Interview: Elaine Macy has been doing whatever she wants since 1949

We recently spoke with “Macy,” as she’s known throughout the industry. At the age of 76, Elaine Macy has just launched her own company: The EMacy Collective, a luxury consortium with a mission to connect potential clients and buyers with upscale niche hotels. Let’s take a closer look at an extraordinary woman and a unique company.

Elaine Macy spent 15 years at Preferred Hotels & Resorts as Vice President of Group Sales — and according to her, fifteen is her lucky number.

“I was Vice President of Sales at Maritz Travel Company before spending 15 years at Preferred. In 2020, I launched Reiimagine with my business partner Penny Wing, a luxury hotel sales representation and digital marketing company specializing in independent boutique properties. Today, I represent 10 luxury hotels with EMacy Collective, but I won’t go above 15.”

Why did you decide to start your own company?

“I’ve had such a beautiful life! I did what I wanted to do, I travelled the world, met so many incredible people, and experienced the most exclusive hotels on the planet. When I started thinking about launching my own company, everyone around me said, ‘Absolutely! Macy, what are you waiting for?’ After so many years in the luxury hospitality industry, I decided to put my knowledge to use and create a company that meets a real need in the luxury segment.”

What inspired EMacy Collective?

“I’ve learned so much over the course of my career. What I took away from my time at Preferred Hotels & Resorts is that the most niche, exclusive hotels — and I’m talking about places with just a few rooms — don’t have large teams. They also can’t afford to join big consortia like Virtuoso or hire full sales and marketing teams. Often, these are small, family-run properties operating with a small team. What we do is bring them the structure they need to be seen and heard by the right people — the agents who sell luxury travel, group travel, weddings, and more.”

Who are your clients?

“We’re selective, but we work around four pillars: experience, wellness, sustainability, and design. Our hotels are located all over the world, from Hawaii to Bali, and they all have one thing in common: they can be fully privatized for family reunions, weddings, or group events. They all offer exclusive services tailored to their destination. For example, in Hawaii, one of our properties is right on Waikiki Beach — but you could walk past it a hundred times and never notice. It’s extremely private and exclusive. Each room occupies an entire floor, designed like a residence, with a private balcony overlooking Waikiki Beach and butler service, and the hotel only has nine rooms. That’s what we sell: exclusivity. And we want to work with the right people — those who know how to sell these kinds of properties.”

How has the role of travel advisors evolved, in your opinion?

“Back in the day, travel advisors would create their own packages — adding flights, hotels, transfers, activities, and so on. But now, agents want to offer their clients unique experiences. They’re the ones telling their clients, ‘This is what you’re looking for.’ Clients want to be shown something that feels like it was found just for them — without even having to ask for it. That’s our role at EMacy Collective: to connect with those kinds of agents, the ones who have the right clientele, and together introduce these exceptional properties to the right travelers.”

Elaine Macy can be reached by email at: elaine@emacycollective.com

For more information on EMacy Collective:
https://www.emacycollective.com