L+R Hotels Streamlines Operations and Tech, Rethinks Loyalty

Centralizing commercial operations sounds simple. But for firms like L+R, it means undoing years of siloed decisions across brands, tech stacks, and teams.

L+R Hotels, which owns 115 properties across Europe, the U.S., and the Caribbean, is rolling out a restructuring aimed at centralizing operations and streamlining tech systems, the group plans to announce Monday.

"We've got this incredible portfolio that, quite frankly, not too many people have heard of, and that is because we have been operating under different silos until today," group chief commercial officer Joe Pettigrew told Skift.

L+R's holdings include luxury properties under Iconic Luxury Hotels, along with a mix of urban and resort hotels. Its Atlas Hotels p