Small Luxury Hotels Heads in New Direction for 2016

Small Luxury Hotels of the World is entering the new year with a new game plan and new CEO.

The luxury brand, which operates over 520 hotels in more than 80 countries, said it will hold independent hotels to higher standards to join the brand and to remain as members. Outlining its plans at its International Conference for member hotels in Marbella last month, the company said it also is expanding its brand globally, eyeing  Ibiza, Dubai, Hawaii, Munich, and Sydney as well as major cities in the United States as potential locations.

SLH will also introduce language-specific sites, targeting specific markets in Asia and Europe. Over the next 18 months, there will be an updated Chinese website and brand new sites in German and Spanish.

One of the last highlights from the conference was a new loyalty program, Very Important People, launching in 2016.

Filip Boyen was appointed as the new CEO in October, when Paul Kerr departed after 25 years with the company.