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How to Expand Reach Without Sacrificing Individuality

Most hotels seek to offer a unique experience to guests. Yet the power of brand connections cannot be overstated. That said, owners and managers of independent properties aren’t always over the moon at the idea of aligning to a brand. They’re wary of becoming genericised and losing the soul that sets them apart. Thankfully, it doesn’t have to be like that with the right hotel management partners in place.

Take the recent addition of the Clarion Charlecote Pheasant Hotel to Choice Hotels EMEA’s portfolio. It epitomises how strategic collaborations can elevate the essence of a unique hotel, without compromising its charm and individuality.

Powerful Connections Bringing Hotels and Brands Together

The 16th-century quintessentially English Clarion Charlecote Pheasant Hotel is just a stone’s throw from historic Stratford-Upon-Avon. It has 70 stylish rooms, integrates seamlessly with the local culture, and offers guests a piece of history complemented by modern amenities. The hotel’s charm is further enhanced by its attractive restaurant, bar, and versatile event spaces for both corporate and personal occasions.

The strategic foresight of Vine Hotels, the management company behind its operation, is clear in their collaboration with Choice Hotels EMEA. Alignment with the Clarion brand represents multi-faceted wins for the Charlecote Pheasant Hotel by:

  • Preserving its unique character
  • Tapping into a broader network
  • Amplifying its appeal to both UK and international audiences

CEO of Vine Hotels Garin Davies explained: “The Charlecote Pheasant is a wonderfully historic hotel, set in an exceptional location at the heart of Shakespeare country. The expert support and international profile of the Clarion brand will allow the hotel to develop a larger UK and international reputation. I am delighted that the hotel can now be shared with this wider audience.”

Partnerships like this one can be transformational when underscored by synergy. This is because the right alliances are crucial to boosting a hotel’s stature and appeal without enforcing unwanted changes or compromising core values.

Brand Connections and Vine Hotel Management and Development

The Vine Hotels Difference

This collaboration highlights Vine Hotels leveraging its senior-level relationships with a global hotel brand to create a pivotal opportunity for an independent hotel. But it calls for detailed analysis to ensure there’s tangible value and brand synergy with its top-tier connections with household names such as:

  • Best Western
  • Hilton
  • Accor
  • IHG
  • Marco Pierre White
  • DoubleTree by Hilton

The Clarion Charlecote Pheasant Hotel’s integration into the Choice Hotels EMEA portfolio displays how strategic brand partnerships can empower properties to maintain their unique identity while benefiting from the global reach and expertise of a renowned brand.


At Vine Hotels, we identify and source brand partnerships that not only respect the individuality of a property, but also enhance its market presence and guest experience. Such collaborations are instrumental in optimising awareness, occupancy levels and sales, while creating memorable and enriching stays for guests around the world. Want to level up your awareness, visibility, and sales? Get in touch with Vine Hotels to find out how the right brand partnerships can work for you not against you.