PAN Pacific Hotels and Resorts has formed a global alliance with 3 hotel companies that are strong players in their main regions of operation.
It said that each brand in this Global Hotel Alliance (GHA) was a dominant player in its main region: Pan Pacific Hotels and Resorts in the Pacific Rim, Wyndham Hotels & Resorts in North America, Kempinski Hotels & Resorts in Europe and Rydges Hotels & Resorts in Australia.
“The new marketing partnership brings together 235 upscale and luxury hotels and resorts, and over 63,000 guest rooms across 5 continents in a seamless hospitality experience,” Pan Pacific Hotels said.
Bucking the trend by larger hotel companies towards typical points-based rewards programmes, the alliance seeks to offer guests greater customer recognition and value for money to drive loyalty.
From April 5, each GHA hotel partner will market GHA to its loyal customers and offer them the convenience of a one-stop Internet site (globalhotelalliance.com) to access any of the 4 partners' websites.
Those who book through the site will enjoy benefits such as best rate of the day, complimentary room upgrade, late checkout and GHA welcome amenity pack.
Rydges Hotels & Resports managing director Paul Lonergan said: “As smaller and mid-size hotel brands continue to compete in a crowded hotel market against mega brands, it makes good sense to align with like-minded hotel brands and realise sales and distribution synergies while retaining each company's brand identity.”
The Pan Pacific Hotels and Resorts group encompasses 23 hotels (15 managed properties and 8 marketing affiliates) in 11 countries in Asia-Pacific and North America.