M&C and Maritim in marketing alliance

Millennium & Copthorne (M&C) has struck a deal with German hotel group Maritim to jointly market its hotels worldwide. The joint marketing campaigns will begin in late summer and aim to offer C&I buyers more choice and scope of facilities. The alliance will result in a portfolio of 128 hotels with almost 35,000 rooms in Europe, Asia and the US. "Our brands are very similar so the alliance made sense," said M&C director of marketing for Europe, Vicky La Trobe. "Maritim has four-star and deluxe properties with an emphasis on meetings facilities, and M&C is also in this end of the market. Together we will be able to offer C&I buyers greater choice and the knowledge that wherever they are holding a meeting in the world, the standards will be the same." The first stage of marketing will involve the launch of a corporate brochure featuring both chains. This will be promoted in hotels with posters and in-room information. Joint marketing will also take place at exhibitions. Possible events include World Travel Market and ITB in Berlin. "A further marketing plan we are discussing is to produce an incentive brochure, outlining options in the destinations where our hotels are, but this will be later in the year," said La Trobe. "Our meetings reservations teams will be centralised so they can easily refer. If one hotel can’t take a specific booking then it will be possible to find another property that can. The idea is that this will make the booking process a lot simpler and quicker for meeting planners," she added.

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