Global Hotel Alliance and Asian Hotels Alliance join forces to offer broader coverage

Global Hotel Alliance (GHA) and the Asian Hotels Alliance (AHA) will merge as of January 1 2007, it was announced last month

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By  Sarah Gain Published  December 14, 2006

Global Hotel Alliance (GHA) and the Asian Hotels Alliance (AHA) will merge as of January 1 2007, it was announced last month. The move will bring Dusit Hotels and Resorts, Landis Hotels and Resorts and Marco Polo Hotels into the GHA fold, while Meritus Hotels and Resorts and New Otani Hotels will have the option to join GHA over the next year. The two companies are keen to snare their share of the US $12 billion that the World Tourism Organisation estimates GCC tourists spend on overseas vacations each year by offering a wider choice of holiday destinations, including 186 luxury hotels and resorts across 39 countries. Each member brand will continue to target its own main region of operation, according to GHA, with Kempinski focused on the European market, Omni concentrated in North America and Rydges in Australia and New Zealand. Dusit will remain strong in Thailand, Landis in Taiwan and China, and Marco Polo will continue to focus on business in the booming markets of China and Hong Kong. Meanwhile, CEO of GHA, Chris Hartley, said the company would continue to grow its international coverage to include more selected hotel brands in those regions not currently covered by the alliance. He said GHA aimed to generate new memberships among the growing number of small- to mid-size regional brands in Asia that are looking to compete more effectively for international business coming from outside their home markets. “By integrating technology through our partner Micros-Fidelio, GHA’s member hotels are able to share marketing data, broaden their sales reach and at the same time reduce their distribution costs.”

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