Elegant Hotel Collection, the pioneering performance-driven global soft brand dedicated to independent luxury hotels, today announces the addition of four new members to its growing portfolio: Chateau Denmark in central London, The Ebrington in Derry-Londonderry, Bingham Riverhouse in Richmond, Surrey, and The Shepherd Mayfair, a highly anticipated opening set to launch in London’s Mayfair late 2025.
Elegant Hotel Collection is a brand that champions independent luxury hotels as an immersive expression of locality, identity, and purpose. It has a bold mission: to inspire a new movement in which luxury is not defined by standardisation but rather by the courage to stand out. By empowering hotels that live and breathe authentic hospitality, the soft brand is seeking to reshape the future of luxury travel – one pioneering property at a time.
“Elegant Hotel Collection has built a global network of hoteliers that are reimagining luxury for the 21st century. Every hotel that we work with has a unique role to play in shaping the new identity of luxury travel.,” commented Catt McLeod, Vice President Elegant Hotel Collection.
Elegant Hotel Collection is powered by HotelREZ and offers its members GDS Distribution, Global Consortia Access, Direct Booking Support, and Strategic Commercial Consultancy. The platform was designed to reduce OTA dependence, improve revenue performance and increase international visibility while preserving each property’s distinct identity.
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“The models supporting the hotels that serve sophisticated travellers must also evolve as their expectations change. Elegant Hotel Collection distinguishes itself with a cost of sale pricing structure that is directly tied to bookings and brand exposure. This replaces high fixed fees and rigid standards. Margin over mandates; culture over commoditisation; and curation over compliance.Mark Lewis is the Group CEO and Founder of HotelREZ.
Elegant Hotel Collection’s latest independent hotels are a perfect example of what makes independent luxury so appealing: the freedom to invent, the confidence to share original stories, and vision to create exceptional guest experiences.
Chateau Denmark, London: The boldest reimagining in hospitality, combining curated stories from one of London’s most important cultural neighbourhoods and world-class service with Gothically lavish interiors.
The Ebrington, Derry-LondonderryA waterfront hotel with sweeping views of the city, tranquil spa rituals, and outstanding local cuisine redefines urban hotel experiences
Bingham Riverhouse, Richmond: The River Thames is a tranquil and serene B-Corp Certified boutique hotel, restaurant, and members’ club.
The Shepherd MayfairLondon The development will open in 2025. It is a sophisticated new building located in one of London’s most prestigious neighborhoods, adding modern elegance to an area rich with history.
Elegant Hotel Collection offers member hotels the opportunity to unlock new commercial opportunities. Members can access a global network of 60 sales offices and leverage the expertise of the soft brand to develop tailored marketing and sales strategies to reach discerning travelers worldwide.
For further information and to view the Elegant Hotel Collection membership in full, please visit Elegant Hotel Collection.
