Global Hotel Alliance (GHA), the largest alliance of independent hotel brands, has announced a partnership with Far East Hospitality (FEH), a Singapore-based hotel management operator. This collaboration will integrate 26 hotels and serviced residences, totalling 6,212 rooms across Singapore, Malaysia, and Japan, into GHA's extensive network.
The partnership enhances GHA's presence in the Asia Pacific, a crucial travel market, and introduces FEH to GHA DISCOVERY, a loyalty programme with over 38 million members. This programme offers benefits such as Discovery Dollars, member rates, and room upgrades. Chris Hartley, CEO of GHA, stated, “We are delighted to welcome Far East Hospitality to our alliance. Its strong regional presence, diverse portfolio, and distinctly Asian approach to hospitality are a natural fit.”
FEH's integration into GHA DISCOVERY is set for early 2027, covering five brands: Oasia, Quincy, Rendezvous, Village, and Far East Collection. These properties cater to both business and leisure travellers, offering flexible accommodation options. Mark Rohner, Managing Director of FEH, expressed excitement about the milestone, noting, “Our brands are rooted in Singapore-inspired hospitality, but each has its own distinctive character and approach to the guest experience.”
This partnership allows FEH to maintain its unique identity whilst accessing a global audience, potentially increasing its reach and guest loyalty. The collaboration signifies a strategic move for both parties, aiming to offer more choices to travellers in popular destinations across the region.
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