Better Compete Against the Mega Brands;
Global Hotel Alliance -
a Shared Marketing Partnership
|BERLIN (March 14, 2004) - 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:
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.
Global Hotel Alliance
|Also See:||Pan Pacifics' President, Ichigo Umehara Holding True to Tradition of Differentiating Hotels and Resorts by Celebrating the Diversity of Each / Aug 2002|
|Australia's Top Ten Hotel Operators as at November 2001 / Jones Lang LaSalle Hotels / December 2001|