SLH unveils new collection of private residences
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Small Luxury Hotels of the World (SLH) has launched a new brand dedicated to private villas and residences.
Private Residences by SLH is marketed as offering the “best of both worlds”, with the services of a small luxury hotel with the privacy of a villa. The collection will also include ski chalets, estates and yachts, all with 10 rooms or less and offering luxury hotel services and facilities.
“In 2013 we saw a significant increase in the number of small hotels applying to join the brand… [and] in 2014 we have already seen a 27% increase year on year in the number of exclusive-use hotels (under 10 rooms) wanting to join SLH,” said Paul Kerr, CEO for SLH. “There is clearly a demand for this type of property which has led the way for the launch of Private Residences by SLH.”
Kerr added that the spending patterns of its members also indicate a preference for villa-style properties. In 2013 the company saw a 43% increase in the number of members spending over US$750 per night, and this rise in spending is believed to be driven by members booking multiple rooms for their families.
“When I spoke with the other departments about this growth, it was clear that there was a niche in the hotel market, with a rising customer demand,” Kerr added.
Supporting this view, an annual SLH survey completed by more than 13,000 SLH members identified ‘privacy and intimacy’ as the most important factor when booking a luxury holiday.
“Over the past few years, SLH has seen clear indication that luxury is trending towards exclusivity and privacy. Time has become one of the most valued commodities as identified by SLH customers and so in order to take full advantage, customers are increasingly looking for accommodation that offers full luxury hotel services but with added privacy,” the company said in a statement.
Private Residences by SLH has launched with a collection of 25 properties in 14 countries. These range from luxury villas in the Maldives, Greece, Spain and Thailand, to ski chalets in Austria and France and estates in the UK, Malaysia and Indonesia.
Members in Asia Pacific include the Pangkor Laut Estates in Malaysia, Viceroy Villa in Bali, Andaman and Naga Pool Villas in Thailand, Balai Datu in the Philippines, and the Velassaru Water Suite in the Maldives.