SMALL LUXURY HOTELS OF THE WORLD

Small Luxury Hotels of the World (SLH), founded in 1991 and headquartered in the UK, is renowned for its luxury boutique hotels across the globe that offer personalised experiences with local flair. Mark Wong, Senior Vice President - Asia Pacific, SLH, who drives the brand's growth and visibility in the region, recently visited India. TTJ interacted with Wong about the exciting hotel brand and its foray into the Indian market.

- Prashant Nayak

Bridging the existing gap in India's independent luxury hotels to a global distribution network

Small Luxury Hotels of the World offers independently spirited hotels that suit travellers with a strong sense of individuality. SLH provides high-quality, personalised experiences with boutique properties in prime locations, reflecting local culture and flair. Their diverse collection ranges from cutting-edge design hotels and city centre retreats to historic mansions and remote islands. Imagine luxury at rustic fishermen’s huts, woodland treehouses, rainforest retreats, alpine chalets, and desert ranches. Each one is unique, offering secluded, discrete options with the highest standards of luxury and guest well-being. SLH ensures that no two stays are the same. The SLH team has personally visited, verified, and vetted each of their 570 hotels across more than 90 countries.

Distinctive Approach and Benchmarks

Mark oversees over 130 hotels across the Asia-Pacific region, from India to Japan and South Korea to Fiji. While most SLH properties are in Europe and the Americas, each hotel typically averages 50 rooms, positioning them in a unique segment. Mark explains, “Our hotels stand out because they are not cookie-cutter. We focus on quality and personalised service—our 'hardware.' The 'software' involves customisation, showcasing the destination, and delivering an authentic, localised experience. This is how we differentiate our product.”

Mark explains that SLH typically selects hotels with no more than 50 rooms to maintain an intimate, personalised experience. However, in markets like China and Thailand, where 50 rooms might be considered small, SLH occasionally accommodates hotels with more rooms. Though they have a property in Thailand with 200 rooms, they aim to keep the benchmark between 50 and 100 rooms. He notes that the personal touch often diminishes as the number of rooms increases.