GTA renews Singapore hotel partnership programme

Peter Mainguy, GM of the Ritz-Carlton Millenia Singapore, with GTA's Kok Sheng Sun, Cyndi Ng and Daryl Lee
Peter Mainguy, GM of the Ritz-Carlton Millenia Singapore, with GTA’s Kok Sheng Sun, Cyndi Ng and Daryl Lee

GTA, Kuoni’s travel distribution arm, has renewed its Strategic Partnership Program (SPP) in Singapore for another 12 months.

The scheme, which was first launched in 2015, sees GTA partner with Singaporean hotels with the aim of driving more business through travel agents.

A total of 22 properties are now participating in the SPP, including those operated by Far East Hospitality, Ritz-Carlton, Pan Pacific, Fairmont-Raffles Hotels, and Fragrance Hotel Management.

And the company revealed that in the first year of the programme, participating hotels achieved year-on-year room night growth of 49% and a 54% increase in total transaction value.

“In 2016, we are adding new hotels in the city vicinity to better cater to strong demand in developing source markets,” said GTA’s regional vice president of sales & marketing for Asia Pacific, the Middle East & Africa, Daryl Lee. “We have also added more options to target different traveller segments, ranging from unmanaged business travellers to regular visitors coming here for leisure.

“Our partners in growing markets like Indonesia, China and UAE have shared feedback on expanding the hotel network to include more affordable superior hotels and hence, for this second year, we have included more of these options in the programme.”

New hotels joining the programme in 2916 include Oasia Hotel Downtown, Fragrance Hotel Ruby, Fragrance Hotel Balestier, Parkroyal on Kitchener Road, Parkroyal on Beach Road and Pan Pacific Orchard Singapore.

During the first year of the programme, the main focus was to educate agents by highlighting the “hidden gems” of Singapore and showcasing travel what’s new in the destination.

Activities included the creation of an educational video about Singapore and the partner hotels, workshops operated in tandem with the Singapore Tourism Board, and offering extra reward points to agents.

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