Rixos Hotels set to join Global Hotel Alliance12/03/2013
RIXOS HOTELS SET TO JOIN GLOBAL HOTEL ALLIANCE
TURKISH GROUP SIGNS LETTER OF INTENT; PLANS FOR FULL MEMBERSHIP IN SECOND HALF OF 2013
UAE, March 17h, 2013. Rixos Hotels has signed a letter of intent to join Global Hotel Alliance (GHA) as its nineteenth member; and the luxury brand is set to become the flag-bearer for Turkey and Central Asia, upon the completion of their integration later in the year.
Announcing the news at GHA’s annual ITB customer event at Hotel Adlon Kempinski, Chris Hartley, GHA’s CEO said “We are delighted Rixos has decided to join GHA. Turkey is rapidly becoming one of the world’s major economies and a gateway for the Middle East and Asia. Travel to and from this region has increased tremendously over the last few years; and to be able to welcome Turkey’s leading luxury hotel brand is a big step for us and a formidable addition to the alliance’s product offering and customer reach.”
The Rixos group has experienced significant growth in key emerging markets over recent years with over twenty hotels across Turkey, UAE, Croatia, Kazakhstan, Ukraine, Georgia, Libya and Egypt already in operation. Rixos expects to double its size over the next few years, including significant projects in Azerbaijan, Switzerland, Russia and more locations in the Middle East.
“At an important stage of our company’s growth, membership of GHA supports our company vision and enables Rixos to open its doors to markets we would have found challenging to reach by ourselves; as well as bringing us faster international recognition”, explains Rixos’ Chairman & CEO, Fettah Tamince. “We are especially excited about participation in the alliance loyalty programme, GHA Discovery, which will enable us to communicate to a database of over three million loyal customers from around the world. Alliances are playing an increasingly important role in the travel industry today and will continue to do so in the future. Rixos has reviewed its strategic options and it is very clear that joining Global Hotel Alliance is by far the best way for us to strengthen our competitive offering and give guests what they expect and deserve, namely more choice and personal recognition, wherever they wish to travel.”
Rixos Hotels’ integration into GHA is expected to take approximately six months, with the exact date for the launch of their membership to be announced in due course.
About Global Hotel Alliance (“GHA”)
Based on the airline alliance model, GHA is the world largest alliance of independent hotel brands. GHA uses a shared technology platform to drive incremental revenue and create cost savings for its member brands. A common loyalty programme, GHA Discovery, which has over three million members offers benefits and recognition for customers in all GHA’s hotels. GHA’s member brands are currently: Anantara, Art Series, The Doyle Collection, First Hotels, Individual Collection, Kempinski, The Leela, Lungarno Collection, Marco Polo, Mokara, Omni, Pan Pacific, PARKROYAL, QT, Rydges, Shaza, Tangram and Tivoli hotels and resorts encompassing over 320 upscale and luxury hotels with over 75’000 rooms across 57 different countries.