Vignette Collection is embarking on the next chapter of its ‘A Means For Good’ story through a global partnership with the World Literacy Foundation. As announced today, IHG’s rapidly expanding collection brand will directly support the foundation’s mission to eradicate illiteracy by 2040.
Meaningful initiatives hosted in the neighbourhoods of Vignette Collection hotels, including pop-up libraries and literacy programmes, will drive change within the communities surrounding the hotel’s locations and beyond. This partnership arises from a growing consumer awareness of the importance of responsible travel, with 82% stating it is vital to choose a hotel brand that operates ethically.
Each Vignette Collection property tells a unique story, yet they unite as a library of hotels, collectively committed to harnessing travel’s potential to benefit people and places. The collaboration with the World Literacy Foundation will reinforce the brand’s ‘A Means For Good’ hallmark, which sees each hotel partner with a chosen organisation to lead positive contributions to the local ecosystem.
The global partnership will further this philanthropic vision by bringing together its expanding family of 20 hotels across 12 countries to combat illiteracy. In just three years, the Vignette Collection has grown to 55 open and pipeline hotels, each offering distinctive stays in memorable destinations.
Tom Rowntree, Vice President of Luxury & Lifestyle Brands at IHG Hotels & Resorts, stated: “Vignette Collection’s commitment to supporting the remarkable work of the World Literacy Foundation is focused on equipping individuals with the tools they need to fulfil their potential.
We aim to assist those in the communities surrounding our hotels in accessing vital education, broadening their horizons and enabling them to realise their full potential.”
The World Literacy Foundation works to uplift young people from poverty through literacy. Established in Australia in 2003 — sharing a founding connection with the very first Vignette Collection, Hotel X Brisbane Fortitude Valley — the World Literacy Foundation operates in 50 countries worldwide on the principle that education is a basic human right.
Andy Kay, CEO and Founder of the World Literacy Foundation, expressed: “Reading is a right and a skill that many of us take for granted. Yet, there are still over 754 million individuals struggling with illiteracy. This marks our first hotel partnership and an important step in raising awareness of the education crisis that limits so many.
Last year, we reached 180 million people with information about the importance of reading. Now, with the platform provided by Vignette Collection’s growing family of hotels, we will reach many more communities in need as we strive to eliminate illiteracy by 2040.”
Vignette Collection’s donation to the World Literacy Foundation will fund pop-up libraries, with the first events set for this year in Kuwait City, Lisbon, and Brisbane, near Arabella Beach Hotel Kuwait, Convent Square Lisbon, and Hotel X Brisbane Fortitude Valley.
Additionally, literacy support programs will provide free educational materials to a school in Liverpool near The Halyard and a hospital in Washington, D.C., near Yours Truly DC. Vignette Collection has also committed further funds for the Foundation’s initiatives in conflict-affected communities in Colombia.
Through strategic acquisitions and the launch of new brands over the past five years, IHG has significantly transformed its presence in the luxury and lifestyle sectors. During this period, the portfolio has grown from one to six brands, encompassing more than 500 properties across over 70 countries, establishing IHG’s collection as one of the largest globally.
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