Leading Hotels of the World (LHW) is set to launch a new tool for agents that will skip the “flowery language” and focus entirely on the hard facts. 

Set to launch in Q2 2026, the virtual resource will offer concise, “snackable” overviews of the consortium’s 444 hotels, supporting its mission to better educate trade partners about its portfolio.

Lauren Alba, vice president of marketing and communications for Leading Hotels of the World, spoke to TTG Luxury about the reasons behind this investment – and the travel trends driving its content. 

“It will provide as much information as possible,” she explains. “The details will be delivered in a snackable format. We’ll be using short descriptions to try to immerse them in the property and investing more in photography.” 

Advisors will be able to find out everything from the property’s exact location to its client profile, as well as its signature experiences and overall atmosphere. 

LHW is currently developing the tool by collaborating with the trade, which currently accounts for about 40% of its bookings. 

“We’re running focus groups and asking the advisors for feedback,” Alba said. “We want to showcase the hotels in the way they need.” 

She added that the portal will be centred on “utility”, with each aspect designed to be as user-friendly as possible for the advisor. It will also respond to the advisors’ needs for information that’s both in-depth and up-to-date. 

“They don’t want flowery language – they need to know certain facts and they need to know them quickly.” 

The launch of the tool comes four years after LHW introduced its advisor portal with TravPro Mobile, a specialised technology provider for travel suppliers. The platform equips the consortium’s trade partners with training and sales support, as well as product resources and quick-sharable content. 

Alba also revealed that last year’s introduction of its Leading Advisor Number, a personal identification number for each agent, has already been beneficial in tracking agents’ booking patterns. 

“Being able to see what they’ve booked helps us better understand what they need and thus, to offer more personalised recommendations,” she said.

Changing behaviours 

The need for such a tool speaks to the evolving priorities of today’s luxury travellers, says Alba. 

Trends such as the rise of intergenerational and 'bleisure' travel have influenced what clients expect from their experience, which in turn, impacts the type of accommodation they’ll book. 

“These hotel rooms are not just for sleeping anymore, they’re doing a lot of other things,” Alba said. 

For example, a family with children may require a property that has interconnecting rooms, which offer separate sleeping quarters for the kids without splitting them up from their parents. They may also opt for a space conducive to communal activities, such as a suite with a lounge or a villa with a kitchen and dining room. 

Bleisure travel, which has seen a 25% increase in bookings in the past year alone, is another trend that highlights the importance of a detailed portal for advisors. 

Many guests now want their hotel rooms to double as comfortable workspaces, complete with charging outlets, ergonomic desks, and plenty of natural light. 

They may also appreciate furnishings like adjustable lamps, which allow for more personalised lighting, or a soft desk pad, which can reduce strain on the hands and arms. 

The tool will enable advisors to instantly find out the suitability of the property for their client, without having to contact its guest services. This is especially important given how quickly these hotel rooms are evolving; with many LHW members renovating their accommodations, rooms that were previously unsuitable may now be perfect for the guests’ needs. 

Case in point is Killarney House in Ireland, which recently completed a multi-million pound refurbishment that involved converting five of its rooms into two suites. Meanwhile, The Okura Amsterdam will soon be embarking on a project to transform its rooms to suites following increased customer demand for larger accommodation offerings. 

The rise in shorter booking windows further supports the need for a more comprehensive advisor tool. With research indicating that more travellers are booking closer to their departure dates, agents need to act fast to gather essential information about the hotel. 

Alba added that LHW is determined to build on its already strong trade business, which is up 22% in revenue compared to last year. “Advisors are very important to us,” she said. “Everyone is short on time, and now the younger generation is using advisors too. We will continue to invest in this segment.”