Industry Update
Press Release28 February 2014

Benchmark Hospitality Int’l Formally Unveils New Hotel Brands

"Personal Luxury Resorts & Hotels" and "Benchmark Resorts & Hotels" To the National Travel Press in New York City

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Benchmark Hospitality International

Benchmark Hospitality International®, a leading U.S.-based hospitality management company, formally introduced its new hospitality brands to the national travel press during a luncheon this week at Per Se in Manhattan: Personal Luxury Resorts & Hotels® and Benchmark Resorts & Hotels®. Presenting both brands -- two of the hotel industry's newest -- was Alex Cabañas, president & CEO of Benchmark Hospitality International.


"Benchmark is taking a bold step forward in launching these two brands in order to link our properties together," said Mr. Cabañas. "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."

Personal Luxury Resorts & Hotels It's Personal! Welcome to a new world of personal luxury. 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. It's found at Personal Luxury Resorts & Hotels.

The Personal Luxury Resorts & Hotels brand has one mission: to inspire travelers to dream big, and to turn those dreams into reality. From private horseback rides at sunset to underwater escapes, or carefully-crafted wine and food pairings from our star-rated chefs, our objective is to inspire, and tailor luxury travel specifically to our guests.

Brief History of Personal Luxury Resorts & Hotels Nearly five decades within the top end of the hospitality industry and extensive personal experience as a traveling executive inspired Benchmark's Founder & Chairman, Burt Cabañas, with unique perspectives on the meaning of highly individualized, personalized travel. Mr. Cabañas noticed as far back as the early 2000s a void in the luxury hotel marketplace for distinctively individualized service products that reflect the unique preferences of each guest – and deliver on a brand promise of a highly personalized luxury experience for every guest. This is a brand promise that begins long before the guest arrives, and never ends. The Personal Luxury Resorts & Hotels brand is Benchmark Hospitality's response to this need.

In the 30+ years he has built Benchmark Hospitality International, Burt Cabañas imbued the company with profound sensitivity to meeting guests' individual expectations for a superb experience, whatever the reason they are at a Benchmark property. Alex Cabañas, Benchmark's president & CEO explains, "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 & mortar, and the best china and silver." Mr. Cabañas continued, "It's what makes each guest feel expected, anticipated and genuinely welcomed over and over again – even before they arrive!"

James Simkins, COO Personal Luxury Resorts & Hotels, stated, "we are and always will be all about understanding each of our guest's wants and needs, and then fulfilling them. No two guests are the same – they all have a purpose in coming to our hotels. It's up to us to understand what that purpose is, and how we can facilitate its accomplishment. That's our mission!"

Cabañas, Simkins and Benchmark Hospitality are mirroring what is increasingly emerging as a trend of "the new luxury," which is about quality and the experience of living. "We are not just developing this idea overnight," continued Alex Cabañas.

"We've been germinating and carefully refining this over the last decade. Hotels within our new collection that joined us during the past decade have seen significant success with the Personal Luxury model of individualized service excellence we were developing. Even though managing through a challenging economic climate, many have achieved higher ADRs than most other properties within their competitive set, and gained placements on Travel+Leisure's World's Best Hotels lists, CondeNast Traveler's 100 Top Hotels lists, and many more." Cabañas concluded with, "Those are great measurements of success, but our most satisfying endorsement is the overwhelmingly positive guest response."

The Personal Luxury Resorts & Hotels brand collection:

Benchmark Resorts & Hotels is a collection of independent hotels and resorts in exquisite destination settings that deliver personally-tailored service, locally sourced and highly customized cuisine, together with Four Diamond lodging to provide the assurance of the most productive, rewarding and authentic hospitality experience in the industry.

For over three decades, Benchmark Hospitality International has grown, thrived, and set a new standard as a globally-recognized leader in independent resort, conference center, and hotel management. Driven by a passion for excellence and providing an unparalleled guest experience, the cornerstone to Benchmark's success has been in creating unique and lasting memories for each and every valued guest. This is the driving spirit behind the new Benchmark Resorts & Hotels brand.

"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," stated Greg Champion, executive vice president & COO for Benchmark Hospitality International, "Each Benchmark Resorts & Hotels property captures the charm and lore of the surrounding culture, providing an authentically local and distinctively alluring travel experience."

From the guestroom, to the fine dining restaurant, the award-winning spa and world-class golf course, to the boardroom and ballroom, Benchmark's diverse portfolio of resorts, hotels, and conference centers offer endless choices for leisure and business travelers alike across the globe.

The new Benchmark Resorts & Hotels collection:

Related Brands


Benchmark Resorts & Hotels offers an authentic array of extraordinary destinations, exceptional meeting experiences, unrivaled adventures and culinary excellence, all wrapped up in personalized, intuitive service.
brand information

Personal Luxury

Personal Luxury Resorts & Hotels® includes unique hand-picked properties in spectacular U.S. destinations coast to coast. Each hotel and resort delivers personal luxury in a spirit true to its own distinctive locale, yet in keeping with the collection’s shared mission.
brand information
Other Brands operated by Benchmark
Personal Luxury
The Gemstone Collection
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About BENCHMARK, a global hospitality company

BENCHMARK®, a global hospitality company, is a leader in the development, management, and marketing of independent, soft branded, and experiential hard branded resorts, hotels, and conference centers. In addition to the company's award-winning full service Benchmark Resorts & Hotels, its lifestyle and luxury Gemstone Collection, and its industry-leading Benchmark Conference Centers. BENCHMARK is also an investor in etc.venues, a leading provider of contemporary city centre venues for meetings, signature events, and conferences. Benchmark's combined portfolio features more than 80 unique projects across three continents. The company is passionately committed to delivering personal, inspiring, and memory-making experiences, driving total revenue and profitability, and cultivating an award winning, "Be The Difference" culture for all its employees.

Benchmark, is based in The Woodlands (Houston), Texas, with offices in London, England; Miami, Florida; Park City, Utah; Scottsdale, Arizona; New Brunswick, New Jersey; Seattle, Washington; and Tokyo, Japan.

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Ken Ellens
Ken Ellens Communications
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