05-10-2016, 03:42 PM
Management of Small Luxury Hotels of the World (SLH) announced a restructuring of the luxury hotel marketing company with plans to invest £12 million (US$17.3 million) over the next five years as well as make member hotels shareholders. With unanimous approval on April 4, the move gives the executive team led by CEO Filip Boyen the ability to execute large-scale initiatives laid out in SLH’s ambitious five-year plan. “We’ve already made great strides with our strategic plan by investing in our most expensive brand campaign to the tune of US$1 million,” Boyen said. “The £12 million investment will enable us to further drive our newly improved quality assurance program; refresh our loyalty offering; and advance our technology and distribution systems.” As a result of the restructure, the management company now jointly owns SLH with the hotels. SLH celebrated its 25th anniversary in 2015 and has grown from a collection of 70 hotels in 11 countries to over 520 hotels in more than 80 countries. This year a record 21 new hotels have been added to its portfolio.