Whether its diversity and inclusion or the environment, IHG seems set on providing top-tier hospitality. This is nowhere more obvious than its latest arrival in its luxury and lifestyle brand. Slated as the "last piece of that puzzle of expansion" by Sheppard, the Vignette Collection allows independently branded hotels to come into IHG's brand while retaining their own identities. This offers many small and independent hotels the benefits that the breadth and scale of IHG can provide in terms of loyalty programmes and sustainability offering. Announced in late August 2021, Sheppard believes this definitely speaks to any hotel affected by the pandemic. According to her, it allows hotels to tap into the group of potential customers available through IHG's reservation engines, its IHG One rewards, as well as the tools and support that comes from such a global hotel group. This is exactly what is driving the success of the latest collection.