Against a backdrop of many larger hotel companies` move towards typical points-based rewards programs – and, further away from…
Against a backdrop of many larger hotel companies` move towards typical points-based rewards programs – and, further away from programs that drive loyalty such as customer recognition and value for money, four prominent hotel companies have joined forces to form a worldwide alliance based on the shared philosophy of providing guests with unique, personalized guest services. The new Global Hotel Alliance (GHA), consisting of hotel chains Kempinski Hotels & Resorts, Pan Pacific Hotels and Resorts, Rydges Hotels & Resorts and Wyndham Hotels & Resorts, has united 235 upscale and luxury hotels and resorts, and over 63,000 guest rooms on five continents in a shared marketing partnership to offer customers a wider range of worldwide accommodations.
Another common trait across the Alliance is that each brand is a dominant player in their main regions of operation. Wyndham Hotels & Resorts: North America; Kempinski Hotels & Resorts: Europe; Pan Pacific Hotels and Resorts: Pacific Rim; and Rydges Hotels & Resorts: Australia.
Forming the Global Hotel Alliance really enforces the simple principles of genuine value and personalized service, said Reto Wittwer, president and chief executive officer of Kempinski Hotels & Resorts. When our companies began initial partnership discussions, it was obvious that we had the common ground of delivering hotel experiences with the guest as the priority, and we thought that we should be able to share this approach with our guests worldwide.
Commencing April 5, 2004, each GHA hotel partner will market the Alliance to their own loyal customers and offer them the convenience of a one-stop shop Internet site, www.globalhotelalliance.com, to access each partner`s Internet site as well as offering additional hotel amenities exclusive to members of partner`s guest recognition program, including:
- Late check out
- Complimentary room upgrade
- GHA welcome amenity pack
- One complimentary room night voucher for the next visit at any property in the hosting partner`s network of hotels or resorts for all members of any of the partners` guest programs upon presentation of a valid card at check-in.
Complimentary room night vouchers will be distributed to those preferred guests who stay in a Global Hotel Alliance hotel by Dec. 31, 2004. All vouchers must be redeemed by June 30, 2005.
Fred J. Kleisner, chairman and chief executive officer of Wyndham International, Inc., commented, The value of mega points and reward-driven schemes really doesn`t deliver any sort of tangible service or recognition to consumers. Staying in a hotel is all about the experience, so it is great that we can now recommend our partners across the world with the confidence to know that each will deliver a guest experience that has a true hospitality meaning.
A dedicated Global Hotel Alliance logo has been created in order for guests to easily identify partner properties all over the world. The new GHA logo will be placed on hotel directories, guest program collateral, Internet sites and promotional items. Ichigo Umehara, president of Pan Pacific Hotels and Resorts stated, Our approach is not to confuse our guests, but rather complement our existing campaigns and communications by introducing the Alliance as a great added value for customers who may require a global hotel partner when traveling for business or leisure travel.
The Alliance believes there are limitless evolution possibilities for the partnership, including the extension of membership to other, similar-minded hotel brands operating in the same market categories, as well as the creation of cost efficiencies, sales synergies and joint-booking capabilities.
As smaller and mid-size hotel brands continue to compete in a crowded hotel market against the mega brands, it makes good business sense to align with like-minded hotel brands, and realize sales and distribution synergies while retaining each company`s brand identity, stated Paul Lonergan, managing director of Rydges Hotels & Resorts.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
