For Small Luxury Hotels of the World™ (SLH), 2012 has been the most successful of all. After 21 years of operation they reported that they had the best year ever in 2012. SLH reported figures of over 341,000 room nights sold and $119 million in revenue, an increase of 10% over 2011.
But the success has not been limited to the sale of room nights & revenue alone. They made an impressive performance in the club front as well, with more than 56,000 new members added to The Loyalty Club which now has more than 190,000 members. This is a whopping 46% increase compared to the last year. Club revenues have increased by 38% as a result of this influx of new members. In tandem with these figures the club activation rate has also increased by 18%.
Paul Kerr, CEO of SLH sounded quite optimistic when he mentioned that they are targeting an increase of the Top-Tiered Club Members by over 50% in the New Year. Apparently, while it may seem like a stiff target to attain, he believes the quality of their product is well and truly capable of achieving this target.
He banks his confidence to some extent on the trend that SLH’s webpage has seen over the last year. The site registered no less than 4 million hits with an increase of 19% over the performance of the last year. They also received a total increase of 26% in terms of booking made via the website. It is interesting to note that more and more mobile users are visiting the site, a fact that can be established from the available stats – there has been an increase 167% in iPad visits (500,000 users) and 132% in iPhone visits.
Paul did not hide his amazement when he mentioned that it is quite fantastic to see the kind of performance that they have managed to achieve even after being in the industry for more than 20 years; and despite the gloomy economic condition. But he seems to be aware of what is driving this unstoppable development; it is the huge choice of over 520 hotels in 70 countries and a plethora of booking options which SLH offers to its customer. The club is also a driving force for the increase in bookings as more than 22% originated from that avenue.
To round off SLH has also added a number of new properties to their list of destinations. In total 63 hotels have been added including 13 in the Americas, 17 in the APAC area and 33 in the EMEA area. Destinations include popular ones such as Hawaii, Japan, the Galapagos, Israel, China and Nicaragua. However the only blemish seems to be the fact that they also had an equal number of properties departing and so the final figure remained constant at 529. Some of the properties have been removed from the list because of quality and or payment issues and often to ensure that a world class standard of service is always maintained.