Mirvac joins Global Hotel Alliance
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Mirvac Hotels & Resorts is the newest member of the Global Hotel Alliance (GHA) – the world’s largest alliance of independent hotel brands.
Encompassing nearly 300 upscale and luxury hotels with over 65,000 rooms across 48 different countries, GHA is modelled on the airline alliances’ successful philosophy of providing reward and recognition across multiple brands.
Mirvac Hotels & Resorts CEO, Andrew Turner, said, “Most of Mirvac’s customer base comes from our own domestic markets, even though Australia and New Zealand are extremely popular destinations, especially for international leisure travel.”
“Being part of GHA now gives us the chance to compete with the mega-brands for that international business and gain a fair share for our hotels, by offering the brand recognition and distribution power that the big players have.”
“This will be strengthened further with the launch of the innovative GHA Discovery, a multi-brand loyalty programme and the first of its kind in the industry. GHA Discovery will allow our guests to receive enhanced service and recognition, while earning experienced-based awards across all of the 12 GHA brands at nearly 300 hotels across the globe”, he added.
Mirvac Hotels & Resorts is GHA’s first foray into the Australian and New Zealand markets. with its 45+ stunning beachside, coastal, CBD and country retreat properties under such well known brands as Quay Grand, The Como, Quay West Apartments & Resorts, Sea Temple Resorts & Spas, The Sebel Hotels, Suites & Residences, Citigate Hotels, Cairns Harbour Lights, Hotel Lindrum and Harbour Rocks Hotel Sydney.
Christopher Hartley, CEO of Global Hotel Alliance said, “In a highly cyclical industry, alliances are providing some welcome stability for their members, combined with more choice and value for customers. That’s a pretty good indication of how far we’ve come in the last few years, and a pretty compelling reason to be part of an alliance. We’re now an integral part of the travel industry and we’re here to stay.”
GHA recently released the first details of its exclusive multi-brand loyalty programme, which will be the first of its kind in the industry.
Using a sophisticated customer relationship management (CRM) system, specially customised for multiple brands by its technology partner Micros-Fidelio, GHA has created “GHA Discovery”, an innovative loyalty programme, which will enable their customers to receive enhanced service and recognition, while earning experience-based awards across all of its twelve brands and nearly 300 hotels. GHA Discovery will launch across all twelve member brands from May 2010.
For further information visit www.mirvachotels.com/global-hotel-alliance
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