ooks like the hotels are taking a few
pages out of the airlines' playbook. In the 1990s, U.S. airlines
formed alliances with other carriers serving different parts of the
world.
Alliances, the airlines said, would help to quickly expand route
structures and enable passengers to seamlessly connect between
carriers.
Now, hotels are getting into the act.
Kempinski Hotels & Resorts, Pan
Pacific Hotels and Resorts, Rydges Hotels &
Resorts and Wyndham Hotels & Resorts
have formed the Global Hotel Alliance (GHA), a
worldwide marketing partnership designed to cross-promote the
chains to a broad market of consumers.
The alliance launched a Web site, located at www.globalhotelalliance.com, to help promote the
partnership.
The concept took root a few months back when the heads of the
four chains first sat down to talk about teaming up.
"We are all pretty strong regional brands, and it is amazing
that there is no overlap, considering the number of hotels we have
overall," said Wyndham's Andrew Jordan, executive vice president of
sales and marketing and chief marketing officer.
Jordan, who participated in the meeting, said, "There was also a
quick recognition about the way that we treat our loyalty programs;
it is not like the industry norm."
Rather than heaping the equivalent of mileage points on guests,
the chains prefer to emphasize "personalizing the experience," such
as offering room upgrades and other services.
"That really triggered the opportunity," Jordan said. "We all
thought maybe we could be a more formidable competitor if we banded
together."
This month, the alliance began marketing the concept to its
loyal customers. The GHA also developed a logo to help guests
"easily identify partner properties all over the world."
• • •
Meanwhile, Thistle Hotels, First
Hotels, Meritus Hotels & Resorts and
NH Hotels teamed with Affina
Hospitality to form a new, still-unnamed alliance.
The hotels plan to develop a logo and, like the GHA, are
considering creating a frequent-stay program.
Sensing a trend?
• • •
Jurys Doyle Hotel Group relaunched its Web
site, www.jurysdoyle.com, with an enhanced booking
engine.
The Ireland-based hotel chain, which updated its site two other
times since its launch in 1997, said the enhanced site offers "more
choice and value than ever before" along with "relevant travel
information about the city selected, including maps, entertainment
guides and suggestions for things to do."
And thanks to a new booking engine, users can complete a
reservation in just three clicks of a mouse -- often in less than
two minutes, the chain boasts.
• • •
The six-room Sandcastle Hotel on Jost Van Dyke
in the British Virgin Islands, home of the legendary Soggy Dollar
Bar and birthplace of the lethal rum-based concoction known as the
Painkiller, is for sale with a minimum starting bid of $3
million.
Potential buyers will be vetted to ensure they will "preserve
and protect" the hotel's natural setting and "personality,"
according to a Tortola accountant who is assisting with the
sale.
The husband-and-wife team of Bruce Donath and Debby Pearse have
owned Sandcastle for nine years, but it's been a cherished spot
since the 1970s for travelers in search of a true Caribbean
retreat.
• • •
The Radisson hotel adjacent to Universal Orlando has been
reflagged the Doubletree Hotel at the Entrance to Universal
Orlando.
As the name indicates, the hotel is located at the entrance of
the popular theme park and is just a complimentary shuttle ride
from SeaWorld and Wet 'n' Wild.
The 742-room hotel features a 24-hour business center as well as
60,000 square feet of meetings and convention space.
• • •
Circa39 Hotel opened at 3900 Collins Ave. in
Miami Beach after a full renovation overseen by architect Patrick
Kennedy.
The 86-room property originally was opened in 1939 as the Copley
Plaza. Room rates start at $79 per room, per night, not including
tax and service charges.
• • •
Homeward Suites by Hilton, Hilton's upscale
all-suite, residential-style hotels, opened its first property in
Amarillo, Texas.
To contact reporter Michael Milligan, send e-mail to [email protected].