Asian Hotels team up in marketing alliance

Five of Asia’s hotel groups have teamed up to form an alliance with the aim of streamlining all their marketing activities. The Asian Hotels Alliance will focus on promoting Asia as a destination to pull in more C&I business. A series of cross-promotions will also push the individual hotel groups. The alliance comprises Dusit Hotels & Resorts in Thailand, Landis Hotels & Resorts in Taiwan, the Marco Polo Hotel Group in Hong Kong, Meritus Hotels & Resorts in Singapore as well as New Otani Hotels in Japan. The idea of an umbrella organisation for marketing co-operation is modelled on airline partnerships such as the Star Alliance and the oneworld agreements. "Although we have not duplicated the airlines, the basic principle of a co-operative marketing umbrella while maintaining the strength of established individual brands is similar in approach," said Dusit Hotels & Resorts executive director Chanin Donanavik. "Each hotel company is very powerful in its own markets. The ability to leverage those strengths through marketing co-operation will enable our smaller regional companies to effectively compete with the larger international brands." The alliance will have its headquarters in Hong Kong and its first activities include the launch of a website and directory. The website will allow clients to book online with hot-links to each member’s website for more information. The directory will be distributed in guest rooms and through direct mail. The marketing plans for the next year are being finalised this month but look likely to include joint exhibitions, loyalty schemes and joint advertising. Marco Polo Hotel Group president Michael Kalyk said: "We can look forward to additional areas of cooperation such as guest chef programmes, staff cross- training and other synergies that can be developed by this association with our partners."

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
How to make your events business more resilient

How to make your events business more resilient

Sun Tzu and Charles Darwin gave some advice that still rings true today, says Aonia’s CEO Daniel Chua.

'Small, medium or large - all agencies will be feeling the same shocks'

'Small, medium or large - all agencies will be feeling the same shocks'

Cheerful Twentyfirst boss talks about the challenges of going through an acquisition in the middle of the coronavirus crisis.

LIVE UPDATES: Which international events are being cancelled

LIVE UPDATES: Which international events are being cancelled

All the latest postponements and cancellations as the world deals with the spread of coronavirus.

Coronavirus: Your furlough questions answered

Coronavirus: Your furlough questions answered

Experts answer key FAQs about the tricky decisions businesses need to make around furloughs and offer guidance on the job retention scheme.

Global venues being transformed into field hospitals

Global venues being transformed into field hospitals

Which international convention centres are becoming temporary hospitals to manage spikes in coronavirus cases?

5 ways events will change after coronavirus

5 ways events will change after coronavirus

WRG’s Ben Atherton predicts how the industry might adjust when normality returns to live events.

Majority of event professionals fear job cuts

Majority of event professionals fear job cuts

Part four of C&IT’s global Impact of Coronavirus Report, we find out which regions are most concerned about job security.

In pictures: Events industry joins nationwide NHS tribute

In pictures: Events industry joins nationwide NHS tribute

As the UK came together to thank frontline healthcare workers, venues did their bit to mark the occasion.

Fears freelancers will be forced into debt despite UK chancellor’s intervention

Fears freelancers will be forced into debt despite UK chancellor’s intervention

Relief for freelancers welcomed by HBAA chair amid concerns many will have to take out loans before a payout in June.

How many MICE businesses have a complete travel ban in place?

How many MICE businesses have a complete travel ban in place?

Nearly 2,000 MICE professionals reveal whether their company has banned business travel in part three of C&IT's Impact of Coronavirus Report.