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."

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