Catching Up with Small Luxury Hotels of the World’s Richard Hyde

Intimate, local experiences have become a cornerstone of luxury travel, and small independent properties are often the ones to provide them. For the past three and a half decades, Small Luxury Hotels of the World (SLH) has connected travel advisors and their clients to the best of these hospitality gems. 

The member-based hotel collective turns 35 years old in October, after closing out a strong and exciting 2024, during which it formed a partnership with Hilton and added 82 properties to its portfolio. SLH now has more than 620 members, ranging from desert dude ranches to city boutiques and everything in between. 

Travel Market Report heard from SLH’s chief operating officer, Richard Hyde, about sticking to its independent ethos, what’s trending in luxury travel, and how SLH partners with travel advisors. 

Staying Small

Though SLH is now associated with one of the world’s largest hotel corporations, its commitment to highlighting small properties has never been stronger. About 450 SLH hotels are now available on Hilton.com and its app, giving them access to Hilton’s nearly 200 million rewards members – “something that independent hotels would struggle to achieve alone,” Hyde told TMR, noting that the partnership has not only benefited its hotels but SLH as a whole. 

“For us as a brand the exposure has also been incredible,” he said. “It’s been [about] a year since we launched, and we’ve seen an uplift in SLH hotel membership because of the partnership.” 

In 2025 so far, SLH has added 48 member hotels, remaining selective in who they let into the diverse yet distinct club. But at the same time that membership grows, the hotels themselves are getting smaller. Once at an average of 50 rooms, that number dropped to just 38 rooms last year in new hotel size.

“We’re also seeing increasing numbers of Millennials and Gen Z driving bookings, with a strong desire for authentic and immersive local experiences over material possessions,” Hyde said. 

SLH currently has three collections: the Considerate Collection for sustainable properties, Private Collection for more secluded accommodations, and Finest Collection showcasing the best of the best in luxury travel. Soon, there will be a fourth called the Wellbeing Collection highlighting wellness-focused and restful travel experiences. Among these four collections, there is a diversity of types of accommodations.  

“We have an even split of city center bolt holes, resorts, country houses and lodges which we’re proud to showcase across all of our destinations,” Hyde said. “The variety of choice SLH offers is popular as well.” 

“We’re almost like a ‘Tinder for hotels,’ matching unique properties with guests who seek a personal touch. The SLH guest profile isn’t limited to a specific demographic but rather united by their independently spirited attitude and mindset,” he added. “With such a diverse portfolio, we appeal to travelers who are what we call ‘anti-chain and anti-same’ but still seek that luxury, experiential stay and are often exceptionally well-travelled themselves.” 

Hot Destinations

Hyde likes to say that SLH “helps the well-traveled travel well,” and often does that by trying “to be agile to their evolving destination desires.” 

SLH’s most popular destination is Italy, where more than 10% of its portfolio is based due to the country’s wealth of boutique family-run accommodations. More than half of its members are based in Europe, and recently, the Nordics are becoming more popular as travelers seek to beat the heat with “coolcations.” SLH membership is also “rapidly expanding” in Japan and China, and it has just entered the Galapagos. 

Guests staying at SLH properties, majority from the United States, are typically well-traveled and always asking themselves, “Where to next?” So, while places like Santorini and Mykonos are endlessly popular, searches have risen greatly for destinations like Budapest, Tanzania, and India, as well. 

Some of the most recent SLH additions have included FAUCHON L’Hotel Kyoto in Japan, L’Auberge de Sedona in Arizona, and Marquis Faubourg Saint-Honoré in Paris. Last year SLH also added Siringit Serengeti Camp and Siringit Villa to its Tanzanian hotels.  

“It’s been great to see the response to destinations we’ve expanded,” Hyde said, noting that India has been an especially important area of expansion.

Travel Advisor Sales

About 80% of SLH’s core bookings derive from travel advisors’ reservations, making the trade a vital component to the portfolio’s longevity, especially in the United States. SLH’s dedicated travel trade hub, My SLH, is where advisors may get started in their journey selling these hotels. 

Advisors can eventually level up to SLH’s preferred agency program, withIN, which encompasses 435 participating hotels and 600 handpicked agencies that get even more competitive commission rates. 

SLH also runs an extensive global trade and sales events calendar, including its signature SLH IN-House events. The company has specialized training, communications, and marketing all geared toward trade sales, as well. 

“We’re here to help,” Hyde said. “With such a diverse portfolio and demand ever increasing for boutique properties and experiences, we want to assist advisors capitalize on the evolving luxury travel market and the multitude of bookings available with SLH.”