Chateau Denmark, London
Pioneering global soft brand gains traction welcoming four distinctive luxury UK properties
Elegant Hotel Collection, the pioneering performance-driven global soft brand dedicated to independent luxury hotels, today announces the addition of four new members to its growing portfolio: Chateau Denmark in central London, The Ebrington in Derry-Londonderry, Bingham Riverhouse in Richmond, Surrey, and The Shepherd Mayfair, a highly anticipated opening set to launch in London’s Mayfair late 2025.
Championing independent luxury hotels that are an immersive expression of identity, locality, and purpose, Elegant Hotel Collection has a bold vision; to inspire a movement where luxury is no longer defined by standardisation, but by the courage to be distinctive. By empowering hotels that live and breathe authentic hospitality, the soft brand is seeking to reshape the future of luxury travel – one pioneering property at a time.
“At Elegant Hotel Collection we are building a global community of hoteliers who are reimagining what luxury means in the 21st century. Whether it’s a design-led urban retreat in London, a heritage restoration in Northern Ireland, or a poetic riverside hideaway in Richmond, every hotel we work with plays a role in shaping a new identity for luxury travel,” commented Catt McLeod, Vice President Elegant Hotel Collection.
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Powered by HotelREZ, Elegant Hotel Collection provides its members with GDS distribution, global consortia access, direct booking support, and strategic commercial consultancy. The platform is designed to reduce OTA dependency, improve revenue performance, and enhance international visibility, while preserving the distinct identity of each member property.
“As the expectations of sophisticated travellers evolve, so too must the models that support the hotels serving them. Elegant Hotel Collection differentiates itself by offering a cost-of-sale pricing structure tied directly to bookings and exposure, replacing high fixed fees and rigid brand standards. Margins over mandates, culture over commoditisation and curation over conformity,” commented Mark Lewis, Group CEO and Founder, HotelREZ.
The latest independent hotels to join Elegant Hotel Collection exemplify what makes independent luxury so compelling: the freedom to innovate, the confidence to tell original stories, and the vision to craft exceptional guest experiences.
- Chateau Denmark, London: A bold reimagining of hospitality that blends curated storytelling from one of London’s most iconic and culturally important neighbourhoods with world-class service and Gothically indulgent interiors.
- The Ebrington, Derry-Londonderry: An award-winning waterfront hotel that combines sweeping scenic views, tranquil spa rituals and standout local cuisine to redefine the urban hotel experience
- Bingham Riverhouse, Richmond: A tranquil, B-Corp Certified, boutique hotel, restaurant and members club offering countryside elegance beside the River Thames
- The Shepherd Mayfair, London (Opening 2025): A sophisticated new development in one of London’s most prestigious neighbourhoods, bringing modern elegance to a heritage-rich location
Through Elegant Hotel Collection, member hotels can unlock new and valuable commercial opportunities by accessing a network of 60 sales offices worldwide and harnessing the soft brand’s expertise to implement tailored sales and marketing strategies designed to reach discerning travellers worldwide.
For further information and to view the Elegant Hotel Collection membership in full, please visit Elegant Hotel Collection.
