slh business development brochure 2012

Join Small Luxury Hotels of the World™

Joinslh.com

Misibis Bay, Philippines

WELCOME | DECLARE YOUR INDEPENDENCE

01for more information visit joinslh.com

Small Luxury Hotels of the World™ (SLH) brand is an unrivalled portfolioof some of the world’s finest small luxury independent hotels. Comprisingover 520 hotels in more than 70 countries, the diversity of the individualhotels, and the experiences that they offer, is exceptional. From cutting-edgedesign hotels to palatial 17th century mansions, city centre sanctuaries toremote private islands, historic country houses to idyllic resorts - thebreadth and depth of the brand is far reaching.

While a hotel undoubtedly enjoys the benefits of being part of aglobal brand, SLH places enormous emphasis on celebrating theindividuality of each hotel. This remains one of our core valuesand is central to the continued success of the brand.

We strongly believe that the strength and credibility of the SmallLuxury Hotels of the World™ brand is dependent on the qualityof its individual hotels. Strict controls are applied to ensure thatonly the very best hotels with the highest standards are acceptedinto the brand, thus ensuring that the quality of the experiencethat guests receive is consistent across all SLH properties. Toensure that these exceptional standards of excellence aremaintained, SLH has a carefully monitored ‘mystery guest’programme which relies on valuable reviews from inspectorswho importantly are also consumers.

Over the last 20 years SLH has been transformed from a Clubof hotels to a Club of customers – customers who are loyal tothe brand.

The luxury hotel market has been fairly resilient to uncertaintimes that we all have experienced over the years. We all need tobe prepared as these times continue, markets shift andcompetition stiffens.

We at SLH endeavour to prepare our hotels to navigate through theshifting markets and respond to the ever changing patterns of customerbehaviour. After all, SLH is the champion of the “Small LuxuryIndependent Hotelier” for the “Independently Minded” customer.

We encourage only the very best to apply to join the brand ofSmall Luxury Hotels of the World™ . As soon as you join, you willbenefit not only from a wealth of experience, but also from ourpartnerships with other luxury brands and established names. Bybeing part of Small Luxury Hotels of the World™ your visibilityand profile will be enhanced. Your revenue will be maximised andyour independence preserved.

Paul Kerr, Chief Executive OfficerFor Small Luxury Hotels of the World™Managed by Hill,Goodridge & Assoc Ltd.

A Warm Welcome toSmall Luxury Hotels of the Worldtm

The Benefits of Joining

Small Luxury Hotels of the Worldtm

“To me, being a member of Small Luxury Hotels of the World™ signifies being part of an internationalnetwork with all the advantages that entails. A raised image for my hotel, professional performances, welltuned partnerships and inspiring, likeminded colleagues; these are the elements I can count on bybelonging to this association. They are valuable assets which lift my business, motivate my employeesand give us enormous pride to be a member of Small Luxury Hotels of the World™.”

Daniela Sauter, Proprietor, Brandenburger Hof Berlin, Germany

1 - Why join Small Luxury Hotels of the WorldTM?

2 - Worldwide presence and distribution of your hotel

3 - Dedicated support every step of the way

4 - Worldwide Exposure Through Marketing, Social Media And Public Relations

5 - Worldwide sales team support and opportunities

6 - Be part of a community of unique independent luxury hotels

7 - Achieve a high return on investment

LEFT: Experience Berlin’s beautiful Brandenburger Hof – right in the heart of the city

WELCOME | DECLARE YOUR INDEPENDENCE

for more information visit joinslh.com 03

04 for more information visit joinslh.com

2 | WHy SMALL LuxuRy HoTELS of THE WoRLD TM ?

Oberoi Udaivilas, Rajasthan, India

“Oberoi have been with SLH for many, many years. SLH hotels are distinctivewith a sense of place and this is what appeals to the discerning luxury traveler.When visiting new destinations, we know many guests use SLH to help in theirhotel selection. Often guests tell us that they first hear about our hotels throughSLH. This is a great endorsement for the SLH brand.”

Vikram oberoi, Joint Managing Director, The oberoi Group


Why Small Luxury Hotels of the World tm ?

Small Luxury Hotels of the World™ is at the forefront of theluxury travel market. We have the experience, resources andstrategies to develop the true potential of your hotel. Becomingpart of Small Luxury Hotels of the World™ delivers tangiblebusiness benefits and offers real return on investment.

Small Luxury Hotels of the World™ has a unique managementstructure. It is a non-profit organisation – a mutual company, ithas no assets and no employees. It is Hill Goodridge andAssociates Limited, the UK based exclusive global managementcompany for Small Luxury Hotels of the World™ with 65employees based in their three offices in London, New York andSingapore, which formulates and executes the strategy thatdrives the brand forward.

Whilst the elected board of directors of Small Luxury Hotels ofthe World™ set the fees and are responsible for accepting andrejecting hotels, it is this unique structure that allows a simplefocus on delivery, reservations and maintaining the quality ofthe brand at minimum cost to the hotels. By being part of thebrand, your visibility and profile will be enhanced, your revenuewill be maximised and your independence preserved.

We are committed to serving the world’s finest small luxuryindependent hotels and resorts.

FOCUSED NICHE BRANDWe only market small independent hotels. We do not do largehotels or other accommodation types. The average size ofhotels is 49 bedrooms. With SLH, you are never a small fish ina big pond.

LEAST EXPENSIVE CHANNELOur fees are tailored to small independent hoteliers, and we areoften the lowest cost of distribution. We do not deal with lowtour operator rates nor merchant net rates. Our fees are nohigher than glossy magazine advertising or employing aninternational sales manager.

STAY INDEPENDENTWe have a ‘soft’ approach to branding. You can maintain yourindependent ownership but identify with one of the world’s topluxury hotel brands.

ALL INCLUSIVE FEESWe include many activities within the annual fee, such an entryin the prestigious annual global directory or core marketingprogrammes, distributed to 100,000’s consumers worldwide.

SMALL IS BEAUTIFULThe brand positioning exactly matches what luxury consumerswant nowadays – individuality, memorable experiences and asense of self identity. Consumers do not want cookie-cutter hotels.

DECLARE YOUR INDEPENDENCE | WHY SLH?


Grand Barrail Château Hotel & Spa, Saint-Emilion, France

Hoshinoya Kyoto, Kyoto City, Japan

ONE STOP DISTRIBUTIONOur reservation platform can handle all GDS, voice, website,mobile and third party website distribution. Your content, ratesand inventory are distributed to the eyes of over 450,000 travelagents worldwide and millions of web users. Our web bookingengine can also be used on your own individual website, at amuch lower cost than other limited distribution suppliers.

TRAVEL AGENCY FOCUSWe can offer unique access to luxury travel agencies worldwide.We have a strong sales team of actual employees, utilising theLX GDS code and one of the most powerful travel tradecustomer databases in the business and a dedicated website.

POWERFUL ONLINE PRESENCEFor direct bookings, our website offers hotels a substantialpresence on the web, including multi-image photo tours,special offers, news, testimonials and one of the most powerfulinternet booking engines available.

To complement the success of our website, we have alsorefreshed our iPhone App which is even more user friendly andfaster. Over 55,000 people downloaded the new app in the firsttwo weeks! We are also pleased to announce the launch, verysoon, of a version of slh.com for iPad users. When using aniPad, the website automatically delivers a version of slh.comwith bigger navigation and graphics.

TRAINED VOICE AGENTSWe have a team of reservation agents and VIP desks around theworld, fully trained to only sell SLH hotels.

DIFFERENTIATED MARKETINGWe recognise that every hotel is different. Every hotel is includedin at least one marketing programme, targeted at differentmarket segments such as Gastronomy or Spas or WeekendCountry Retreats.

LOYALTY AND RECOGNITIONMany SLH hotels have been part of the brand for over ten years.In terms of customers of the brand, Club SLH is one of themost powerful hotel recognition programmes, delivering repeatguests at higher ADRs.

BRAND RECOGNITIONWe have been consistently voted the number one luxury hotelbrand by The Luxury Institute. Our corporate communicationprogrammes and partnership marketing, provides globalawareness for your hotel at no extra cost.

QUALITY, QUALITY, QUALITYEach of our hotels are subject to a vigorous inspection process,both before joining the brand and throughout membership.

DEDICATED ACCOUNT MANAGEMENTUnlike pure distribution platforms, we have a global team ofaccount managers to support you every step of the way.

BY HOTELS FOR HOTELSSLH is a mutual organisation with no debt and healthy reserves.It is managed professionally, with a board of hotelrepresentatives elected every year by hotels.

TRULY GLOBALOver 520 hotels in over 70 countries & 140,000 Club Membersin over 150 countries.

WHY SLH? | DECLARE YOUR INDEPENDENCE



3 | WoRLDWiDE PRESEnCE AnD DiSTRiBuTion of youR HoTEL

San Antonio, Santorini, Greece

“Small Luxury Hotels of the World™ offers its hotels global representation in keymarkets. For a small private luxury hotel there is a no more efficient and costeffective method of distribution of information. There is no doubt that being part of Small Luxury Hotels of the World™ has opened many doors for BlanketBay and the other properties I have managed in New Zealand. Small LuxuryHotels of the World™ has been instrumental to our success.”

Philip Jenkins, Managing Director of Blanket Bay, new Zealand


Worldwide Presence and Distribution of your Hotel

Joining Small Luxury Hotels of the World™ can transform theelectronic distribution strategy of your property. SLHreservations revenue for the brand in total has increased by 23%to $96.3 million (Year end December 2011, compared with thesame period in 2010). We have also launched a new bookingengine for individual hotel websites, and have seen some greatresults, some increasing their internet bookings by as much as77% over their previous booking engine. Our investment of halfa million dollars in our own booking engine has certainly paidoff, increasing our conversion by 29%. For some hotels, theSmall Luxury Hotels of the World™ Reservations Systemscontribute up to 40% of the hotel’s total room revenue.

By joining SLH, you will benefit from one ‘command centre’ tomanage all of your rates, across all booking channels. Once youhave joined SLH, you will be given 24-hour access via Internet(no proprietary hardware to install) to one of the hospitalityworld’s most powerful Central Reservations Systems (CRS).The CRS grants you and your operational team extraordinarypower and flexibility in managing everything related to onwarddistribution of your hotel rooms, from one system. Thesophisticated CRS holds your property descriptions, imagesand all rates and availability, including any negotiated orconsortia rates.

MULTIPLE DISTRIBUTION CHANNELSSLH provides you with the capability to manage your ratesacross multiple channels.

• our award winning website – www.slh.com

• All four (GDS) global distribution systems

(Sabre, Amadeus, Galileo & Worldspan) used by

over 450,000 business and leisure travel agents

in over 90,000 travel agencies worldwide

• internet sites powered by the GDS or internet

third party sites

• SLH voice reservation centres

• SLH internet booking engine (white label service

for your own website)

• Mobile devices such as the iPhone

Unlike some other distribution options, with SLH you retaincontrol across all distribution channels. No allocation isrequired, and nothing contractual automatically locks you intosupplying a certain number of pre-determined room nights. Ifyou suddenly get a large direct booking, you and your team havethe ability to close out your hotel for that night, in an instant.

GLOBAL TRAVEL AGENTSBy joining SLH, you will become part of a prestigious global luxurybrand, represented internationally to the travel industry by the GDSchain code LX, standing for LuXury. The importance of thisimmediately identifiable distribution brand, linking your propertywith a consistent group of luxury hotels to travel agents, cannot beunderestimated. Compared to other distribution channels you

might be using, global travel agents can be a very cost-effectivedistribution channel. Some other organisations may try to enticeyou with the offer of connectivity they claim is similar to us, butthey cannot match the power of the strong SLH global brand.Travel agents genuinely recognise the LX code, while someother companies have generic two-letter codes.

INTERNETOne of the most significant benefits of using the SLH CRS is thatyour team can be freed from the burden of manually maintainingmultiple 3rd party extranets. The SLH CRS can connect you to awide range of online travel agency websites, seamlessly.

SLH INTERNET BOOKING ENGINE ( IBE)By using the SLH IBE (white label booking engine) to powerreservations on your property website, you and your team canmanage your inventory through just one system. Our IBE iscurrently one of the most cost-effective booking systems on the market. Additionally it is fully customized to match the lookand feel of your website.

MOBILE DEVICESTo provide customers with as many choices as possible to lookand book your hotel, SLH also provides content andreservations on mobile platforms. SLH was one of the first hotelcompanies to launch an iPhone® App and we are constantlydeveloping our mobile strategy, with a new mobile optimisedwebsite and booking engine in the pipeline. Many of theseadvancements would not be possible for an individual hotel.

PEGASUS ONWARD DISTRIBUTION DATABASE (ODD)Alongside the Small Luxury Hotels of the World™ ReservationsSystem, becoming a part of the brand means that you areautomatically loaded into the Pegasus ODD. This is the systemused by many top Internet websites such as Expedia, Travelocityand Orbitz to provide content and availability. It provides fulldetails of your hotel to these websites making you highly visibleto an international audience.

SLH VOICE RESERVATION CENTRESSmall Luxury Hotels of the World™ has dedicated reservationoffices covering 18 countries, including China, Russia, UK andUSA: offering local language, toll-free hotel information andbookings. In 2011, SLH has enhanced its telephone reservationoffering by employing highly trained in-house executives to takecustomer calls.

SLH ONLINE DIGITAL L IBRARYSmall Luxury Hotels of the World™ provides its hotels with anonline central point for maintaining and distributing high-resolution digital images. This is an invaluable complimentaryservice which distributes images to the four GDS and the onwarddistribution channels. Each Small Luxury Hotels of the World™property can load over 30 high-resolution photographs, providingjournalists and other parties with immediate access to images ofindividual properties.

10

DECLARE YOUR INDEPENDENCE | DISTRIBUTION

for more information visit joinslh.com

DISTRIBUTION | DECLARE YOUR INDEPENDENCE

slh vip desks

hotels own web sitesusing slh ibe

slh.com

onlinetravel agencies

traditionaltravel agencies

mobile platforms

slh call centres

onlinetravel agencies

Pegasus

slh reservationssystem

DISTRIBUTION CHANNELSThe SLH Reservations System is central to distributing your hotel effectively. It feeds voice centres, travel agents, GDS (GlobalDistribution System) and internet sites worldwide and has the potential to reach millions of prospective guests. All SLH hotels usethe code LX (for LuXury) in all GDS’s. The diagram below shows how the SLH Reservations System links your hotel to the world.

GDS-Amadeus, Galileo, Sabre, Worldspan (the systems used by travel agents to book travel arrangements)

Pegasus/Online Distributions Database (ODD) (provides content to websites such as Orbitz.com)

customer SLH Hotels

GDS LX



4 | DEDiCATED SuPPoRT EVERy STEP of THE WAy

Pangkor Laut Resort, Pangkor, Malaysia

“Our Account Manager offers us an invaluable service – he is very much like apersonal trainer helping us sweat the value of our membership with a view tohaving a healthy return on investment. Together we are focused on achieving the same thing – maximising the marketing opportunities to maximise revenue.”

The Capital and Levin Hotels, London, England


Dedicated Support Every Step of the Way

When you join Small Luxury Hotels of the World™, you will beintroduced to your dedicated Account Manager, who willensure you get the most from your investment. Your AccountManager can offer advice and assistance on new businessopportunities, reservation systems, joint marketing activitiesand events.

CONNECTING TO THE BRAND

It is vitally important that your hotel is fully connected to theSmall Luxury Hotels of the World™ brand. By actively engagingin the opportunities and initiatives that are offered to you, yourhotel will maximise its potential to generate reservations.Hotels that work hard in developing their relationship withSmall Luxury Hotels of the World™ do experience a greaterreturn on their membership investment.

REVENUE MANAGEMENT

In today’s increasingly competitive hotel industry, it is of criticalimportance to position your hotel appropriately within yourmarket. SLH will provide you with a comprehensive guide toaccurately assessing your hotel’s positioning, pricing and mosteffective strategies for maximising revenue, using best practicetemplates from peer hotels.

MYSLH.COM

Small Luxury Hotels of the World™ is far more than a simplereservation channel. We provide you with state of the art tools to help you run your business. When you join, you will be given access to MYSLH.com which is your one-stop shop for all your needs.

MYSLH.com has been built to support the businessrequirements of individual hotels, and allows you to maximiseyour partnership with the Small Luxury Hotels of the World™brand. MYSLH.com is the perfect platform to showcase ideasand initiatives that will help you generate reservations.

Brilliant Resort & Spa, Yunnan Province, China

DECLARE YOUR INDEPENDENCE | ACCOUNT MANAGEMENT


ACCOUNT MANAGEMENT | DECLARE YOUR INDEPENDENCE

The Content ManagementSystem is an easy-to-use toolthat has been created toenable you to manage yourhotel’s information pages onslh.com. You are also able toadd special promotionaloffers, add details aboutindustry awards you may have won, or tell customersabout your responsibletourism initiatives.

MYSLH.com is your onlygateway to download andmanage your SLHreservations.

MYSLH.com is a resourcecentre that containsinformation about SLHaccounts, distribution,marketing, PR and sales.

• Dedicated space for

opportunities which

invites you to participate

in revenue-building

initiatives.

•� Detailed information

about events and

exhibitions with

online registration

functionality.



5 | WoRLDWiDE ExPoSuRE THRouGH MARkETinG AnD PR

Aquapura Douro Valley, Portugal

"SLH provides a dynamic platform for the boutique hotels I operate, to reach a targeted audience of affluent and discerning individuals. SLH is the perfect fit for our chic resorts in Santorini and Mykonos, positioning them with a cool contemporary look, visible through contemporary booking channels"

Panos Paleologos, operator of Sun Rocks, Chromata and Bill & Coo, Greece


DECLARE YOUR INDEPENDENCE | MARKETING & PR


Worldwide Exposure through Marketing and PR

Kirawira Luxury Tented Camp, Western Serengeti, Tanzania

The marketing team at Small Luxury Hotels of the World™ isdedicated to driving reservations to your hotel, and increasingawareness of the brand in key markets.

Our marketing and PR activities put your hotel name in front ofa global targeted audience of like-minded high net worthconsumers, all wanting a unique experience at a smallindependent luxury hotel.

WORLDWIDE EXPOSURE THROUGH AWARDWINNING WEBSITE SLH.COM

With over 200,000 visits a month to slh.com, your hotel willsoon be on show to the world! With over 10,000 pages ofcontent and 12,000 high-quality images, our website isdedicated to promoting our collection of hotels to luxurycustomers throughout the globe.

Website features include:

• Rich hotel content with strong photography

including photo gallery

• Bespoke, easy-to-use booking engine with live prices

and availability

• fully-optimised destination and news pages to drive

traffic to hotel pages

• Special offers functionality to promote tactical or

seasonal rates

• Google Maps

For your convenience, slh.com is powered by a custom-built contentmanagement system which allows you to update information on

your web pages as often as you like. You may wish to promote aseasonal package, add photos to your room categories, publishtestimonials from satisfied guests or use the news section toannounce important developments at your property.

When it comes to Google, slh.com does the hard work for youwith a prominent listing for a 'luxury hotels' search. JoiningSLH gives your hotel the opportunity to target the rightcustomer at the right time.

SLH ONLINE SUCCESS – UP 71% - NOW OVER20% OF OUR BUSINESS

The outstanding figure by far is that reservations revenue fromour website slh.com has increased by 71 per cent for the yearend 2011. This is an extraordinarily good result which wasachieved by a number of different factors, including:

1. Increased and relevant consumer marketing 2. Better conversion rate – increased by 29%3. Pay per click advertising & better SEO4. Focus on the Club of SLH (our guest loyalty programme)

and its benefits

This online success is matched by a big increase of visitors tothe site ( up 24% year end and now averaging 8,500 per day )and new Club members ( up 144% ). Our Alexa ranking ( thisshows our site popularity compared with other websites ) isnow 47,000 which is better than our main competitors. We arealso the first hotel brand worldwide to have had our websiteaudited by an independent auditor – ‘ABC’, so all our figuresare authentic.

MARKETING & PR | DECLARE YOUR INDEPENDENCE

A WORLD OF CHOICE THROUGH MOBILEWith increasing numbers of hotel bookings being made from amobile device, SLH offers several different ways for users to findand book your hotel. Wherever your potential customers are,and whichever device they use, SLH is there with them.

SLH iPhone AppThe recently-updated iPhone app is free to download and offersusers a great way to engage with your hotel. The app is alsodesigned to help drive reservations by making it easy to bookusing an iPhone. Over 55,000 people downloaded the new appin the first two weeks!

iPad version of slh.com With a sleek and interactive design, and superb large images,the iPad version of slh.com perfectly showcases your hotel andmakes booking an even more enjoyable experience.

Mobile version of slh.comOptimised for smart phones, this simplified version of slh.commakes it very quick for users to find and book your hotel whenthey're on the move.

Regalia Resort and Spa Nanjing, China


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slh.comExperience Another World

be inspiredby Small Luxury Hotels of the World™


TARGETED MARKETING PROGRAMMES

Take advantage of being part of a global community of hotels!With over 520 hotels in the collection, Small Luxury Hotels of theWorld™ is able to engage in a series of marketing programmesthat promote hotels by the exceptional experiences they offer. Allhotels, where appropriate, can participate in at least one themedprogramme without charge.

The principal objective of the marketing programmes is toengage our audiences and generate reservations. Rates can bebooked through a dedicated section of SLH.com, all of the GDSchannels and the SLH voice centres. Beautifully designedbrochures are produced to promote each programme, and theyare distributed to a highly targeted audience including topproducing travel agents, SLH Club members and luxury brandpartners. The programmes are of particular interest to the media,and the SLH PR team is closely involved in their promotion.

SLH Marketing Programmes include ‘City Sanctuaries, Gourmet,Spa, Beach Escapes, Country Retreats, Golf and Ski.

GIFT CERTIFICATES

Small Luxury Hotels of the World™ Gift Certificates not onlycome beautifully wrapped but are available in a variety of types,tailored specially to those who enjoy a spa experience, agourmet retreat, luxurious honeymoon or more simply a 1,2 or 3night escape.

Certificates are also available in monetary values (50,100,500)available in three currencies (Pounds Sterling, Euros or USDollars). This offers lucky recipients the chance to pick from a wide

range of destinations at a time and place that is best for them.They are a great way to celebrate special occasions; to say ‘thankyou’; to impress important clients, and to motivate key staff.

BRAND & CO-OPERATIVE ADVERTISING

To complement the brand advertising, Small Luxury Hotels ofthe World has a co-operative advertising programme thatallows hotels to pay for a share of advertising space with thebrand (and other hotels). This initiative is a means for hotels topenetrate quality publications on a cost effective basis. Usingthe power of the brand, SLH is able to negotiate significantdiscounts on advertising space which is not available to non-affiliated properties.

OF SMALL LUXURY HOTELS OF THE WORLD

Designed to build brand and hotel loyalty, The Club of SmallLuxury Hotels of the World™ is a guest recognition programmethat now has over 140,000 customers within the 3 membershiptiers: Special, Loved and Honoured.

It will help you identify guests who are loyal to the brand, andrespond to their unique needs. By offering tangible benefits anda highly personalised standard of service to these guests, hotelsare rewarded with increased repeat business. Participation is anobligation of your membership, and you will be contractuallyrequired to deliver the core benefits whenever a Club memberbooks through the SLH channels or via travel agents.


There are no costly air miles or points to pay for, and you will berewarded with high-value reservations. Other than voicereservations, bookings made through The Club generate thehighest average room rate and length of stay. In addition, Clubmembers spend more on spas, food and beverage and otherincidentals than non-Club members. Small Luxury Hotels of theWorld™ uses Club member data to execute regular targetedemail marketing campaigns to promote the SLH properties anddrive reservations. All hoteliers are extended an opportunity topromote their properties by loading a special rate exclusively forClub members, visible on the SLH.com website.

GUEST PROFILE

One word describes the typical guest of Small Luxury Hotels of theWorld™: discerning. As you would expect of a global brand with apresence in over 70 countries, our customers are international andare distinguished by higher-than-average incomes. As experiencedtravellers, they have the means to afford the best, they expect thebest and most importantly, they are prepared to pay for it –evidenced by the fact that 50% of them travel business class, firstclass or use a private jet for air travel.

They value the unique character and charm of the SLH brand,choosing individuality over uniformity throughout their travels.

PLACE OF RESIDENCE:

34%: Americas27%: Europe (excluding UK)21%: United Kingdom18%: Asia*Data based on the 140,000 members of The Club of Small Luxury Hotels

of the World™, the brand’s guest recognition programme.

AGE:24%: Up to 34 years of age30%: 35 - 44 years of age22%: 45 - 54 years of age15%: 55 - 64 years of age7%: 65 years +

HOUSEHOLD INCOME:23%: up to $200,00027%: $200 - $400,00010%: $400 - $600,0005%: $600 - $800,0002%: $800 - $1,000,000

CLASS OF AIR TRAVEL:43%: Business class6%: First class1%: Private jet



“I happen to travel very often and thus have membership in different travel related programs. SLH has always been my favourite of all….”

Belgian SLH Club Member


PARTNERSHIP MARKETING

Small Luxury Hotels of the World™ seeks to develop strong andmeaningful marketing partnerships with like-minded brandsand organisations around the world.

Working closely with several luxury partners on a variety ofmarketing and promotional activities enables Small LuxuryHotels of the World™ to raise brand awareness, generatereservations and grow our customer database for The Club.Key joint marketing activity with brands such as FinancialTimes, Cunard, Montblanc, Porsche, Frette, HSBC Premier,Square Mile Magazine Samsonite Black Label, SingaporeAirlines, Land Rover, Mercedez-Benz, Net Jets, Oyster Marineetc also helps to reinforce Small Luxury Hotels of the World’sluxury brand positioning.

AMERICAN EXPRESS

Small Luxury Hotels of the World™ also has a long standingpartnership with American Express which includes preferredpartner status with the Platinum and Centurion programmes.

‘Platinum members are affluent high net worth professionals,decision-makers and frequent travellers, who are used to thefiner things in life and enjoy treating themselves. AmericanExpress Platinum Card is more than just a card: it unites acommunity of cosmopolitan, family-orientated men andwomen, who travel widely for both business and pleasure’.

(American Express) ‘Centurion members are super-affluenthigh net worth individuals on a continual quest for the best andmost exclusive. They own companies and frequently travel; theydefine success. Exceptionally discerning and style-conscious,Centurion readers are global players who gain truly worldwideaccess to the inaccessible. They do not compromise and expectonly the highest level of personal commitment from thosearound them: individually tailored service, unlimited financialpower, exclusive travel benefits, global access and influence.Centurion is a global community of the highest earners andspenders on the market’. (American Express)

SLH has created dedicated websites for its Platinum andCenturion card members. The websites can be viewed at:

www.slh.com/amexplatinum

www.slh.com/amexcenturion

The websites showcase all hotels in the SLH portfolio. As partof this programme, SLH hotels are contractually obliged topromote a value-added offer to these customers – you will berewarded with high-value reservations. Platinum and Centurioncard members will spend significantly on food and beverageand spa treatments when they stay at your hotel.

As an additional benefit of membership, SLH hotels alsoreceive discounted American Express credit card fees – thisrepresents a significant cost saving opportunity.

Exposure through partnerships with famous luxury brands


Residenza del Moro, Florence

CLUB NEWSLETTER

In each newsletter, we promote a number of special offers fromdifferent hotels around the world. We also give coverage to newhotels and highlight important news from the properties. The aim ofthis newsletter is to inform customers about hotels and the SLHbrand to keep the SLH brand at the forefront of customers’ minds.

TACTICAL PROMOTIONS VIA EMAIL

Each month, according to relevant time periods, marketrequirements and hotel needs, we send specialist marketingemails to support tactical offers and seasonally inspired orregional travel opportunities with our hotels. We have anexcellent database of SLH Club members which we segment andtarget to match the member's needs with our hotel objectives.This represents a good sales opportunity for hotels, particularlyduring off peak/shoulder seasons.

We also create bespoke e-mails to support our specialistmarketing programmes or events during key periods in the year.

TRAVEL AGENTS NEWSLETTER

Should you offer either an agent rate or commission offer, SLH caninclude a mention in the travel agents news email that is sent bi-monthly to a database of 15,000 highly qualified high-end luxury travelbookers such as agents within the Virtuoso and Signature networks.

E-MARKETING | DECLARE YOUR INDEPENDENCE

“Small Luxury Hotels of the World provides its affiliates with a unique value proposition that helps to enhance theintrinsic qualities of each hotel. SLH is the best means a hotelier may have to express the potential of his or herhotel at the highest level. Belonging to SLH is, by itself, a tremendous marketing tool.”

Barbara Pardini, General Manager of Residenza del Moro, florence

E-Marketing




SPREADING THE WORD – SOCIAL MEDIA

Social media has allowed SLH to reach wider audiences andincrease transparency with its customers. It is now the placewhere people socialise with others online. We have thousandsof Facebook fans and Twitter followers worldwide, and our blogis a great source of interest and engagement for customersaround the world.

Social media allows SLH to communicate information instantlyand have conversations with our community in an informalmanner. Not only does it allow people to share real experiencesand inspire others, it has also brought people together whoshare common interests. As part of our communication mix itis important to ensure our customers receive the latest newsfrom SLH. This helps raise awareness of the SLH brand, drivescustomers to www.slh.com, and ultimately, generatesreservations for your hotel. We continue to push contentthrough our social media platforms, with 45,000 fans onFacebook and almost 10,000 followers on Twitter. (Jan 2012)

HOW CAN WE HELP YOU WITH SOCIAL MEDIA?

• We can promote news, special offers, incentives,interesting facts, videos and more through oursocial media channels and share this with ourcommunity

• We have social media guidelines which will help you create a presence for your hotel in the socialnetworks

• We can help you reach wider audiences and raiseawareness of your hotel

• our platforms allow us to listen to what peoplehave to say, which we will happily report back to youthrough your dedicated SLH Account Manager

• We can reinforce key messages through our channelsand complement other communication channels

Why not join us on:www.facebook.com/smallluxuryhotelsoftheworld

www.twitter.com/slhluxuryhotels

www.blog.slh.com

We are expanding our social media presence in the Asia-Pacific,with the recent development of an SLH Twitter page targeted tothe Japanese audience and three Chinese social networks(Youku, Kaixin001 and Sina Micro Blog).

Gut Klostermühle, Alt Madlitz, Germany

SPREADING THE WORD - PR COMMUNICATIONS

Small Luxury Hotels of the World™ has a dedicated team ofpublic relations professionals who, through an integrated global communications plan, are responsible for raising theawareness of the brand amongst high-end consumers andtravel agents. With in-house PR teams in New York, London and Singapore as well as working with outsourced agencies inJapan, India and China, the geographic reach and exposure ofthe SLH brand is extensive.

Having an experienced team of PR professionals in our keysource markets is incredibly valuable as it means that as abrand Small Luxury Hotels of the World™ has a soundunderstanding of the local market and the media that operateswithin it. In addition to the benefit of local knowledge, SmallLuxury Hotels of the World’s global PR network provides yourhotel with the potential to be exposed to an extensive databaseof international media and PR opportunities, which you may not otherwise have access to.

Our global PR strategy includes a number of core activities thatare designed to directly benefit SLH hotels:

• Mini-press releases for new joiners featured onslh.com's media section on the slh.com homepage

• Strategic messaging in consumer and trade pressthrough the regular creation and distribution ofpress releases to international media

• Pitching of story angles to key luxury high-endmedia, with the aim of communicating the diversityof the SLH brand and its individual properties

• Provision of a dedicated press site(www.slh.com/news.html) which serves as a reliableresource centre for international media

• Provision of downloadable high-resolution imagesvia www.slhimages.com to ensure the media haveimmediate access to high quality images ofindividual properties

• Distribution of a series of monthly electronicnewsletters to a continually expanding database of consumers, travel trade and media

• organisation of a series of media networking eventsin key cities around the world, which provide hotelswith the opportunity to engage with prominentjournalists

• Building mutually beneficial relationships withluxury high end media through regular one-to-onemeetings

• Creating a publicity buzz through compelling andexciting competitions and campaigns designed todrive traffic to slh.com and your hotels pages

• Quarterly brand news/updates include a feature onnew hotels joining in that quarter

All PR activity that is undertaken by Small Luxury Hotels of theWorld’s public relations team is designed to strengthen the SLHbrand and to drive reservations.




6 | WoRLDWiDE SALES TEAM SuPPoRT AnD oPPoRTuniTiES

Huvafen Fushi, Maldives

“Small Luxury Hotels of the World™ is a preferred supplier of Valerie WilsonTravel because of its commitment to sales and representing a wonderfulcollection of hotels worldwide. In addition, it is their dedication to the SmallLuxury Hotels of the World™ reservations centre, using an 800 number, whichprovides accurate information to our travel consultants.”

Valerie Wilson, Valerie Wilson Travel, new york City, uSA


Worldwide Sales Team Support

and opportunities

Our specialist sales professionals have developed closerelationships with the travel trade to raise awareness of theSmall Luxury Hotels of the World™ brand and reinforce thestatus of the exclusive LX GDS code.

CONSORTIA AND TRAVEL TRADE EXPOSURE

Small Luxury Hotels of the World’s partnerships with all majorconsortia, multiple-outlet agencies, business travel specialistsand global corporations will drive further business to yourproperty. As part of our corporate sales strategy, Small LuxuryHotels of the World™ works with the new online RFPsubmission tool, Lanyon, enabling hotels to submit consortiaand corporate RFP’s at once.

There are close to 20 consortia programmes to choose fromincluding ABC, CCRA, Radius, Carlson Wagonlit Travel, BCDand HRG Worldwide.

SHOWCASE EVENTS AND ROADSHOWSAs a Small Luxury Hotels of the World™ property, you will beinvited to join us on a series of events and roadshows designedto give you the opportunity to meet some of the mostinfluential luxury travel planners, bookers and key mediapartners globally. These agencies are not usually accessible tonon-affiliated hotels. However, becoming part of the SmallLuxury Hotels of the World™ brand will unlock the doors tothese highly productive suppliers.

The events and road shows are hosted worldwide and take placein key source cities including London, Paris, Milan, Los Angeles,New York, Mexico City, Moscow, Sydney, Shanghai, Hong Kongand many more. There is also the unique opportunity toparticipate in American Express Centurion showcases inEngland, Italy, Germany and Japan.

TRADE EXHIBITIONS

In addition to our own events and road shows, you will also beinvited to take part in a number of global trade and consumerevents including ILTM, Luxury Travel Expo in Las Vegas, ALTM inJapan and the Luxury Travel Mart. You will have the opportunity toparticipate on Small Luxury Hotels of the World's impressivecorporate stand always located in premium positions.

Collectively welcoming over 200,000 visitors per year, theseevents raise brand awareness and generate new businessopportunities for your hotel.

“We consider Small Luxury Hotels of the World™ to be one of the best sources of luxury hotels for our clients”

Reed & Mackay,

Prestigious independent Business Travel Agency, London

Experience sales opportunities in key markets

28

DECLARE YOUR INDEPENDENCE | SALES

for more information visit joinslh.com

SALES | DECLARE YOUR INDEPENDENCE

An exclusive resource for Travel Agents – www.slh.com/travelagents

TRAVEL AGENT WEBSITE

SLH recognise that travel agents are critical to the success of thebrand and we continue to identify and implement new initiativesthat provide agents with the tools to sell the SLH brand aseffectively and seamlessly as possible. SLH is proud to offer adedicated website especially for these specialists in the luxurytravel business. This new website provides travel agents withextensive travel and hotel information, as well as fantasticopportunities that will support their daily business activities.

AMERICAN EXPRESS BUSINESS TRAVEL

American Express Business Travel is the largest wholly ownedglobal travel network with over 2,200 travel services locations inover 140 countries and manages the travel arrangements of 70%of Fortune 500 companies. SLH is extending you an opportunity topartner with Small Luxury Hotels of the World and AmericanExpress Business Travel Network globally, better known as theAMEX Preferred Supplier Programme. The partnership will include AMEX in the United States, Canada, Japan, Asia Pacific,Latin America, Europe, Middle East and Africa. This opportunity isnot available to individual hotels contracting with AMEX directly.

WHAT IS THIS PROGRAMME?

• it provides hotels with AMEx Preferred SupplierStatus globally, including premium exposurethrough GDS which preferences and highlightspreferred AMEx suppliers

• it provides access to all AMEx owned travel offices

• Access to Corporate Meetings Solutions for groupand incentive business

• Participation in incentives, familiarisation trips andmiscellaneous promotions

• AMEx Preferred Extras Hotel Programme

• Client and employee business meetings and forums

• ongoing communications to the AMEx network fornew hotels, offers, service enhancements etc

Different to the Amex Platinum and Centurion leisure programme, the AMEX Preferred Supplier Status is for businesstravel. The focus is on educating AMEX Call Centre consultantsand implants on SLH hotels, so they can sell better to theirCorporate Clients. AMEX uses all the GDS systems and will favourparticipating SLH hotels in those channels. Currently AMEXagents only have the ability to book SLH hotels that participate incorporate negotiated programmes run by AMEX i.e. GoldmanSachs, Bank of America etc. Participation in this programme mayprovide you with the opportunity to be selected in the AMEX FineHotels & Resorts programme as well by increasing the AMEX cardspend at your property.

N.B There is an annual fee to participate in this programme



7 | BE PART of A CoMMuniTy of uniQuE inDEPEnDEnT

LuxuRy HoTELS

“Joining SLH has been rewarding for us as a small hotels owner, as the brand putsus on par with the world's largest brands. We view SLH as our approval stamp ofquality as well as our international marketing arm, to provide the market reachwhere we cannot afford to go ourselves and as a booster to those markets wherewe are strong in. SLH also helps us keep ahead of competition in terms oftechnology and industry standards.”

Anchalika kijkanakorn, Managing Director, Aleenta Resort and Spa, Thailand

Aleenta Resort & Spa, Phuket, Thailand


DECLARE YOUR INDEPENDENCE | JOINING SLH


JOINING CRITERIA & QUALITY STANDARDS

The strength and credibility of Small Luxury Hotels of theWorld™ is dependent on the quality of its individual hotels.Strict controls are applied to ensure that only the very besthotels with the highest standards are accepted, and to ensurethat Small Luxury Hotels of the World properties continue touphold these standards. In assessing a hotel’s suitability forjoining the brand, we believe that the totality of the guestexperience is as important as anything else.

INSPECTION PROGRAMME

Maintaining the quality of Small Luxury Hotels of the World™properties by way of regular inspection is of paramountimportance to the individual client, the travel trade, the mediaand most importantly to you, the hotelier. The integrity of SmallLuxury Hotels of the World™ must be preserved andmaintained worldwide, because all our hotels will be judged onthe quality of the others. Small Luxury Hotels of the World™runs an invisible guest perception inspection programme at nocost to you other than accommodation, food and beveragecharges incurred at your property by the inspector. Theseinspections are carried out at least once every two years, andafter each visit you will receive a report outlining the results ofthe inspection. All inspectors are qualified luxury hotel guestswho pay and stay at luxury hotels all over the world.

NEW BUILD HOTELS & REFURBISHMENTSOF EXISTING PROPERTY

We also invite hotels to join us at any stage of the developmentprocess, whether it is a complete new-build on a green-field siteor a conversion and remodelling of an old building.

Hill, Goodridge & Associates Ltd is the home of the smallindependent hotelier operating both the global brand of SmallLuxury Hotels of the World™ and specialist luxury boutiqueoperator, Luxury Hotel Partners Ltd.

As specialists in the international boutique hotel sector,providing a comprehensive range of hotel services, LuxuryHotel Partners can provide Technical and Pre-opening servicesduring the process of development. Their input will ensure thatthe hotel is optimally designed and that the operationcommences and flows efficiently with luxury standards ofservice from the outset. They will provide direction and adviceon architectural plans and interior design to ensure the hotelwill have the potential to be a financial success.

HOTEL MANAGEMENT

Luxury Hotel Partners operates hotels that either are, or, willbecome part of Small Luxury Hotels of the World™. LHPmanages hotels for owners, investors and absentee landlords.Hotels range from the Mallorcan fortress of Cap Rocat, theaward winning Chromata in Santorini to a Chinese nobleresidence in Beijing — Hans Royal Garden.

Be Part of a Community of

unique independent Luxury Hotels

Esencia, Playa del Carmen, Mexico

JOINING SLH | DECLARE YOUR INDEPENDENCE

CRITERIA

To be considered, applicants should meet the following broad criteria:

• The hotel must be recognised as one of the best, if not the best, in the locality

• The market positioning of the applicant should be consistent with theoverall aims of Small Luxury Hotels of the World™

• The hotel must move its GDS representation to LX

• Operational management must be of the highest standard at all times

• Service should be personal, efficient, prompt and friendly

• Food and wine must be of the highest quality, properly presented andexpertly served

• The hotel must provide room service with limited items available, 24hours a day

• Decor must be of the very highest quality and well maintained with agood general ambience providing a feeling of comfort and attention todetail

• The hotel must have access to e-mail and the internet, as the majorityof Small Luxury Hotels of the World™ communication is carried out byelectronic means and all access to the reservations system is via theinternet

• The hotel will join for a compulsory minimum period of three years inorder for its affiliation with Small Luxury Hotels of the World™ to fullypermeate the market

• The hotel must offer a luxury experience to its guests

• The hotel must demonstrate a commitment to Small Luxury Hotels ofthe World’s Caring Luxury programme

CONTRACTUAL & OPERATIONAL OBLIGATIONS

• Implementation begins when the contract is signed and fees are paid

• Joining fee is due with the contract

• Terms of contract is a minimum of three years

• All contracts are standard and signed by each hotel, changes to thecontract will not be made

• Annual fees are due by August 1st of each year

• Monthly reservations fees are due within 30 days

• Hotel must accept the American Express Card, participate in theAmerican Express commission programme and American ExpressPlatinum/Centurion benefits programmes

• Hotel must accept and agree Articles of Association

• GDS must transfer to LX within six months of signing the contract

• Hotel must accept Small Luxury Hotels of the World™ Gift Certificatesand account for them in the correct manner

• Travel Agent’s commissions must be paid within 45 days of departurevia the Small Luxury Hotels of the World™ Global Payment System orby the hotel directly

• Access to internet, and e-mail address for Small Luxury Hotels of theWorld™ communication

• Biennial inspection programme, reimbursed by the property

• Regional meetings

• Hotel must vote for International Board of Directors

• Hotel must participate in regional meetings

• Immediate response to inquiries or requests from Small Luxury Hotelsof the World™ offices is required

• Hotels must review www.myslh.com for pertinent information

• Immediate review and response to directory information requests

• A minimum of 16 hi-resolution photographs must be supplied for useby Small Luxury Hotels of the World™ with authorisation to publish

The Betsy - South Beach, Miami, Florida



BRANDING OBLIGATIONS

• Display Small Luxury Hotels of the World™ plaque prominently at

entrance or front desk

• Publish Small Luxury Hotels of the World™ logo, toll free number, GDS

code LX for LuXury and www.slh.com on all hotel brochures

• Small Luxury Hotels of the World™ directory to be placed in all guest

rooms and public areas

• The directory must be distributed by all hotel sales staff

MARKETING PROGRAMMES

• Participation in programmes introduced by Small Luxury Hotels of the

World™ and acceptance of fees associated with these programmes

• The hotel must offer all benefits associated with The Club of Small

Luxury Hotels of the World™

• Hotel must load all rates and packages required of it to participate fully in

any marketing programmes Small Luxury Hotels of the World™

undertakes

• The hotel must keep Small Luxury Hotels of the World’s PR department

informed of all awards/new services

• Participation in on-going and current regional programmes as applicable

• Response to individual hotel programmes as requested by partners

and charities

RESERVATIONS AND THE INTERNET

• Attendance by two hotel staff for training on the reservations system

• The hotel must have internet access for the Small Luxury Hotels of the

World™ reservations system

• Publish all rates offered at hotel on the reservations system

• Availability and rates on the reservations system to match that of hotel

• Reservations and communications downloaded daily

• Rates and inventory maintained constantly and consistently

• Property information reviewed and updated frequently

• Packages and promotions loaded into the reservations system

and slh.com

• Constant review and maintenance of information on slh.com

• The hotel must supply an active e-mail address for public inquiries

from slh.com as well as RFP’s for group/meeting requests

• Hotel must supply 16 colour photographs with captions for internet site

• Small Luxury Hotels of the World™ has the right to enter agreements

with third party internet providers and publish hotel data


Huvafen Fushi, Maldives


TO APPLY

There are five stages in applying and the timing is critical:

Stage 1 – A formal application letter together with the printed application

forms for hotel and “Contracting Party Details” must be sent to the

Development Director, Small Luxury Hotels of the World™, 3rd Floor,

Portland House, Bressenden Place, London SW1E 5BH, United Kingdom,

enclosing copies of all brochures, marketing collateral and tariff sheet.

Stage 2 – Once your application has been reviewed, successful hotels will

be asked for a non-refundable deposit of GBP£1,000 which is required

before the assessment visit. This amount is credited against the initial fee

if the application is successful.

Stage 3 – Upon receipt of the application form and deposit an initial visit

and inspection will be arranged. The visit enables you to discuss the

benefits of joining and determine the potential return on investment. It also

enables Small Luxury Hotels of the World™ to assess whether the hotel

meets the criteria and standards.

Stage 4 – The report generated from the visit along with the application is

reviewed by the joint Managing Directors of Hill Goodridge and Associates.

If they consider the hotel will add value to Small Luxury Hotels of the

World™ and Small Luxury Hotels of the World™ will add value to the hotel

taking into account the location, standard and management of the hotel

then they will be recommended to the Regional Director and then to the

Chairman for it to be accepted.

Stage 5 – Successful applicants will receive confirmation of acceptance,

contract to sign and a secure login to our website content management

system to supply all necessary information on the hotel. The contract is

standard for all hotels and states all terms and conditions of joining SLH.

The process is completed when the signed contract is returned together

with the payment of the initial joining fee.

Experience Zen at the Sanctuary on Camelback Mountain, Arizona


La Sultana Marrakech Hotel & Spa

OVER 520 HOTELS IN MORE THAN 70 COUNTRIES

Contact us

Daniel LuddingtonDirector of Development

For Small Luxury Hotels of the World™Managed by Hill, Goodridge & Associates Ltd.

3rd Floor, Portland HouseBressenden Place, London SW1E 5BH,

United KingdomTel: Main + 44 (0) 207 802 3400

Direct + 44 (0) 207 802 3431 Fax: + 44 (0) 207 828 0826

Email: [email protected]

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