Elegant Hotel Collection has selected HotelREZ to facilitate operations after the luxury hotel brand announced its launch last week with a portfolio of 25 properties.

HotelREZ is a software as a service company that currently supports over 2,800 independent hotels, apartments and hotel groups in more than 100 countries.

This partnership will provide the hotel brand access to HotelREZ’s worldwide distribution network, hotel representation services and global distribution system channel delivery.

Elegant Hotel Collection will also receive HotelREZ’s specialised sales and marketing assistance, supported by technology tailored for independent hotels.

HotelREZ CEO and founder Mark Lewis said: “Elegant Hotel Collection has a distinct and fresh take on the luxury hotel sector. Hotels with generic GDS chain codes or tied to traditional legacy brands have been left behind, questioning the value and returns from their distribution providers. Elegant provides a differentiation that will grow market share and drive incremental business at a realistic price point.

“As a partner, we are thrilled Elegant will leverage our best-in-class distribution, technology and representation to support this group of aspirational and authentic hotels as it becomes a unique voice to thrive in the luxury soft brand sector.”

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The hotel brand plans to expand its portfolio to 50 hand-selected properties by next year.

Elegant Hotel Collection vice-president of brand development Catt McLeod said: “Elegant Hotel Collection will offer global representation and full channel distribution, supported by dedicated sales, marketing, account management and distribution strategies to drive incremental trade and consumer sales and revenue growth.

“Our members will be able to make the most of HotelREZ’s global reach, exceptional quality, commitment to excellence and incredible range of global luxury partnerships while remaining a highly individual group, guaranteeing the best of both worlds.”