Hotel brand launches as ‘alternative’ to existing luxury associations
Founded by renowned hotelier Patrice Van Isacker, World of One aims to offer similar services to those of other luxury hotel associations, but for a lower price.
The new brand has been launched as an alternative to larger associations such as Relais and Chateaux and Small Luxury Hotels of the World.
Founded by Patrice Van Isacker, World of One launches with 22 independent hotels in the portfolio and is set to raise the visibility of idyllic retreats such as Rosyth Estate House in Sri Lanka and Asty Mykonos in Greece.
The idea for the venture came to Van Isacker in 2020, when, after decades of working in luxury hospitality, he noticed a “gap in the market” for smaller properties who wanted to gain the support of a collective while also maintaining their individuality. He also runs Van Isacker Exclusive, founded in 2010 as a representation company for hotels, resorts, villas and DMCs.
“A lot of hotels don’t have the revenue to join some of these larger hotel groups,” Van Isacker tells TTG Luxury. “Or they don’t need all the extra sales and marketing support, or don’t want to completely change their brand. But they wouldn’t mind the boost that being part of a group could give them. World of One is an alternative that doesn’t require as much commitment.”
Hotels apply online and if approved, are allocated into one of four categories: Boutique, Classic, Luxury, or Unique. They then benefit from a wide range of services, including sales and marketing support, PR assistance, and a consumer loyalty programme. Launch rates for yearly membership range from £2,000 to £4,000, with additional perks, such as marketing packages, available to purchase. There’s also the advantage of brand affiliation, which surveys have shown to increase bookings and boost hotels’ market value.
To make the cut, properties should be receiving consistently good reviews whilst also excelling in presentation. “Hotels must invest in their look,” says Van Isacker. “We don’t want any outdated properties.”
As for the vision for World of One, he adds he is focused on expanding its international presence for now, rather than increasing overall membership.
“We need to have more representation globally – specifically in South America, Asia and Africa,” Van Isacker says, before noting that its small size also makes for an ideal time to apply. “The good thing about joining now is that there are not many hotels, so you stand out more.” He adds that World of One is not trying to compete with existing brands and only reaches out to hotels who currently have no affiliation with any existing hotel groups.
Already a well known personality in the trade, Van Isacker says his new venture World of One is just as keen to work with travel agents.
“We’re trying to educate our hotels to work with European tour operators and agencies and to target the UK market especially,” he explains. “A lot of hotels don’t understand the UK market very well when it comes to tour operators. We’re also considering roadshows in the future.”
For Van Isacker, World of One also marks a milestone in his path as a fourth-generation hotelier. Having learnt a great deal from his elders, he launched the new venture on his late grandfather’s birthday, 4 April, in tribute to his family’s legacy in the luxury hotel world. “I wanted to honour that history,” he reveals. “I think he’d be super-proud, as would my dad.”
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Place of registration: England and Wales.
Company number 08723341.
Registered address: 6th Floor, 2 London Wall Place, London EC2Y 5AU
