The freedom to be luxe: independent luxury hotel groups

courtesy of www.foodvacation.com

The difference between, say, a Four Seasons or Orient Express hotel and one belonging to a hotel group like Relais & Chateaux or Conde Nast Johansens is simple enough: the former are chain hotels—luxurious or not—while the latter are independently owned and managed, providing for a distinction in the hospitality and guest experience.

Unlike chains -- which often impose uniformity in terms of service, food, and ambiance as a branding exercise -- the marketing groups seek out individuality, not conformity, and promote it as a virtue. For the traveler, that can mean a much richer and more diverse lodging experience—the spice of life!

The rising star in North America—though long a more established marker of quality in the United Kingdom—is Conde Nast Johansens, which publishes a glossy, large-format guide each year and of course features a searchable web site. Each Johansens property is inspected not only upon admission, but also each and every year by a team of specialized inspectors. Johansens specializes in eliminating the cookie-cutter type hotels from its roster, and seeks to promote unique properties for the independent traveler. It is also the only group to carry the prestigious Conde Nast name, as the Johansens program was taken over by the London travel publisher's home office several years ago.

Other independent luxury groups include Small Luxury Hotels of the World and Relais and Chateaux, which both have properties around the globe. Relais emphasizes Continental-style comfort and excellence in fine dining. Rusticae is a grouping for Spain and Portugal, while Chateaux & Hotels (whose president is super chef Alain Ducasse) focuses mainly on France but also has members in Italy and Spain. An up-and-coming group that emphasizes eco-friendliness is Canticum Hotels: Eco-luxury.