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A tough new ‘excel - or exit’ regime intended to guarantee high standards at Small Luxury Hotels of the World is proving an immediate success.
The UK-based global brand has attracted its biggest-ever intake for its 2005 Directory of 53 hotels from 22 countries. Over 30 members have left, in a majority of cases by request from SLH. There are now 329 Small Luxury Hotels in 57 countries, both of which are highest-ever totals.
The exacting new SLH commitment to excellence has stimulated world-wide interest in the brand, and further growth by an average of five additional members every month is anticipated throughout next year. Applications to join are running at a record annual level of over 200.
SLH now predicts that the milestone of 400 members will be passed by 2006/7 and that a figure of 500 can be reached by 2010. The most rapid growth is expected in China, Europe, Latin America, the Middle East, and the USA.
For 2005 Small Luxury Hotels has grown proportionately most strongly in France (up 10%), North America (up 18%), Greece (up 20%), Thailand (up 50%), and Spain (up 60%).
The expansion in membership also coincides with a surge in central reservations in 2004, likely to top 60m USD for the first time (50m USD in 2003), and forecast to reach nearly 70m USD in 2005. Around 80% of this total continues to be generated through the travel industry.
Comments Brian Mills, global spokesman for SLH, ‘our new policy of reinforcing and raising standards is underpinned by stricter inspections that are driven by higher criteria for quality. It represents a survival of the fittest strategy that will relegate under-performing members to a short period of probation during which they must either improve or go.’
Adds Mills, ‘if it takes a 10% cull in membership every year to demonstrate that SLH stands for excellence, then that is a level of decimation that will be implemented.’ Editors Notes: The Small Luxury Hotels of the World brand is a collection of over 300 independently-owned exclusive hotels in more than 50 countries. Carefully selected for their style and sophistication, Small Luxury Hotels feature award-winning properties including spas, country houses, golf resorts, island retreats, city sanctuaries, and game and wilderness lodges.
Small Luxury Hotels of the World (SLH) brings together 293 of the world's finest-quality hotels, embracing not only the romantic heritage of rural retreats and historic houses, but the sophisticated indulgence of city sanctuaries, spa centers, sports resorts and superior game lodges in over 50 countries. Each hotel is assessed and regularly checked to ensure that it adheres to stringent quality controls and maintains the very highest standards. Small Luxury Hotels of the World offers the ease of booking and familiarity of an international hotel chain, while at the same time retaining and promoting the unique character, individuality and independence of each of its member properties.
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