DESIGN HOTELS - Become - A - Member

Welcome to
the Community
An Introduction to our Brand
Design Hotels™ Welcome to the Community 2
Our vision is to create an unrivaled global

community for design, architecture, and culture,
and to become the definitive source for
original hospitality experiences.
Established in 1993, Design Hotels

now represents and markets a
402M €
Total Room Revenue 2019
hand-selected collection of more
than 300 hotels in over 60 countries
across all continents.
260 €
Global ADR*
239
Destinations Worldwide
* +4.5 % since 2016

Berlin
Headquarters
New York City

Office
Los Angeles
Office
Singapore
Office
We offer affiliated hotels AMERS EMEA APAC
and today’s travellers 13

Countries
36
Countries
11
Countries
unparalleled specialist 55 65 91
knowledge and a av. Rooms per Hotel av. Rooms per Hotel av. Rooms per Hotel
future-forward vision 292 €

ADR
245 €
ADR
168 €
ADR
that moves in step with
our shifting world.
67
Hotels
222 Hotels
45 Hotels
Membership with us means

access to…
→
Your consumer effectively
→
The best in class loyalty program
→ The most influential travel professionals
→
The opinion leading journalists
around the world
→ O
ur community of the world’s most
creative hoteliers
→
Efficient global distribution
→
Instant online reservation technology
→
E-commerce specialists
→
27 years of expertise within the
lifestyle travel segment
Creating, Connecting, Collaborating

— 27 Years of Original Experiences
Conscious
Paving the way to a Promadic Future
In the context of the Coronavirus crisis, trends predicted

to develop over the next decade have accelerated into the
here-and-now, taking us into the age of the Promadic Traveler.
Instead of acting as consumers who deplete the resources of the Purposeful

destinations they travel to and work in, they will aim to leave a
positive impact, taking them from consumers to producers. Where
once travelers looked to have their trips and journeys seen by a
highly visual generation, the Promads will want their travels to
provide an extra layer of meaning—both personally
and communally.
Rarefied
Fundamentally, the Promadic Travelers are driven not by the
questions of what and where, but why and how. They will seek
simplicity and the notion of things being enough, rather than the
excess of previous decades. But in so doing they will also want
seamlessness and flexibility in the way they travel, demanding
moments of enlightenment, actualization, and understanding.
Connected
Personalised
Celebrating Individuality
— Made by Originals
At Design Hotels we focus

on the people who make
our member hotels so extra-
ordinary and who create
the imaginative spirit that
shapes our brand.
Whether designers or developers, owners or

operators, our Originals are always outstanding
personalities and extraordinary thinkers. They
are the motors behind pioneering design and
revolutionary hospitality. They shape the way
we travel, they influence the way we do business,
and they tantalize us with new and exciting
hospitality trends. The local flavor that permeates
each hotel forms the core of our long-term vision
to provide unique hotel experiences for the
design-savvy traveler of the 21st century.
“I’m trying to rejuvenate a love for
Flemish culture”— mouche van hool
August — Antwerp, Belgium
How does one take a city forward while

also preserving its history and its culture?
Just ask mouche van hool, a new hospi-
tality force helping to regenerate a storied
corner of Antwerp.
“When I buy a property, the first thing
I want to know is its history. The place

must fit the purpose.”— valéry grégo
Hôtel Les Roches Rouges — Saint Raphaël, France
For valéry grégo, the man behind three

hotels in the French Alps, one in Pigalle,
and on the French Riviera, success
lies in embracing whatever history and
location give him.
Design Hotels
Cretan Malia
™
Park — Welcome
Crete, Greece to the Community 12
By presenting their guests with a truer,

more timeless Greece, the sbokou
sisters agapi & costantza are creating
an organic recipe for success.
“Luxury is being redefined. People want

to be part of things, to give rather than
take, to return home feeling changed.”
— agapi & costantza sbokou
“When I travel, I want to really immerse
myself in the local culture. I want to

measure the culture and society by looking
into myself.”— lai guoping
Sunyata Hotel Meili — Shangri-La, Yunnan, China
To translate an intellectual idea into bricks

and mortar requires an ability to fine-
tune ideas into living poetry. Thankfully,
lai guoping is a creative spirit who is
more than up to the task.
“The community has given us the warmest
welcome, and we want to give something

back.”— circe sher & paolo petrone
Hotel Healdsburg, Harmon Guest House — Healdsburg, USA
The name of Circe Sher and Paolo

Petrone’s Piazza Hospitality group sums
up what the pair dreams to create: a
piazza-like hub of inclusivity, community,
and culture in Healdsburg, California.
Value Added Services Travel Media

Consumer
Design Hotels’ holistic service portfolio incorporates all aspects
Trade Positioning
for a lasting partnership with our members. Thanks to state-of-
the-art distribution technology we seamlessly connect each hotel
with the most relevant distribution channels on a global scale,
which is key for efficient revenue generation.
By focusing our sales and marketing activities towards the end

consumer and the travel trade, we assure that all potential markets
are covered. With the help of our in-house PR team we create
awareness and exposure to our community.
Member
Hotel
In light of COVID-19, some of the services listed in the next sections may have been temporarily adjusted
or suspended until further notice. The dedicated Account Manager will consult on current opportunities
and individual strategic set-up.
Homepage Feature on designhotels.com
Hotel Launch Campaign 40+

Launch Campaigns
To increase the value of membership to Design delivered since 2016
Hotels, we have developed an integrated strategy
—The Launch Campaign—which is an effective,
cross-departmental action plan for new hotels,
based on over two decades of key learnings and
industry knowledge. Participating hotels will
3K+
not only benefit from our in-house expertise, Pieces of coverage published
annually, worldwide
they will also receive a full range of integrated
services across a six-twelve month launch period,
with additional account management support
throughout.
The Launch Campaign is strategically planned to

take place across the opening and post-opening
of newly opening hotels. The campaign features
a range of activities, workshops and strategic
consultation in the fields of public relations,
consumer communications, digital marketing
and travel trade. Based on this framework, our Custom Member Plaque
in-house teams create a personalized action plan

and timeline for participating member hotel’s
which is strategically in line with your internal
operational planning.
Digital Newsroom & Press Release
Instagram Post on @design_hotels

Media Community
The world’s media looks to Design Hotels as
an expert in lifestyle hospitality and as a driver
for trends in this segment. Our Public Relations
division reaches a broad spectrum of leading
industry professionals through classic and creative
measures that create awareness and generate
business for our member hotels.
Travel Trade Community Preferred Partnership Consortia & Virtual Services Virtual Retreats
Corporate RFP
Travel Trade Marketing positions Design Hotels Design Hotels is a preferred Virtual Sales Call are your This new experience engage
hotel partner of American Design Hotels partners with direct and safe interface to 35 key travel advisors and
as the lifestyle brand of choice for the travel trade.
Express Business Travel major consortia, business some of the world’s most Design Hotels member hotels
Through digital marketing, consortia, TMC
Services (GBT), Carlson travel specialists, and influential travel professionals. on a unique virtual sales
channels, preferred partnerships, and beyond, we Wagonlit Travel (CWT), global corporations to a While business travel, face- retreat. A four-week shared
make sure the most relevant travel professionals and BCD Travel. These steady revenue stream for to-face meetings and trade journey is set to inspire,
and corporate clients know our member hotels. partnerships create oppor- our members. There are events are still suspended, it connect, and activate “what’s
tunities to increase revenue 26 consortia programs to remains vital to establish new next” in the travel industry.
and acquire new business choose from including relationships with key bookers
While business travel, face-to-face meetings and
for corporate and leisure ABC, Radius, HRG, THOR, and foster existing ones. Participants engage in a
trade events are still suspended, it remains vital to
segments through the global WIN, plus more than VSCs enable you to provide collection of workshops, panel
establish new relationships with key bookers and American Express, CWT, 500 corporate accounts news about your safety and discussions, one-on-one sales
foster existing ones. and BCD Travel networks. worldwide, such as Apple, security practices and share calls, brainstorming sessions,
Credit Suisse, McKinsey temporary offerings during and authentic group conver-
Together they are the three and LVMH. the time of reopning and sations. Specific elements
largest and most successful recovery. are designed for hotels to
travel management companies showcare their originality
(TMC’s) in the world. and unique attributes, and to
discuss specific actions.
Culture section on designhotels.com
Consumer Community
— Online
Our community of highly engaged travelers are
an educated and international group united in
the pursuit of inspired environments, genuine
108K
local culture, and transformative, boundary- Community Members
pushing adventures.
Culture Blog
The Design Hotels Culture Blog is a go-to outlet
for travelers inspired by architecture, design,
lifestyle, and culture. Our many loyal readers see
IG: @Design_hotels Blog post on designhotels.com
it as a forward-thinking source of information FB: DesignHotelsAG
and stories about Responsible Travel, Cultural

Exchange, Transformative Experiences, and
Holistic Wellbeing.
Social Media
With more than 560,000 followers across our
7 Social Media platforms, Design Hotels shares
stories, experiences, events, and passions from the
world of hospitality and beyond. Our Facebook
community reaches an average of 250,000 people
per month, while our Instagram has an average
monthly reach of 6.5 million.
Hotel listing on designhotels.com
designhotels.com
1.5M
Website Users
Designhotels.com is a go-to site for travelers
per year
looking to discover and book their next journey.
Leading-edge technologies ensure that our users
are exposed to personalized content, which
allows us to put your property in front of the
consumers who are most likely to book it.
Newsletters
Offering travel inspiration, exclusive offers, invita-
tions to private events, and more, our weekly
newsletters reach up to 100,000 engaged readers
and travelers, with an industry-impressive 30-40%
open rate.
Themes Campaigns
Always adapting quickly to an ever-changing
marketplace, Design Hotels is constantly creating
new campaigns to engage and inspire people to
travel. For example, early in the COVID-19 period
we launched four campaigns that targeted our
hotels’ strengths—culinary, natural setting, local
culture, and wellbeing—successfully generating
renewed interest and bookings. 30-40%
Newsletter Opening Rate
Newsletters
Consumer Community
— Offline
By combining online measures with offline
products and activities, we make the most out
of our member hotels’ marketing funds, reaching
targeted audiences with the right means.
The Design Hotels Book

The Design Hotels Book marks an innovative
editorial and artistic direction for the design
anthology, created in collaboration with some
of the world’s leading photographers. An evocative
series of photo essays and reportage provides
an individualized look on our member hotels that
are rewriting the narrative of modern hospitality.
Directions — The Magazine by Design Hotels

Directions is an annual magazine that looks at
movements underway in art, design, food, wellness
and fashion, and how they affect the way we
live and travel. Featuring leading writers, photo-
graphers, illustrators, and designers, Directions
explores a different theme in each issue. Available
for distribution in selected retail & magazine stores,
trade fairs, events and throughout our member
hotels, it features a hotel directory and the most
relevant and inspiring stories within the travel
community.
Partnerships
As a trend expert in hospitality and a connector
of creatives, Design Hotels is constantly on
the lookout for innovative companies that match
our own brand values. We strive to establish
partnerships that bring added value to our member
hotels and create striking co-branded collabora-
tions that generate unforgettable travel experiences.
Through our digital Partner Market Place, we help
hotel partners to connect with relevant brands.
Marriott Bonvoy Community

Design Hotels and Marriott International offer member
+
139M
Members
hotels access to a global, affluent, and lifestyle-oriented
customer base.
Marriot Bonvoy is an incremental revenue opportunity for

hotels worldwide which is based on highly profitable and
loyal guests. The focus is on growing customer loyalty with
134
personal recognition, benefits and rewards for members
who stay at participating hotels with the ultimate goal to
foster lasting relationships and loyalty to properties.
Design Hotels actively work on identifying the Design

Hotels Community among the loyalty program members Countries
to position the brand distinctly from Marriott’s other
brands. The ultimate goal of our marketing efforts is
to increase the Bonvoy channel contribution for partici-
pating Design Hotels members.
+
57 M €
Revenue generated for
participating member hotels
Revenue Management
Services
Building a revenue management culture within a
hotel to achieve long-term revenue goals in today’s
competitive market is crucial. Therefore, each
of our member hotels receives comprehensive,
on-going technical training, yield management
advice, and recieve across-the-board support.
Moreover, revenue management at Design Hotels Year 1 Year 2 Year 3 Year 4 Year 5 Year 6
is a consulting and strategy implementation service
specifically designed for our member hotels. It
recognizes the growing need for hotel pricing,
Pre-Opening Opening Growth Maturity
positioning, and optimization.
Hotel Pricing, Positioning & Optimization
Depending on the hotel’s lifecycle stage, the revenue management strategy varies and requires different actions.
Integrated Distribution
Solutions Travel Trade Community Consumer Community
At Design Hotels, integrated revenue management

and distribution solution is key to our member
hotels’ competitive strategy. As in our other BOOK
business areas, we have taken a holistic approach

to revenue management and distribution by Global
Online Travel Voice
combining technology with consultancy services Distribution Booking Engine
Portals Agent
Systems
tailored to each of our hotels’ individual needs
and lifecycles. We help our hotels optimize their
financial performance to become an increasingly
valued partner in the process.
Direct Booking Voice
GDS IDS
Thanks to our long-term partnership with Booking Engine Agent
SABRE Hospitality Solutions, the world leader
in Travel Distribution, we provide the necessary
expertise and infrastructure for launching our
member hotels on international sales channels,
giving them the possibility to fully maximize Design Hotels central reservation system (synxis)
online, mobile, and offline global reach.
Revenue Management System Hotel Property Management System
Combining technology with consultancy services tailored to each of our hotels’ individual needs and lifecycles
E-commerce Services Digital optimization consulting Web analytics customization Webinars
The world has been rapidly changing over the

past months. One of the responses we’ve seen
during this period of isolation and uncertainty → Detailed analysis of your website → Google Analytics Setup & → Google Products
is a sea change in consumer shopping behaviors. and user behavior Reporting Customization (custom
→ Direct bookings & Rate Parity
From bulk-buying to increased online shopping, filter, segments, goals, funnel etc.)
→ Detailed analysis of your online
people are changing how, when, and what they → Market Data Initiative
are buying. Thus, now is a perfect time to align traffic sources → Google Tag Manager –
your e-commerce activities with new marketplace Advanced User Behaviour Tracking → Working with the SynXis CRS
→ Concrete recommendations
expectations to ensure that you are competitive in Implementation (Click, Scroll, Video,
to improve your overall online
the online space. User Engagement, E-Commerce
performance
tracking, Cross Domain tracking etc.)
The Design Hotels team is here to support the shift → Google Data Studio Dashboard –
of your virtual landscape, enabling you to take the all KPIs at a glance, easy to monitor
next critical step toward driving you own channel and action
to the forefront.
Member Hotel Community

Since its inception in 1993, Design Hotels has
championed innovation, the extraordinary, and,
above all, creativity in the hospitality industry.
Over the years, we’ve cast our net wider to include
not only the hotels and the original personalities
behind them, but also the greater Design Hotels
community, which encompasses the larger network
of neighborhoods and world travelers, out-the-box
thinkers and creative opinion leaders. We believe
that responsibility–on a social and environmental
level–will become the bedrock of this community.
Member Conferences
Every year we bring together the makers of new
hospitality concepts from our member hotels for
inspiring two days of discussion around future
opportunities. At this traveling series which we call
Arena*, we invite a panel of experts, speakers, and
artists to explore concepts & trends around the
purpose-driven traveler of the future.
Member Communication
News, services, benefits – the Design Hotels
Member Portal and monthly Newsflash deliver
information that is pertinent for all member hotels
and their staff.
Educational Programs
Regular workshops, webinars, and certificate
courses help member hotels to develop effective
sales, marketing, revenue management, and distri-
bution strategies. Among others, Design Hotels
has partnered with IDeaS, the industry’s premier
supplier of hospitality revenue management Design Hotels Member Portal
solutions, to offer exclusive revenue management

courses. Newsflash – The Members Newsletter
Become the next Design Hotels member

More than 400 hotels apply for membership each

year, but only an average of five percent of them
are approved. Each member hotel is selected very
carefully to cater to the needs of modern travelers
searching for something unusual and individual.
Whenever we choose a member, we always look

for its distinguishing factor – the originality in
its concept. It is about scrutinizing key areas to
find exactly the right members: holistic concepts,
brand & culture, architecture, design, local
integration, corporate ethics, and – most import-
antly – the people behind the concept and their
commitment towards their hotel.
We invite you to join our community of the

world’s most creative hoteliers.
This brochure and the franchise sales information in this brochure do not constitute an offer to sell a franchise.
The offer of a franchise can only be made through the delivery of a franchise disclosure document. Certain states
require that we register the franchise disclosure document in those states. The communications in this brochure
are not directed by us to the residents of any of those states. Moreover, we will not offer or sell franchises in
those states until we have registered the franchise (or obtained an applicable exemption from registration) and
delivered the franchise disclosure document to the prospective franchisee in compliance with applicable law.
Contact:
Portfolio Development / Membership Applications

development@designhotels.com
+49 30 884 940 072
designhotels.com

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Welcome to

Our vision is to create an unrivaled global

Established in 1993, Design Hotels

* +4.5 % since 2016

New York City

We offer affiliated hotels AMERS EMEA APAC

and today’s travellers 13

future-forward vision 292 €

Membership with us means

→ The most influential travel professionals

Creating, Connecting, Collaborating

In the context of the Coronavirus crisis, trends predicted

Instead of acting as consumers who deplete the resources of the Purposeful

At Design Hotels we focus

Whether designers or developers, owners or

Flemish culture”— mouche van hool

August — Antwerp, Belgium

How does one take a city forward while

I want to know is its history. The place

Hôtel Les Roches Rouges — Saint Raphaël, France

For valéry grégo, the man behind three

By presenting their guests with a truer,

“Luxury is being redefined. People want

myself in the local culture. I want to

Sunyata Hotel Meili — Shangri-La, Yunnan, China

To translate an intellectual idea into bricks

welcome, and we want to give something

Hotel Healdsburg, Harmon Guest House — Healdsburg, USA

The name of Circe Sher and Paolo

Value Added Services Travel Media

By focusing our sales and marketing activities towards the end

Design Hotels™ Welcome to the Community 16

Hotel Launch Campaign 40+

The Launch Campaign is strategically planned to

in-house teams create a personalized action plan

Digital Newsroom & Press Release

Instagram Post on @design_hotels

Design Hotels™ Welcome to the Community 19

and stories about Responsible Travel, Cultural

The Design Hotels Book

Directions — The Magazine by Design Hotels

Marriott Bonvoy Community

Marriot Bonvoy is an incremental revenue opportunity for

Design Hotels actively work on identifying the Design

Hotel Pricing, Positioning & Optimization

At Design Hotels, integrated revenue management

business areas, we have taken a holistic approach

Revenue Management System Hotel Property Management System

E-commerce Services Digital optimization consulting Web analytics customization Webinars

The world has been rapidly changing over the

Member Hotel Community

solutions, to offer exclusive revenue management

Become the next Design Hotels member

More than 400 hotels apply for membership each

Whenever we choose a member, we always look

We invite you to join our community of the

Portfolio Development / Membership Applications

You might also like

→ The most influential travel professionals