Santa Monica Proper has officially been inducted into Virtuoso’s prestigious portfolio of luxury travel partners, marking a significant milestone for the Proper Hospitality brand. This new membership provides the hotel with exclusive sales and marketing opportunities aimed at Virtuoso’s high-end clientele and its global network of luxury travel advisors.
Virtuoso’s expansive portfolio comprises over 2,300 preferred suppliers, spanning more than 100 countries. These include luxury hotels, resorts, cruise lines, airlines, tour operators, and other premium travel services. Through this affiliation, Santa Monica Proper gains access to Virtuoso’s vast communication channels, including marketing tools and major events like Virtuoso Travel Week, where luxury travel providers and agencies connect.
With Virtuoso agencies generating approximately $35 billion in annual sales, Santa Monica Proper is set to benefit from the opportunity to directly engage with leisure travel agencies across North and Latin America, Europe, Asia-Pacific, the Caribbean, Africa, and the Middle East.
A Unique Blend of Design and Wellness
Nestled by the beach, Santa Monica Proper draws design inspiration from natural materials and features a curated selection of local art throughout its interiors. The hotel boasts 267 rooms, an on-site wellness center, Surya Spa, a rooftop bar, a pool, and the renowned Calabra restaurant, which offers stunning views of the surrounding area.
Expansion Plans for Proper Hospitality
Beyond Santa Monica, Proper Hospitality currently operates properties in downtown Los Angeles, San Francisco, and Austin. Looking ahead, the brand plans to expand its footprint with The Shelbourne by Proper in Miami, set to debut in 2025, as well as a new collection called The Collective. This portfolio will include several design-forward properties, including Hotel June in West Los Angeles and Malibu, Avalon Hotels in Beverly Hills and Palm Springs, Ingleside Inn in Palm Springs, Venice V Hotel in Venice Beach, The Culver Hotel in Culver City, and Montauk Yacht Club in New York.
Santa Monica Proper’s inclusion in Virtuoso’s luxury network signals its growing presence in the high-end travel sector, alongside Proper Hospitality’s broader expansion into some of the most sought-after destinations in the United States.
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