This truly diverse representation of hotels, which offer upscale accommodations throughout the world, will be welcomed to the Luxe group along with directors Rob Potter Sanders and Fiona Rose, who will remain with the organization. Although Boutique Hotels will continue to be based in Australia, it will now be under the umbrella of the Luxe Hospitality Company, which has sales offices in Los Angeles, Tokyo, Sydney, New York and London.

According to Efrem Harkham, chairman and CEO of the hospitality group, the mission of Luxe Hospitality Company is "to provide the highest quality reservation and marketing services and future franchise affiliation to independent, upscale boutique hotels," believing that the newly formed company will fill a niche in the hospitality industry by representing the interests of independent hotels which have to compete very aggressively for a share of the market. With this in mind, the addition of the Boutique Hotel company to the Luxe Hospitality Company will bring a high quality partnering to their management team. This is in keeping with the goals of the Luxe group to expand their coverage and influence in reservation and marketing services, currently the seventh largest reservation service in the United States.
 

Villa Malolo  Malolo Lailai Island Musket Cove Resort, Fiji

Luxe Hospitality Company, based in Los Angeles, is a private, diversified hospitality organization providing global reservations, marketing, and management services and franchise affiliation. The company represents more than 200 upscale hotels internationally and will be providing a unique franchise system for independent, upscale boutique hotels offering guests a more intimate and personalized experience.