November 23, 2004 - A tough new �excel - or exit� regime intended to
guarantee high standards at Small Luxury Hotels of the World is proving
an immediate success.
The UK-based global brand has attracted its biggest-ever intake for
its 2005 Directory of 53 hotels from 22 countries. Over 30 members have
left, in a majority of cases by request from SLH. There are now 329 Small
Luxury Hotels in 57 countries, both of which are highest-ever totals.
The
exacting new SLH commitment to excellence has stimulated world-wide interest
in the brand, and further growth by an average of five additional members
every month is anticipated throughout next year. Applications to join are
running at a record annual level of over 200.
SLH now predicts that the milestone of 400 members will be passed by
2006/7 and that a figure of 500 can be reached by 2010. The most rapid
growth is expected in China, Europe, Latin America, the Middle East, and
the USA.
For 2005 Small Luxury Hotels has grown proportionately most strongly
in France (up 10%), North America (up 18%), Greece (up 20%), Thailand (up
50%), and Spain (up 60%).
The expansion in membership also coincides with a surge in central reservations
in 2004, likely to top 60m USD for the first time (50m USD in 2003), and
forecast to reach nearly 70m USD in 2005. Around 80% of this total continues
to be generated through the travel industry.
Comments Brian Mills, global spokesman for SLH, �our new policy of reinforcing
and raising standards is underpinned by stricter inspections that are driven
by higher criteria for quality. It represents a survival of the fittest
strategy that will relegate under-performing members to a short period
of probation during which they must either improve or go.�
Adds Mills, �if it takes a 10% cull in membership every year to demonstrate
that SLH stands for excellence, then that is a level of decimation that
will be implemented.�
Editors Notes: The Small Luxury Hotels of the World brand is a collection
of over 300 independently-owned exclusive hotels in more than 50 countries.
Carefully selected for their style and sophistication, Small Luxury Hotels
feature award-winning properties including spas, country houses, golf resorts,
island retreats, city sanctuaries, and game and wilderness lodges.
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