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Parkroyal Hotels & Resorts has joined the Global Hotel Alliance, the world’s largest alliance of independent hotel brands, as its eleventh member brand. Headquartered in Singapore, Parkroyal Hotels & Resorts adds another six upscale hotels to GHA’s rapidly expanding Asian network. The Parkroyal brand promises a lifestyle-approach to hospitality that will leave guests with an experience to remember. The hotels are located in the heart of the cities in Singapore, Malaysia, Myanmar and Vietnam, offering easy access to major attractions, key business districts and shopping areas.
Patrick Imbardelli, President and CEO of Parkroyal Hotels & Resorts, is delighted that Parkroyal is joining GHA. “For a regional brand like Parkroyal, which aims for greater recognition outside the region, it is a strategic move to become part of a global network, which gives us access to new customers, new revenue opportunities and the ability to drive down distribution and technology costs. We are optimistic about what the GHA membership will bring us.”
GHA is holding customer events in major cities around the world in the next few months to mark its fifth anniversary. Representatives of every GHA member are coming together to familiarise customers with GHA’s eclectic mix of independent luxury hotel brands. The events start this week in Tokyo, and then in Parkroyal’s home city of Singapore. The GHA road-show then moves to New York, before completing its 2009 anniversary celebrations in Frankfurt and London.
GHA’s CEO is buoyant about the alliance reaching the five-year milestone. “When we started out five years ago, as a good-will organisation to promote each other’s brands, no-one really believed that we could have achieved what we have today. We have eleven terrific brands as members, we have a unique central technology platform and we have already delivered many millions of dollars to our members in cost savings, and new business.”
Hartley went on to talk about the next five years: “it’s going to be a tougher business environment, there’s no doubt about that. But then again, that’s what alliances are built for: in good times smaller brands rise with the tide, but in tough times this alliance should help prevent our members from running aground.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
