THE new CEO of Small Luxury Hotels of the World (SLH) has drawn up a five-year plan that will focus on five key activities to take the business forward, just as the company turns 25 this year.
The areas of focus will be on seeking hotel members in existing and new destinations that will deliver unique experiences to SLH guests; ensuring consistently high quality across the SLH collection through a more robust Quality Assurance programme, improving the SLH Club loyalty programme come September 2016; investing in technology through new smartphone apps and new and improved websites; and implementing new and updates distribution tools for member hotels.
In an interview with TTG Asia e-Daily, Filip Boyen, who has assumed leadship of the company from Paul Kerr, said a collaborative approach was taken in shaping the plans, with inputs sought from hotel members, customers and staff.
“Everyone’s point of view and expertise is valuable. Our Board of Directors consists of hotel members elected by their peers and they are empowered to make decisions that represent the best interests of the business from the hotels’ standpoint. By the time we launch any new initiative we are confident that it is a positive way forward (for) all stakeholders – and the reaction we received at our International Conference in Marbella in October to this new direction was unanimously positive,” said Boyen.
To mark SLH’s 25th anniversary, the company had earlier this year launched a refreshed brand and new strapline, ‘Independently minded’.
“The very existence of SLH is to match independently-minded people with independently-spirited hotels,” said Boyen, who added that while the independently minded mindset “is nothing new as we have long been the champions of small and independent”, it allows SLH to better “communicate to our guests and potential customers exactly what sets SLH apart from the rest”.
To support the independently minded mindset, several new initiatives targeted at guests, member hotels and travel partners will be introduced throughout 2016.
This month also saw the debut of SLH’s first travel agent recognition programme, Small Luxury Heros, which sought to reward top-producing agents with Amazon gift cards, SLH Gift Certificates and complimentary reward nights.










