Annual campaign aimed at driving increased bookings and higher ADR. Results of first campaign show major impact on partner hotels and destinations.
SINGAPORE – GTA, Kuoni’s global travel distribution arm, has introduced yet another proactive initiative to improve the performance of its partner hotels, with the launch of its second annual “Premium Collection” campaign.
First unveiled last summer and timed to coincide with the traditional high season, GTA’s Premium Collection campaign is a proven way of driving more bookings and higher Average Daily Rate (ADR) to hotels and destinations across the world.
The global promotional campaign offers free room upgrades, extra nights and savings of up to 70 per cent on higher category rooms at hotels in the Premium Collection.
Now back for a second year, this campaign is giving GTA’s partner hotels the ability to drive higher occupancy, ADR and revenues for the forthcoming peak season.
“GTA’s inaugural Premium Collection campaign was a tremendous success, with partner hotels in all regions demonstrating significant performance improvements,” stated Daryl Lee, GTA’s Regional Vice President for Asia Pacific, Middle East & Africa.
“The results were clear: hotels that participated in GTA’s Premium Collection campaign outperformed those that didn’t. But this is not simply about increasing volumes – the campaign also demonstrated a clear ability to increase the value of hotel transactions and drive higher ADR.
“We're not just filling hotel rooms; we're generating excellent returns and delivering long-term benefits to our partners and their destinations,” Mr Lee added.
The results of last year's Premium Collection campaign showed clear improvements – both for partner hotels and destination markets. For example, in Asia Pacific, Middle East & Africa, total transaction values at promoted hotels increased 30% during last year's campaign. But overall citywide transaction values also increased 21%, demonstrating the broader influence of the campaign on destinations. Likewise, room nights booked at promoted hotels rose 27%, and citywide they increased 12%.
Similar results were seen in Europe and the Americas, demonstrating GTA’s ability to effect positive change within the industry on a global scale.
“With our global network of travel partners, GTA is able to drive practical improvements for hotels, and the entire industry,” said Andrew Hughes, GTA’s Vice President of Hotel Sourcing for Asia Pacific, Middle East & Africa.
“For our premium hotel partners, quality is as important as quantity. With its focus on room upgrades, extended lengths-of-stay and value-added services, GTA’s Premium Collection campaign has a proven ability to raise ADR and drive higher revenues, as well as showcasing our partner hotels to a new audience of premium travelers.”
The 2016 Premium Collection campaign is available for bookings from now until 30 September 2016, for stays until 31 December 2016.
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She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
