Grand Metropolitan Hotels (GMH) has announced an investment in Private Selection Hotels & Tours (PSH), with over 50 properties in Switzerland and Europe, to secure a 51% majority stake preparing the luxury and boutique hotel portfolio for international expansion as a strategic partner to the Swiss Hospitality Collection.
Following a long-established cooperation, Private Selection Hotels & Tours (PSH) will retain its content and personnel autonomy. PSH, as part of GMH now enjoys increased market visibility and new strategic perspectives thanks to partnership with Swiss Hospitality Collection. SHC aims to create a powerful network that combines an international reach with a deeply-rooted hospitality culture.
Private Selection Hotels & Tours contributes two key pillars to the alliance: first, a premium cooperation model for owner-managed hotels with high standards of service, authenticity, and sustainability; second, a specialized tour operating segment offering curated travel experiences – from individual self-guided itineraries to guided cultural and nature-based tours. The Grand Metropolitan Hotels brands will also have access to a dedicated call center and shared service offerings.
For GMH member hotels, this alliance brings three major advantages: An integrated loyalty ecosystem, where business points earned at Grand Metropolitan city hotels can be transformed into leisure experiences at Private Selection destinations; joint sales and technology platforms will enhance reach, visibility, and direct booking potential; centralized back-office structures also enable greater efficiency and create new opportunities for marketing and brand development – with Swiss precision and international finesse.
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“We look forward to working with you and the trust that has been placed in us. With Private Selection Hotels & Tours, we are adding over 50 unique, independently managed top-tier properties to our portfolio. Through our global sales network, a shared loyalty currency, and scalable tech platforms, we are opening up additional revenue channels for each partner hotel – from mid-week business to premium leisure. At the same time, the strong ‘Private Selection’ brand and the unique DNA of each property remain intact while gaining increased international visibility,” Martin R. Smura is the Chairman of Grand Metropolitan Hotels’ Board of Directors and President.
This new alliance creates not only one of the strongest hotel groups in Switzerland but also an international network dedicated to partnership, enhanced guest experiences and sustainable value creation.
