The largest collection of independent, luxury hotels, The Leading Hotels of the World (LHW) has appointed specialist communications agency Mason Rose to manage its public relations strategy for key European markets UK, DACH and Italy. The Leading Hotels of the World is a collection of more than 400 independent luxury hotels in 80 countries.
For nearly 95 years, LHW has carefully curated the most distinctive hotels, resorts, inns, chalets, villas, and safari camps from the snow-capped Alps of Europe to the African veldt. To be considered for membership hotels must meet an exacting set of quality standards covering all phases of the guest experience and deliver uncommon experiences crafted by remarkable hoteliers.
Over 90% of the LHW collection is family-led. The community's proud, independent hoteliers are visionaries within the travel industry and their own destinations. Many Leading hoteliers have been a part of their communities for generations, shaping the location, and offering unmatched access to their guests.
The Leader in Independent, Luxury Hospitality LHW has been the leader in luxury hospitality since 1928, and was created for hoteliers by hoteliers. To this day, the company is still owned by 59 member hotels and empowers independent luxury hotels to stay independent so that this extraordinary segment can continue to thrive.
Curation is at the heart of the collection. In addition to featuring some of the world's most prestigious and respected hotels like the regal Royal Mansour in Marrakesh, and 180-year old Grande Dame Baur au Lac on Lake Zurich, the collection also includes gems such as in-the-know hideaway, Il Pellicano in Tuscany and much-loved retreat San Ysidro Ranch in California. New additions are added seasonally, and existing members hotels are reassessed regularly.
New hotel members include the newly-opened Gleneagles Townhouse, Edinburgh, the new, 19-suite Casa Polanco in Mexico City, an aristocratic residence with designer good looks, and LHW's first Australian member the Jackalope Hotel, situated on a boutique vineyard on the Mornington Peninsula. Mason Rose has been engaged to further communicate LHW's corporate and collection news for consumer and trade audiences, from highlighting collection announcements like new hotels and leading LHW executive engagements in the markets.
Lauren Alba, Vice President of Marketing Communications, The Leading Hotels of the World commented “Collaborating with a likeminded specialist such as Mason Rose offers us the opportunity to broaden our market awareness creatively and credibly. With Mason Rose's almost 30 years in luxury travel, we chose them for their first hand relationships with many of our member hotels and hoteliers, their high-level media and consumer connections, a dedication to 360 communications and understanding of the luxury travel sector.”
Travel Like an Insider: Leaders Club. Leading Hotels' complimentary loyalty program, Leaders Club, allows travellers to gain insider access and explore further at the collection's 400+ worldwide properties. Travellers who join Leaders Club and book through LHW enjoy benefits before, during and after a stay. These include:
- Pre-arrival upgrades: Unlocked after the member's first stay and increased with greater loyalty
- Leaders Club points for free stays: Earn 1 point for every 1 USD spent; free nights start around 4000 points
- On property benefits: Indulge in LHW's iconic breakfasts for two, and more
- Member-only extras: Insider rates across the portfolio and privileged access to the portfolio's newest hotels
With greater loyalty comes richer rewards. The tiered offering starts at Club level and with increased spend unlocks better benefits. Search availability, compare facilities and features, select by interest and be inspired by new openings, trend-led collections and experiential stories on lhw.com. In addition to online real-time bookings, toll free phone reservations are available globally.
Tanya Rose, founder Mason Rose, said: “Travel time has never been so precious. Choosing where and how to travel is a matter of trust. LHW has been a definitive seal of approval for luxury hotels for over 90 years. Now lhw.com offers much more value to discerning travellers looking to book remarkable experiences. We're very proud to be telling their story.”