Global Hotel Alliance designs loyalty programme based on experiences
Originally published on www.businesstraveller.asia 11/11/2009 - Filed under: News »
Global Hotel Alliance (GHA) has announced details of a new loyalty programme that’s set to be recognised by its members. GHA is composed of hotel chains Kempinski, Leela, Omni, Pan Pacific, Marco Polo, Landis, Anantara, Cham Palaces and Hotels, The Doyle Collection and its latest addition, First Hotels of Scandinavia.
In an exclusive interview with Business Traveller, Christopher Hartley, GHA chief executive, reiterated an earlier statement the joint initiative would be “concentrated on recognition rather than a points-based system”. Dubbed “Discovery”, the programme is expected to launch in April 2010.
The cornerstone of Discovery’s reward scheme, according to Hartley, “is access to local experiences or activities guests may find difficult to organise on their own”.
This could mean visiting backstage with the stars of a hit musical or peeks into to a section of a museum not usually open to the public and the like. “These are a few of the things that make a difference in one’s view of a destination and our (hotel) general managers have a lot of knowledge about their markets, which we want to capitalise on.”
Patrick Imbardelli, Pan Pacific Hotels Group chief executive officer and president, agreed, saying: "Our hotels' (Pan Pacific and Parkroyal brands) philosophy is anchored to the local heritage."
Hartley remarked: “With the recession, consumers are being given a lot of free things, but through Discovery, they'll get something that is also memorable. We want to add a different dimension to their travels."
Hartley reconfirmed what he told Business Traveller in a previous interview (see news) – that GHA hotels would "continue to have their own cards". But there would now be tiers – Gold, Platinum and Black – and the benefits offered would be standardised across all member brands. He said: "If you have the Pan Pacific Platinum Card, you will get the same benefits in Omni, Kempinski and so on."
The experience awards are also redeemable in each hotel, but each will have their own set of experiences. Together, they will offer some 2,000 options to occupy guests. In the future, the public will be invited to submit suggestions. As Hartley said: "Everyone has different things in life they enjoy doing."
For more details about GHA, visit www.globalhotelalliance.com
Margie T Logarta
Read more about...
Bookmark with:
COMMENTS »
sujasamu - 13/05/2011 08:02
Would like to know more
ADD A COMMENT »
Four hours in Buenos Aires 27/05/2012
Liat Clark finds exquisite graves, smart boutiques and vintage wines in the Argentine city — full story »
Access all areas 26/05/2012
From VIP privileges to travel arrangements, Jenny Southan discovers how concierge companies can enhance your personal and professional life — full story »
Win flights and hotel stays with Business Traveller 26/05/2012
There's just a few days left to enter this month's great competitions, with prizes including a four-night stay at the Regal Airport Hotel Hong Kong, flights to Edinburgh with Cityjet, and a stay at Aloft London Excel — full story »
