Independent hoteliers in Australasia can now align their luxury and lifestyle properties within the WorldHotels collection of brands, with BWH Hotel Group launching the group’s ‘Crafted Collection’ sub-brand in the local market this week.
Currently, WorldHotels consists of more than 300 properties in 200 destinations worldwide, with the group celebrating its 50th anniversary in 2021. In Australasia, WorldHotels currently comprises the seven Stamford Hotels and Resorts group, made up of properties in Brisbane, Sydney, Melbourne, Adelaide and Auckland.
The addition of WorldHotels Crafted Collection to Australasia is aimed at providing investors, developers and independent hoteliers with a luxury lifestyle umbrella under which to position their property in the local market. The group has seen significant growth in the US and Europe to date since making its global debut in April 2020 and its acquisition by BWH Hotel Group a year earlier.
BWH Hotel Group says Crafted Collection has been designed for properties that sit around core values of customer service and delivering a personal touch which reminds guests why they love to travel.
“Acting as disruptors to the traditional hotel landscape, the individual properties within Crafted Collection are designed to capture the spirit of the destination they serve. They are created to evoke the aspirations of their guests to encounter that awe-inspiring experience and those local stories to carry home with them,” the company said.
“Crafted is not just another lifestyle brand but a collection of independent properties aligned to a new generation of travellers seeking transformative travel experiences.”
Members of WorldHotels Crafted Collection gain access to sales, marketing and distribution support from BWH Hotel Group, including public relations and social media prowess.
The WorldHotels Crafted Collection features notable properties around the world including Hotel Bijou in San Francisco; The Vault Hotel in Sweden; Hotel Haarhuis in the Netherlands, Warwick Rittenhouse Square in Philadephia and many more.
WorldHotels Crafted Collection sits within the WorldHotels family of brands, which also includes sub-brand labels including WorldHotels Luxury, WorldHotels Elite and WorldHotels Distinctive.