IHG Hotels & Resorts has launched its new luxury and lifestyle brand, Vignette Collection.

Set to debut in Australia and Thailand, Vignette Collection will feature properties in sought-after urban and resort locations, offering one-of-a-kind stays at hotels serving up a distinct service style and character.

With the new brand, IHG seeks to give owners of world-class independent hotels the opportunity to retain their distinctive identity, while benefitting from the group’s global scale, luxury and lifestyle expertise, and IHG’s rewards programme.

“Our new Vignette Collection gives IHG a compelling way to welcome world-class independent hotels into our brand family, combining each property’s distinctive identity with the power of our global scale,” comments Keith Barr, CEO, IHG Hotels & Resorts. “As our first hotels in Australia and Thailand both showcase, each property is as unique as the next, and all will be endorsed by IHG’s trusted reputation for quality.”

Barr continues: “We’ve been strategic with the enhancements we’ve made to our Luxury & Lifestyle portfolio in recent years, which at more than 400 hotels and 100,000 rooms is the second largest in the industry. We expect to attract more than 100 Vignette Collection hotels in 10 years, and the brand will be key to delivering our ambition of industry-leading net rooms growth.”

Among the first hotels to join IHG’s Vignette Collection will be Hotel X in Brisbane’s Fortitude Valley, Australia. The property celebrates its iconic neighbourhood through “ultra-cool art”, Avant Garde lighting and views of the cityscape.

Thailand’s Pattaya Aquatique hotel will also join the collection through a partnership with Thai lifestyle real estate group Asset World Corporation Public Company Limited (AWC).

“AWC feels honoured to be the first partner in Asia and one of the first globally to launch a hotel under IHG Hotels & Resorts’ new Vignette Collection,” says Wallapa Traisorat, CEO and President, AWC. “With the backing of IHG’s global systems and support, we are confident that our unique hotel, located in the vibrant and lively beachfront destination of Pattaya, The Aquatique, will appeal to all travellers seeking inspirational and exceptional experiences.”

Vignette Collection is the sixth addition to IHG’s brand portfolio in the past four years, taking it to 17 in total across nearly 6,000 hotels in more than 100 countries.