As many of the larger hotel companies’ continue to embrace typical points-based rewards programs, 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.
“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.
Each brand is a dominant player in its main regions of operation: Wyndham Hotels & Resorts in North America; Kempinski Hotels & Resorts in Europe; Pan Pacific Hotels and Resorts in the Pacific Rim; and Rydges Hotels & Resorts in Australia.
Commencing April 5, each GHA hotel partner will market the alliance to its own customers through an Internet site, http://www.globalhotelalliance.com.
Benefits exclusive to members of each partner’s guest recognition program include late check-out, complimentary room upgrade, GHA welcome amenity pack, and one complimentary room-night voucher for the next visit at any property in the hosting partner’s network of hotels.
Complimentary room-night vouchers will be distributed to those guests who stay in a Global Hotel Alliance hotel by Dec. 31. 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.”