Global soft brands and consumer brands
HotelREZ’s portfolio of global soft brands and consumer brands has been created to serve different hotel types, audiences and growth ambitions.
Each brand provides a distinct route to market, helping hotels strengthen visibility, connect with relevant demand and access commercial opportunities aligned to their positioning.
Powered by the HotelREZ commercial engine and strengthened through collective scale, these pathways enable hotels to access differentiated demand, strategic partnerships and scale-enabled advantages whilst remaining proudly independent.
PREMIUM GROWTH PATHWAY FOR LUXURY & LIFESTYLE HOTELS
Designed for luxury and upscale hotels seeking premium positioning and high-value global demand.
DEMAND-LED PATHWAY FOR UPSCALE EXPERIENCE-DRIVEN HOTELS
Designed for experience-driven premium and upscale hotels seeking differentiation at scale.
LEISURE DISCOVERY PATHWAY FOR INDEPENDENT HOTELS
Designed for independent hotels seeking collective visibility and commercial advantage.
Elegant Hotels of the World®
LEISURE DISCOVERY PATHWAY FOR INDEPENDENT HOTELS
Designed for luxury and upscale hotels seeking premium positioning and high-value global demand.
Powered by HotelREZ, Elegant Hotels of the World combines the credibility and desirability of a global luxury soft brand with access to a coordinated commercial engine built to create greater opportunity for independent hotels. The result is a more connected model of luxury representation, providing independent hotels with the visibility, demand access and commercial opportunities needed to compete confidently on a global stage whilst remaining true to what makes them distinctive.
Within the Elegant community, Masterpiece by Elegant Hotels of the World acts as a mark of distinction, recognising a select group of qualifying five-star hotels distinguished by exceptional quality, distinctive character, outstanding guest experiences and the highest standards of independent luxury hospitality.
Best Loved Hotels®
LEISURE DISCOVERY PATHWAY FOR INDEPENDENT HOTELS
Designed for independent hotels seeking collective visibility and commercial advantage.
Best Loved Hotels® is a consumer-facing travel brand designed to help independent hotels increase discovery, broaden reach and strengthen leisure demand. Powered by HotelREZ®, Best Loved brings together a broad collection of independent hotels under a single, trusted consumer platform, creating greater visibility and collective presence than many hotels could achieve alone.
Membership also provides access to scale-enabled commercial opportunities, including Improved OTA Economics, helping hotels benefit from stronger demand visibility while improving the value retained from that demand.
WithSoul Hotels®
DEMAND-LED PATHWAY FOR UPSCALE EXPERIENCE-DRIVEN INDEPENDENT HOTELS
Designed for experience-driven premium and upscale hotels seeking differentiation at scale.
WithSoul Hotels® is a global consumer brand for experience-driven hotels defined by atmosphere, cultural storytelling and an unmistakable sense of place. Powered by HotelREZ®, WithSoul connects qualifying premium and upscale independent hotels with travellers seeking depth, character and authentic connection, creating demand rooted in cultural relevance rather than broad market appeal.
WithSoul can operate as a hotel’s primary activation pathway or alongside Elegant Hotels of the World® to unlock additional premium positioning, global loyalty demand and scale-enabled commercial opportunities.
Global Brands Matrix
| GLOBAL LOYALTY | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Global Brand | HotelREZ Commercial Engine |
Improved OTA Economics |
Global Portfolio Marketing |
Global Consumer Retail Marketing |
Global Portfolio Sales |
Global Roadshows & Agency Sales |
Global Luxury Partnerships |
Global Loyalty Demand |
Global Loyalty Retail Marketing |
Global Events Preference RFPs |
24/7 Voice Reservations |
| Elegant Hotels of the World® | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| WithSoul Hotels® | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| Best Loved Hotels® | ✓ | ✓ | ✓ | ✓ | ✓ | — | — | — | — | — | — |
We’ll shape the right solution for your business.
