Small Luxury Hotels of the world (SLH) has announced a $5m relaunch of its New York operation to give the brand the same marketing status in the US as it has in Europe.

The new funding will be invested over the next two years and has included the appointed of Ed Donaldson, formerly with Ian Schrager Hotels, to the position of vice president of marketing for the Americas as well as Lanny Grossman as director of public relations and Karime Buraye as director of sales.

Global spokesperson for SLH, Brian Mills, said: "This investment in staff and promotional activity in North America will play a pivotal role in driving the brand towards our three-year target of 400 properties in 60 countries."

One of the new initiatives planned is the launch of a loyalty club for guests and a Luxury Academy concept for the travel trade.

SLH currently features over 300 hotels in 50 countries around the world, with demand from the US accounting for more than 35 per cent of worldwide central reservations.