Luxury hotel brand, The Dedica Anthology, is using WTM London 2019 to launch its portfolio of properties to the UK.
The brand is led by visionary luxury hotelier Stephen Alden, previously CEO of the Maybourne Hotel Group and The Set. He is shaping “a new form of curated, contemporary hospitality, creating places where people want to be and return to.”
The brand name derives from the Latin verb ‘dedicare’, meaning to devote one’s time and effort to a task or purpose, or ceremoniously to assign a work of art in someone’s honour. This reflects the sense of curation and dedication to the guest experience. “Anthology” is a reference to the rich collection of stories represented by the hotels and their guests.
It currently has seven luxury hotels in prime positions in Rome, Venice, Milan, Prague, Budapest, Florence and Nice. Two properties are undergoing renovations. Palazzo Gaddi in Florence contains important paintings, sculptures, and frescoes currently being restored, while Hotel Plaza, Nice, is being remodelled and “will reopen [in 2020] as the full expression of the Dedica vision”.
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