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In Good Company
It’s true: You’re judged by the company you keep. That’s why so many fine hotels and resorts have banded together in these top luxury associations.
BY NICOLE ALPER
Relais & Châteaux. Small Luxury Hotels of the World. Historic Hotels of America. There is an abundance of choices when selecting a hotel or resort, and one way the industry narrows the scope is to lock onto an organizing principle: hotel membership associations. Each with its own set of requirements, these organizations offer the traveler a yardstick by which to measure their properties.
For the hotels, membership means being affiliated with a trusted association and reaping the rewards of all the marketing done by those associations. It also means being featured in the books (basically, catalogs of properties) that the associations publish and offer to consumers, either free or for a small fee. Hotels and resorts pay to become members; additionally, there is usually a three-year minimum requirement to join, in order, says Lanny Grossman of Small Luxury Hotels of the World, “to be able to really see the benefit of membership.”
Here are some of the best-known associations and what makes each unique.
The Leading Hotels of the World
A luxury hospitality organization with nearly 450 members in 80 countries, The Leading Hotels of the World has members that span the globe, from grand palaces to luxury tent enclaves, intimate city hideaways to self-contained resorts. Potential new members must apply (The Leading Hotels of the World does not solicit new members) and inspection reports, based on 1,500 separate criteria, are filed with the executive committee, whose members then vote for acceptance or rejection. “Only the world’s most distinguished properties are admitted,” says public relations manager Karen L. Preston.
The Leading Hotels of the World’s Leaders Club guest recognition program offers everything from room upgrades to early and late check-in and welcome gifts. They also share a personal information registry, meaning a member hotel can custom-tailor a guest’s service. Recently the association launched the Leading Green Initiative, a carbon neutral program whereby the organization will directly absorb the cost to offset guests’ energy consumption for stays at any of its hotels.
 In addition to The Leading Hotels of the World, the company has formed The Leading Small Hotels of the World. It adheres to the same standards but limits its members to a maximum of 100 rooms and looks for properties that are intimate, luxurious, and distinctive. Given the massive growth in the spa industry, the group also launched The Leading Spas of the World, whose website provides information on members as well as spa etiquette, special offers, and products. www.lhw.com, www.leadingsmallhotelsoftheworld.com, and www.lhwspas.com
RENOWNED MEMBER: PLAZA ATHÉNÉE, PARIS, FRANCE
LESSER-KNOWN GEM: CALISTOGA RANCH, CALISTOGA, CALIFORNIA
Preferred Hotels of the World
With four distinct “brands” within the Preferred Hotel Group portfolio, “it is our Preferred Boutique that really sets us apart,” says senior vice president of marketing and distribution Michelle Woodley. Preferred Boutique is further subdivided into four “Style Categories”: Classic, Design, Adventure, and Resort. Guests wanting an intimate boutique hotel experience have a single source, and from there can choose the style they prefer. Brand-new to Preferred is the Preferred Golf Club. A membership fee of $595 grants its members one complimentary round of golf per year at each of its participating resorts (two-night stay required, potential over 45 rounds total). Courses include Ireland’s prestigious K Club Golf and Spa Resort, The Broadmoor, Mauna Lani Resort, and the Grand Del Mar. www.preferredhotelgroup.com or www.preferredboutique.com
RENOWNED MEMBER: SANDY LANE, BARBADOS
LESSER-KNOWN GEM: XV BEACON, BOSTON
Historic Hotels of America
Comprised of 200 of the most historic hotels in the United States, Historic Hotels of America (itself a program of the National Trust for Historic Preservation) is committed to preserving the past. Member hotels must be at least 50 years old, listed in or eligible for the National Register of Historic Places, or recognized locally as having historic significance. While not every Historic Hotels of America property is “luxurious” (though the organization does include six 5 -Diamond members and 594-Diamond members), many, such as the Ahwahnee in the heart of Yosemite National Park, are the most luxurious option in a striking natural setting or, as with the Fairmont Hotel situated atop Nob Hill in San Francisco, a treasured city landmark. “The diversity of hotels also distinguishes members of Historic Hotels of America,” says director of public relations Mary Billingsley. Travelers can stay in a Hudson River Valley castle or a “pink palace” in Florida, a former Carmelite convent dating to 1651 or a mid-century modern hotel with a hip vibe. “Members of Historic Hotels of America are united by their commitment to telling the stories of the people who walked through their doors,” says Billingsley. www.historichotels.org
RENOWNED MEMBER: THE HAY-ADAMS HOTEL, WASHINGTON, D.C.
LESSER-KNOWN GEM: WENTWORTH MANSION, CHARLESTON, SOUTH CAROLINA
 Small Luxury Hotels of the World
Small Luxury Hotels of the World focuses on one thing: unique and memorable experiences. Member hotels (there are more than 400 hotels in 65 countries) range from a country house to a golf resort, eco-reserve to a game and wilderness lodge. The average number of rooms is 55, while some have as few as six. “However,” explains director of communications Lanny Grossman, “there are member hotels that are larger than this, but due to the layout of the property they still create the perception of being small and exclusive.”
Europe remains the strongest area of development for SLH with the recent addition of 38 hotels, 15 of which are in Italy and Spain. For the first time SLH is in both Hong Kong and the Philippines, and has entered the Middle East with new properties in Oman and Dubai. Each hotel “must be viewed as one of the best,” says Grossman, “if not the best in the area,” and standards are maintained through strict criteria and mystery inspections. (800) 525-4800, www.slh.com
RENOWNED MEMBER: POST RANCH INN, BIG SUR, CALIFORNIA
LESSER-KNOWN GEM: HUKA LODGE, TAUPO, NEW ZEALAND
Relais & Châteaux
Relais & Châteaux is best known for its formula, the 5 Cs: Character, Courtesy, Charm, Calm, and Cuisine. Each member hotel or restaurant (there are more than 450 in 51 countries) must possess each of these qualities, plus be privately owned. Also required: a commitment to outstanding cuisine and a “distinctive ambience.” The application process is lengthy, with hundreds of individual criteria, “and only 10 percent of the properties that apply are granted membership,” says North America director Brenda Homick. Relais & Châteaux sees itself as offering places where luxury travelers can get away from it all and still receive the ultimate in service. “It is similar to staying at a friend’s luxurious home,” says Homick. La Maison de Relais & Châteaux New York, off Fifth Avenue in New York City, has its own demo kitchen featuring many of the top chefs from Relais & Châteaux. Guests can watch a chef such as Eric Ripert of Le Bernardin preparing his tuna carpaccio (layers of yellow fin tuna, foie gras, and toasted baguette), while getting assistance with travel plans and reservations. (800) 735-2478 or (212) 319- 4880, www.relaischateaux.com
RENOWNED MEMBER: AUBERGE DU SOLEIL, NAPA VALLEY, CALIFORNIA
LESSER-KNOWN GEM: HOMESTEAD INN – THOMAS HENKELMANN, GREENWICH, CONNECTICUT
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