Global Hotel Alliance

Global Hotel Alliance was created in 2004 and has its headquarters in Geneva, Switzerland. The CEO is Christopher Hartley.
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Based on the airline alliance model (Star Alliance, Oneworld, Sky Team,) etc., there are currently twelve hotel brands with over 270 hotels in 48 countries in the alliance: Anantara Hotels & Resorts, The Doyle Collection, First Hotels, Kempinski Hotels, The Leela Palaces, Hotels and Resorts, Marco Polo Hotels, Mirvac Hotels & Resorts, Omni Hotels & Resorts, Pan Pacific Hotels and Resorts, Parkroyal Hotels, Shaza Hotels and Tivoli Hotels and Resorts.
GHA's key objectives are to assist small to mid-size hotel brands to compete more effectively with the large hotel chains by taking control of their own distribution, giving a voice to joint marketing activities in an increasingly global environment, and by extending and streamlining their sales forces, while each Member Brand retains its brand’s independence and individuality.
Omni Hotels & Resorts and Kempinski Hotels are the majority shareholders in GHA, with Micros Fidelio, the hotel technology company, holding a minority share.
Global Hotel Alliance is managed by committees at two levels; CEO Committee and Marketing Committee. One representative from each Member Brand sits on each Committee and meet regularly throughout the year to agree on strategy and joint marketing initiatives.
GHA's long term vision is to be the most recognised and measurably successful hotel alliance with a unique competitive advantage over the mega brands (e.g. Starwood, Hilton and Marriott) by offering member hotels all the same advantages achieved by size, while offering customers the benefits and attractions of an individualised and independent hotel brands.
Global Partners:
Global Hotel Alliance has partnerships with the following airline frequent flyer programmes:
Air France/ KLM Flying Blue
ANA Mileage Club
Asia Miles
British Airways Executive Club
China Eastern, Eastern Miles
Emirates Skywards
Etihad Guest
Jet Airways JetPrivilege
Lufthansa Miles & More
Qatar Airways Privilege Club
SAS EuroBonus
Singapore Airlines KrisFlyer
South African Airways Voyager
Thai Airways Royal Orchid Plus
United Airlines Mileage Plus
GHA Discovery
In June 2010, GHA will launch a multi-hotel brand guest loyalty programme called GHA Discovery. Using a central CRM system, members will be recognised all Member Brand hotels globally. There will be 3 membership levels: Gold - entrance level. Platinum - awarded after 10 nights at any GHA hotel within one calendar year. Black - awarded after 30 nights at any GHA hotel within one calendar year.
The central focus of the GHA Discovery programme will be to provide Local Experience awards to members, whilst also providing standard benefits for hotel stays that vary by membership level. The tagline of the programme will be "Amazing Local Experiences Wherever you Travel".

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