"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," says Rydges managing director Paul Lonergan.
As per the agreement, each partner will market the alliance to their own loyal customers and offer them the convenience of an Internet gateway (www.globalhotelalliance.com) that provides access to each partner's Internet site and offers certain member benefits, including: best rate of the day; late check out; complimentary room upgrades; welcome gift pack, and; a free night's stay at one of the participating resorts.
Lonergan and the other alliance partners contend 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.
Wyndham chairman Fred Kleisner says the idea for the program was to stay away from the "mega points and reward-driven schemes," which he says really do not deliver any sort of tangible service or recognition to consumers. "Our approach is not to confuse our guests," adds Pan Pacific president Ichigo Umehara, "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."
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