SLH marks 25th anniversary with new direction

The Tokyo Station Hotel became SLH's first member in the Japanese capital in 2015
The Tokyo Station Hotel became SLH’s first member in the Japanese capital in 2015

Small Luxury Hotels of the World (SLH) has launched a new brand logo and several initiatives to coincide with its 25th anniversary.

The company’s former golden crest has given way to a new, simpler logo design, with the SLH abbreviation being replaced by the company’s full name, contained within a black and white box. The logo also features the company strapline, “Independently Minded’.

The rebranding paves the way for a series of new initiatives that SLH intends to launch in 2016. These include a “stringent approach to the development and quality assurance programmes”, which SLH said will raise the standard of hotels in its collection, as well as a focus on adding new hotels in “destinations requested by its guests”.

The second part of this strategy will look at “unfulfilled searches” on the SLH website and identify which destinations are most sought-after by SLH members.

In addition, the company said it plans to roll out new language versions of its website, including an updated Chinese site and brand new offerings in German and Spanish. The company recently launched its first travel agents’ recognition programme, ‘Small Luxury Heroes’, and is planning to roll out a new loyalty scheme, ‘Very Independent People’, in late 2016.

SLH's new logo is simpler than its predecessor
SLH’s new logo is simpler than its predecessor

“As a brand, SLH has grown over the last 25 years from 70 hotels in 11 countries to over 520 hotels in more than 80 countries. With our new branding SLH can now look ahead to the next 25 years and beyond, best placed to champion the small, luxury, independent hotels that are the very heart and soul of our business,” said Filip Boyen, the recently-appointed CEO of SLH.

“We will ensure that any customer or travel agent making a reservation at an SLH hotel can rest assured that the entire collection is worthy of the SLH stamp of approval, will provide them the authentic experience that they are looking for and that they will be rewarded for their loyalty. We will also ensure that any hotel joining the brand is confident that they are in the very best hands, and company.”

New destinations being added to the SLH collection in 2016 will include Ibiza, Dubai, Hawaii, Munich and Sydney, plus “major cities in the USA”. These follow the addition of Tokyo, the Seychelles, Prague and Malta in 2015.

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