by Matt Alderton | March 03, 2014
Hospitality management company Benchmark Hospitality International has launched two new hotel brands — Personal Luxury Resorts & Hotels and Benchmark Resorts & Hotels — it announced last week.

“Benchmark is taking a bold step forward in launching these two brands in order to link our properties together,” Benchmark Hospitality International President and CEO Alex Cabañas said in a statement. “While our new hotel brands will never take the primary position over the individual brand of each property, we want our guests to know they belong to a distinctive collection of properties that can serve their needs for luxury leisure and business travel, as well as meetings and events in many of the country’s most important destinations.”

The company describes Personal Luxury Resorts & Hotels as a “place where personal experience exceeds expectations, where simplicity is the foundation for splendor, and where distinction is, above all, the basis for curating an ideal getaway.” The brand — which will specialize in personalized travel experiences for its guests, such as private horseback rides, underwater escapes, and wine and food pairings from star-rated chefs — currently encompasses 11 properties in California, Florida, Washington State and Hawaii.

“Guest sensitivity is a distinctive platform for service excellence, which is the essence of the Personal Luxury brand, because luxury is so much more than bricks and mortar, and the best china and silver,” Cabañas continued. “It’s what makes each guest feel expected, anticipated and genuinely welcomed over and over again — even before they arrive.”

Benchmark’s second brand, Benchmark Resorts & Hotels, is a collection of 18 independent hotels and resorts in “exquisite destination settings” around the world, including Bonaventure Resort & Spa in Fort Lauderdale, Fla.; Cheyenne Mountain Resort in Colorado Springs, Colo.; The Chattanoogan in Chattanooga, Tenn.; the Tokyo Conference Center Ariake in Japan; and Turtle Bay Resort in Oahu, Hawaii, just to name a few.

“Whether the majestic snow-capped peaks of Wyoming, the sun-drenched beaches of Hawaii and Curaçao, or the action and excitement of Fort Lauderdale, Miami and Tokyo, each Benchmark Resorts & Hotels property captures the charm and lore of the surrounding culture, providing an authentically local and distinctively alluring travel experience,” said Greg Champion, executive vice president and COO for Benchmark Hospitality International.

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