Global Hotel Alliance (GHA) is delighted to start 2010 by welcoming Tivoli Hotels & Resorts as their latest member, as the rapidly-growing alliance now extends its reach to include two important new markets, Portugal and Brazil, with one of the regions' most respected brands.

Founded in 1933, Tivoli owns and operates some of Portugal's most reputed hotels in locations such as Lisbon, Sintra, Coimbra, the Algarve and Madeira. In 2006 they expanded into Brazil, with a luxury resort in Praia do Forte in Bahia and more recently with a landmark hotel in Sao Paulo.

GHA's CEO Chris Hartley says Tivoli's membership is a critical step in GHA's growth plans, and underlines how the alliance's business model is gaining recognition as the ideal solution for independent hotel brands. "Not only is Tivoli a great brand, with some outstanding hotels, but Tivoli gives GHA its first foot-print in South America, in that continent's most important emerging market, as well as giving excellent coverage of Portugal as we strengthen our position in Europe."

Hartley adds, "2010 was always going to be a landmark year for GHA with the creation of our multi-brand loyalty programme, but the addition of Tivoli gives us extra momentum as we prepare to launch our first consumer-facing product."

For Alexandre Solleiro, Tivoli's Chief Operating Officer, Tivoli joining GHA is a big step to gaining international recognition for the brand. "We already have a strong, loyal customer base in Portugal and Brazil, but GHA will give us access to markets, such as the US, the UK, Germany and Scandinavia, which are critical to our hotels' success, but which are expensive to reach on our own.

"We are especially excited about the pending launch of the GHA loyalty programme, which will enable us to communicate with over a million loyal customers of GHA's members across the globe, giving us incremental revenue opportunities and greater recognition for our brand."