Los  Angeles,  September 30, 1999:  Luxe Worldwide Hospitality, formed in January by real estate developer and hotel owner, Efrem Harkham, announced the addition of 24 new hotels to the Luxe family. These additions to the Luxe Worldwide Hotel network include 13 independent properties in Mexico such as the Ejecutivo, in Mexico City, Casa Maya and The Sunset Lagoon/Marina in Cancun, Santiago de Compostela in Guadalajara, the Marina Hotel in La Paz, and the Hotel Aitana in Oaxaca.

Hotel Aitana in Oaxaca Hotel Aitana is a restored XVIIth-century building arranged around an interior patio with Oaxacan columns and fountains made from the green stone typical of the region.

The Luxe Worldwide Hospitality group fills a unique niche in the hospitality industry by representing the interests of independent hotel operators, who are generally ignored by larger hotel chains and have to compete very aggressively for a share of market. 

�Our mission is to provide the highest quality reservation and marketing services and franchise affiliation to independent high-end and luxury hotels," said Mr. Harkham.

�The traditional hotel marketing model is too costly,� Mr. Harkham continued. �I plan to bring face-to-face marketing back to the hospitality world. It�s about genuine care for the independent travelers and bringing back business to a market niche ignored by the larger hotel chains.�

The Luxe Worldwide Hospitality organization is organized around two primary functions: the Luxe Marketing Group, providing hotel reservation and marketing services, and the Luxe Franchise Hotel Group, developing a new worldwide franchise. The parent company, which owns two Los Angeles-area hotels in Beverly Hills and Bel-Air, has acquired a number of existing reservation and marketing companies which offer a combined total of over 100 years of reservation and marketing experience. 
 

Efrem Harkham

Since the formation of Luxe Hospitality Corporation in January, Efrem Harkham, chairman and CEO has focused on global expansion.  He began the process by acquiring Boutique Hotels of Australia, Jarvinen Worldwide Hotels, and most recently, Robert F. Warner Distinguished Hotels. The Luxe global network now features over 225 properties on five continents with over 30,000 rooms. The company plans to continue expanding the system to encompass 750 hotels within five years.

Luxe Worldwide Hospitality is a full-service hotel reservation and marketing network representing the finest boutique hotels and resorts worldwide to travel agents, the travel industry and consumers. Luxe is the largest hotel representation company in the entire world dedicated to serving the boutique hotel market and is the 7th largest reservations system in America and the 9th largest in the world.