediapartners globally. These agencies are not usually accessible tonon-affiliated hotels. However, becoming part of the SmallLuxury Hotels of the World™ brand will unlock the doors tothese highly productive suppliers.

The events and road shows are hosted worldwide and take placein key source cities including London, Paris, Milan, Los Angeles,New York, Mexico City, Moscow, Sydney, Shanghai, Hong Kongand many more. There is also the unique opportunity toparticipate in American Express Centurion showcases inEngland, Italy, Germany and Japan.

TRADE EXHIBITIONS

In addition to our own events and road shows, you will also beinvited to take part in a number of global trade and consumerevents including ITB in Berlin, ILTM, Luxury Travel Expo in LasVegas, ALTM in Japan and the Luxury Travel Mart. You will have theopportunity to participate on Small Luxury Hotels of the World'simpressive corporate stand always located in premium positions.

Collectively welcoming over 200,000 visitors per year, theseevents raise brand awareness and generate new businessopportunities for your hotel.

“We consider Small Luxury Hotels of the World™ to be one of the best sources of luxury hotels for our clients”

Reed & Mackay,Prestigious Independent Business Travel Agency, London

Experience sales opportunities in key markets

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DECLARE YOUR INDEPENDENCE | SALES

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SALES | DECLARE YOUR INDEPENDENCE

An exclusive resource for Travel Agents – www.slh.com/travelagents

TRAVEL AGENT WEBSITE

SLH recognise that travel agents are critical to the success of thebrand and we continue to identify and implement new initiativesthat provide agents with the tools to sell the SLH brand aseffectively and seamlessly as possible. SLH is proud to offer adedicated website especially for these specialists in the luxurytravel business. This new website provides travel agents withextensive travel and hotel information, as well as fantasticopportunities that will support their daily business activities.

AMERICAN EXPRESS BUSINESS TRAVEL

American Express Business Travel is the largest wholly ownedglobal travel network with over 2,200 travel services locations inover 140 countries and manages the travel arrangements of 70%of Fortune 500 companies. SLH is extending you an opportunity topartner with Small Luxury Hotels of the World and AmericanExpress Business Travel Network globally, better known as theAMEX Preferred Supplier Programme. The partnership will include AMEX in the United States, Canada, Japan, Asia Pacific,Latin America, Europe, Middle East and Africa. This opportunity isnot available to individual hotels contracting with AMEX directly.

WHAT IS THIS PROGRAMME?

• It provides hotels with AMEX Preferred SupplierStatus globally, including premium exposurethrough GDS which preferences and highlightspreferred AMEX suppliers

• It provides access to all AMEX owned travel offices

• Access to Corporate Meetings Solutions for groupand incentive business

• Participation in incentives, familiarisation trips andmiscellaneous promotions

• AMEX Preferred Extras Hotel Programme

• Client and employee business meetings and forums

• Ongoing communications to the AMEX Network fornew hotels, offers, service enhancements etc

Different to the Amex Platinum and Centurion leisure programme, the AMEX Preferred Supplier Status is for businesstravel. The focus is on educating AMEX Call Centre consultantsand implants on SLH hotels, so they can sell better to theirCorporate Clients. AMEX uses all the GDS systems and will favourparticipating SLH hotels in those channels. Currently AMEXagents only have the ability to book SLH hotels that participate ina corporate negotiated programmes run by AMEX i.e. GoldmanSachs, Bank of America etc. Participation in this programme mayprovide you with the opportunity to be selected in the AMEX FineHotels & Resorts programme as well by increasing the AMEX cardspend at your property.

N.B There is an annual fee to participate in this programme

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7 | BE PART OF A COMMUNITY OF UNIQUE INDEPENDENT LUXURY HOTELS

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“Joining SLH has been rewarding for us as a small hotels owner, as the brand putsus on par with the world's largest brands. We view SLH as our approval stamp ofquality as well as our international marketing arm, to provide the market reachwhere we cannot afford to go ourselves and as a booster to those markets wherewe are strong in. SLH also helps us keep ahead of competition in terms oftechnology and industry standards.”

Anchalika Kijkanakorn, Managing Director, Aleenta Resort and Spa, Thailand

Aleenta Resort & Spa, Phuket, Thailand

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DECLARE YOUR INDEPENDENCE | JOINING SLH

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JOINING CRITERIA & QUALITY STANDARDS

The strength and credibility of Small Luxury Hotels of theWorld™ is dependent on the quality of its individual hotels.Strict controls are applied to ensure that only the very besthotels with the highest standards are accepted, and to ensurethat Small Luxury Hotels of the World properties continue touphold these standards. In assessing a hotel’s suitability forjoining the brand, we believe that the totality of the guestexperience is as important as anything else.

INSPECTION PROGRAMME

Maintaining the quality of Small Luxury Hotels of the World™properties by way of regular inspection is of paramountimportance to the individual client, the travel trade, the mediaand most importantly to you, the hotelier. The integrity of SmallLuxury Hotels of the World™ must be preserved andmaintained worldwide, because all our hotels will be judged onthe quality of the others. Small Luxury Hotels of the World™runs an invisible guest perception inspection programme at nocost to you other than accommodation, food and beveragecharges incurred at your property by the inspector. Theseinspections are carried out at least once every two years, andafter each visit you will receive a report outlining the results ofthe inspection. All inspectors are qualified luxury hotel guestswho pay and stay at luxury hotels all over the world.

NEW BUILD HOTELS & REFURBISHMENTSOF EXISTING PROPERTY

We also invite hotels to join us at any stage of the developmentprocess, whether it is a complete new-build on a green-field siteor a conversion and remodelling of an old building.

Hill, Goodridge & Associates Ltd is the home of the smallindependent hotelier operating both the global brand of SmallLuxury Hotels of the World™ and specialist luxury boutiqueoperator, Luxury Hotel Partners Ltd.

As specialists in the international boutique hotel sector,providing a comprehensive range of hotel services, LuxuryHotel Partners can provide Technical and Pre-opening servicesduring the process of development. Their input will ensure thatthe hotel is optimally designed and that the operationcommences and flows efficiently with luxury standards ofservice from the outset. They will provide direction and adviceon architectural plans and interior design to ensure the hotelwill have the potential to be a financial success.

HOTEL MANAGEMENT

Luxury Hotel Partners operates hotels that either are, or, willbecome part of Small Luxury Hotels of the World™. LHPmanages hotels for owners, investors and absentee landlords.Hotels range from the private paradise of Fregate Island in theSeychelles, to the award winning Chromata in Santorini, toDorset Square, a classic London townhouse.

Be Part of a Community of Unique Independent Luxury Hotels

Experience the perfect wine retreat at Les Sources de Caudalie in Bordeaux

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JOINING SLH | DECLARE YOUR INDEPENDENCE

CRITERIA

To be considered, applicants should meet the following broad criteria:

• The hotel must be recognised as one of the best, if not the best, in the locality

• The market positioning of the applicant should be consistent with theoverall aims of Small Luxury Hotels of the World™

• The hotel must move its GDS representation to LX

• Operational management must be of the highest standard at all times

• Service should be personal, efficient, prompt and friendly

• Food and wine must be of the highest quality, properly presented andexpertly served

• The hotel must provide room service with limited items available, 24hours a day

• Decor must be of the very highest quality and well maintained with agood general ambience providing a feeling of comfort and attention todetail

• The hotel must have access to e-mail and the internet, as the majorityof Small Luxury Hotels of the World™ communication is carried out byelectronic means and all access to the reservations system is via theinternet

• The hotel will join for a compulsory minimum period of three years inorder for its affiliation with Small Luxury Hotels of the World™ to fullypermeate the market

• The hotel must offer a luxury experience to its guests

• The hotel must demonstrate a commitment to Small Luxury Hotels ofthe World’s Caring Luxury programme

CONTRACTUAL & OPERATIONAL OBLIGATIONS

• Implementation begins when the contract is signed and fees are paid

• Joining fee is due with the contract

• Terms of contract is a minimum of three years

• All contracts are standard and signed by each hotel, changes to thecontract will not be made

• Annual fees are due by August 1st of each year

• Monthly reservations fees are due within 30 days

• Hotel must accept the American Express Card, participate in theAmerican Express commission programme and American ExpressPlatinum/Centurion benefits programmes

• Hotel must accept and agree Articles of Association

• GDS must transfer to LX within six months of signing the contract

• Hotel must accept Small Luxury Hotels of the World™ Gift Certificatesand account for them in the correct manner

• Travel Agent’s commissions must be paid within 45 days of departurevia the Small Luxury Hotels of the World™ Global Payment System orby the hotel directly

• Access to internet, and e-mail address for Small Luxury Hotels of theWorld™ communication

• Biennial inspection programme, reimbursed by the property

• Attendance at Small Luxury Hotels of the World’s InternationalConference is obligatory once every three years. Travel andaccommodation costs are the responsibility of the hotel

• Hotel must vote for International Board of Directors

• Hotel must participate in regional meetings

• Immediate response to inquiries or requests from Small Luxury Hotelsof the World™ offices is required

• Hotels must review www.myslh.com for pertinent information

• Immediate review and response to directory information requests

• A minimum of 16 hi-resolution photographs must be supplied for useby Small Luxury Hotels of the World™ with authorisation to publish

Alpaga, Megève, France

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BRANDING OBLIGATIONS

• Display Small Luxury Hotels of the World™ plaque prominently at

entrance or front desk

• Publish Small Luxury Hotels of the World™ logo, toll free number, GDS

code LX for LuXury and www.slh.com on all hotel brochures

• Small Luxury Hotels of the World™ directory to be placed in all guest

rooms and public areas

• The directory must be distributed by all hotel sales staff

MARKETING PROGRAMMES

• Participation in programmes introduced by Small Luxury Hotels of the

World™ and acceptance of fees associated with these programmes

• The hotel must offer all benefits associated with The Club of Small

Luxury Hotels of the World™

• Hotel must load all rates and packages required of it to participate fully in

any marketing programmes Small Luxury Hotels of the World™

undertakes

• The hotel must keep Small Luxury Hotels of the World’s PR department

informed of all awards/new services

• Participation in on-going and current regional programmes as applicable

• Response to individual hotel programmes as requested by partners

and charities

RESERVATIONS AND THE INTERNET

• Attendance by two hotel staff for training on the reservations system

• The hotel must have internet access for the Small Luxury Hotels of the

World™ reservations system

• Publish all rates offered at hotel on the reservations system

• Availability and rates on the reservations system to match that of hotel

• Reservations and communications downloaded daily

• Rates and inventory maintained constantly and consistently

• Property information reviewed and updated frequently

• Packages and promotions loaded into the reservations system

and slh.com

• Constant review and maintenance of information on slh.com

• The hotel must supply an active e-mail address for public inquiries

from slh.com as well as RFP’s for group/meeting requests

• Hotel must supply 16 colour photographs with captions for internet site

• All data published on slh.com can be distributed via broadcast e-mail.

programmes implemented by Small Luxury Hotels of the World™

• Small Luxury Hotels of the World™ has the right to enter agreements

with third party internet providers and publish hotel data

DECLARE YOUR INDEPENDENCE | JOINING SLH

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Correntoso Lake & River Hotel, Patagonia, Argentina

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TO APPLY

There are five stages in applying and the timing is critical:

Stage 1 – A formal application letter together with the printed application

forms for hotel and “Contracting Party Details” must be sent to the

Development Director, Small Luxury Hotels of the World™, 3rd Floor,

Portland House, Bressenden Place, London SW1E 5BH, United Kingdom,

enclosing copies of all brochures, marketing collateral and tariff sheet.

Stage 2 – Once your application has been reviewed, successful hotels will

be asked for a non-refundable deposit of GBP£1,000 which is required

before the assessment visit. This amount is credited against the initial fee

if the application is successful.

Stage 3 – Upon receipt of the application form and deposit an initial visit

and inspection will be arranged. The visit enables you to discuss the

benefits of joining and determine the potential return on investment. It also

enables Small Luxury Hotels of the World™ to assess whether the hotel

meets the criteria and standards.

Stage 4 – The report generated from the visit along with the application is

reviewed by the joint Managing Directors of Hill Goodridge and Associates.

If they consider the hotel will add value to Small Luxury Hotels of the

World™ and Small Luxury Hotels of the World™ will add value to the hotel

taking into account the location, standard and management of the hotel

then they will be recommended to the Regional Director and then to the

Chairman for it to be accepted.

Stage 5 – Successful applicants will receive confirmation of acceptance,

contract to sign and a secure login to our website content management

system to supply all necessary information on the hotel. The contract is

standard for all hotels and states all terms and conditions of joining SLH.

The process is completed when the signed contract is returned together

with the payment of the initial joining fee.

Experience Zen at the Sanctuary on Camelback Mountain, Arizona

DECLARE YOUR INDEPENDENCE | JOINING SLH

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La Sultana Marrakech Hotel & Spa

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Experience another World

OVER 520 HOTELS IN MORE THAN 70 COUNTRIES

Contact us

Daniel LuddingtonDirector of Development

For Small Luxury Hotels of the World™Managed by Hill, Goodridge & Associates Ltd.

3rd Floor, Portland HouseBressenden Place, London SW1E 5BH,

United KingdomTel: Main + 44 (0) 207 802 3400

Direct + 44 (0) 207 802 3431 Fax: + 44 (0) 207 828 0826

Email: [email protected]

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