Introducing the Salamander Collection
The opening of Salamander Resort & Spa in Middleburg, Virginia on August 29, 2013, marked the debut of Salamander Hotels & Resorts by founder Sheila Johnson. As the company marks its 10th anniversary, the business is rebranding to the Salamander Collection.
Travel Courier caught up with Tracey Slavonia, Chief Marketing Officer, Salamander Collection, to find out more about the brand, which owns and operates seven properties in the US and the Caribbean.
Overall, we saw an opportunity to simply amplify our already strong belief system. At the heart of Salamander, it is Sheila’s values that are the foundation of our company — allowing us to authentically be the brand that welcomes everyone with open arms. While our properties vary in location, design, amenities, and offerings – we found that there is one rare ingredient common to them all – Sheila’s desire to connect with people on a personal level and to have each and every Salamander property feel more like home. Through the brand work, we were able to more fully express the positive role Salamander plays in the lives of the people and communities we serve.
At Salamander Collection we have a luxury portfolio of seven properties featuring our Forbes Five-Star Salamander Middleburg, an equestrian-inspired property in the Virginia countryside; Salamander Washington DC, an elegant hotel located along the capital’s vibrant Southwest waterfront; Half Moon, our storied resort in Montego Bay, Jamaica, featuring three distinct experiences including the acclaimed Eclipse; the newly renovated and reimagined Aurora Anguilla Resort & Golf Club, located along two miles of pristine beach on Rendezvous Bay, Anguilla; Aspen Meadows Resort, which features sweeping views on 40 beautiful acres in Aspen, CO’s west end and newly renovated Herbert Bayer-inspired accommodations; Hotel Bennett, a spectacular grand hotel in Charleston, SC, overlooking the city’s historic Marion Square; and Innisbrook Resort in the St. Petersburg/Clearwater area, which hosts the PGA TOUR’s Valspar Championship each year on its famed Copperhead Course.
The Canadian market is exceptionally important to Salamander Collection! Canada is our top market outside of the US.
For many years, Salamander Collection has cultivated both executive level and individual relationships with travel advisors. We work with consortia like Virtuoso, Signature Ensemble, American Express, Altour, Travel Leaders as well as independent Travel Advisors who bring a substantial amount of business to our collection. We appreciate the highly personalized service provided by the travel advisor community and we work in lock step with each advisor to provide high-touch service to their clients, our guests.
There is still a very strong desire for people to come together — meet together, travel together. One of the reasons why people are attracted to Salamander Collection properties is the comfort they feel when they are with us. The pandemic was such a long stretch of time to be isolated and now, for both our service professionals and our guests, Salamander is a place they know they can relax, be their true selves and will always be treated like family.
We are very selective about our growth. We have such a personal approach to management positioning each property one at a time. Additionally, we think like owners because we are owners, ourselves, so we work collaboratively and creatively with owners and investors to achieve their goals. Last year we added three new properties to our collection and you will have to stay tuned for our upcoming announcements!
Just one thing – our brand process was truly about distilling the essence of the values that have been the underpinning of Salamander for over a decade. That’s not always the case with companies. And, for me, it’s the privilege of a lifetime to amplify the family Sheila has built in Salamander Collection.
