GTA, Kuoni’s global travel distribution arm, has introduced a second annual “Premium Collection” campaign, which aims to improve the performance of its partner hotels.
First unveiled last summer, GTA’s Premium Collection aims to increase bookings and the Average Daily Rate (ADR) to hotels and destinations across the world. The promotion offers free room upgrades, extra nights and savings of up to 70% on higher category rooms at hotels in the Premium Collection.
The results of last year’s campaign in Asia Pacific, Middle East & Africa saw total transaction values at promoted hotels increase 30% and room nights booked at promoted hotels rose 27%.
Daryl Lee, GTA’s regional vice president for Asia Pacific, Middle East & Africa, said: “GTA’s inaugural Premium Collection campaign was a tremendous success, with partner hotels in all regions demonstrating significant performance improvements.
“The results were clear: hotels that participated in GTA’s Premium Collection campaign outperformed those that didn’t. But this is not simply about increasing volumes – the campaign also demonstrated a clear ability to increase the value of hotel transactions and drive higher ADR.
“We’re not just filling hotel rooms; we’re generating excellent returns and delivering long-term benefits to our partners and their destinations.”
Andrew Hughes, GTA’s vice president of hotel sourcing for Asia Pacific, Middle East & Africa, added: “With our global network of travel partners, GTA is able to drive practical improvements for hotels, and the entire industry.
“For our premium hotel partners, quality is as important as quantity. With its focus on room upgrades, extended lengths-of-stay and value-added services, GTA’s Premium Collection campaign has a proven ability to raise ADR and drive higher revenues, as well as showcasing our partner hotels to a new audience of premium travelers.”
The 2016 Premium Collection campaign is available for bookings from now until 30 September 2016, for stays until 31 December 2016.