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Starwood rebrands Lilianfels and Echoes under Luxury Collection banner

Lilianfels Blue Mountains Resort and Spa

BY JAMES WILKINSON

Starwood Hotels and Resorts has signed Blue Mountains properties Lilianfels and Echoes under its Luxury Collection banner in a move that will see the global brand make its Australian debut.

The company’s Regional Vice President Sean Hunt said the properties would officially join the Luxury Collection on February 13.

“We are thrilled to introduce The Luxury Collection brand to Australia with the signings of two renowned resorts,” Hunt said.

“As we welcome Lilianfels and Echoes to The Luxury Collection’s esteemed portfolio, we celebrate their distinctive character, indigenous charm and unparalleled service that allow guests to experience the scenic Blue Mountains in a unique way.”

The Luxury Collection brand is an ensemble of more than 75 of the world’s finest hotels and resorts in more than 30 countries and properties in the portfolio include The Gritti Palace in Venice, Hotel Alfonso XIII in Seville, Hotel Pulitzer in Amsterdam, The Romanos in Costa Navarino and The Chatwal in New York City.

Director of Lilianfels Hotel Blue Mountains Pty Ltd and Echoes Hotel Blue Mountains Pty Ltd, George Saad, said his company was enthusiastic about joining such a prestigious hotel collection.

“Lilianfels has been synonymous for luxury in Australia for more than 20 years,” he said. “Our partnership with Starwood Hotels marks a new chapter for the iconic Blue Mountains Collection.

“The Luxury Collection will reaffirm our positioning as the ‘indigenous luxury’ destination where guests can expect uncompromised service in one of the most well-preserved settings in Australia.”

Starwood’s Global Brand Leader for St. Regis and The Luxury Collection Hotels and Resorts, Paul James, said the latest signings were significant to the brand’s growth across the region.

“The Luxury Collection is experiencing a great wave of global growth this year in the Asia Pacific,” he said. “This is a significant milestone for the brand and continues Starwood’s expansion in Australia and the Pacific region where we currently operate 13 hotels.”

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