Small Luxury Hotels of the World launches SLH Club

Small Luxury Hotels of the World (SLH) intends to add even more lustre to its revamped and rebranded SLH Club rewards program over the coming months and into 2025, but things are off to a good stars.

SLH Club replaces the Invited loyalty program with a simplified three-tier structure for the London-based hotel consortium, beginning with benefits from the first stay.

Club 01 is the entry level tier for stays off up to three nights; members enjoy early check-in, late check-out, complimentary water in the room, and receive the preferred Club rate on bookings.

Club 02 is reached after four nights and adds complimentary continental breakfast, room upgrades subject to availability, and preferred access to the SLH Bonus Rate through the new SLH Club app.

Club 03 status comes after 13 nights; on top of all the Club 01 and Club 02 benefits there’s a voucher of up to USD$300 for reward night bookings plus the opportunity to win free nights across all SLH hotels.

With these changes, SLH aims to cater to “independently-minded travellers” who appreciate the London-based group’s portfolio of characterful luxury boutique hotels.

Richard Hyde, Chief Operating Officer of SLH, says “the SLH Club is a small yet powerful program that will continue to evolve in 2025, supported by our cutting-edge app and an inspiring magazine.”

Earlier this year, Small Luxury Hotels of the World completed a significant shift in its loyalty partnership, transitioning from Hyatt to Hilton.

Almost 400 SLH properties – with a predominance across Europe – are now available for cash and points-based award bookings on the Hilton website and app

Many of these hotels can prove to be exceptionally good value for using Hilton Honors points.

Hilton Honors Gold and Diamond members receive complimentary breakfast for two, space-available upgrades and a fifth Standard Reward Night free, alongside lower-tier perks such as  late check-out, and no ‘resort fee’ on reward stays.

On the flip side, SLH Club members have increased earning potential and wider redemption options within Hilton's global network.

This is all part of a strategy to drive greater loyalty, encourage more direct bookings, and deliver a more engaging experience for a discerning clientele.

As the competitive landscape for luxury boutique hotels continues to intensify, the success of the SLH Club and its supporting digital tools could be crucial to maintaining its niche appeal.