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largest alliance of independent hotel brands , said there is a growing trend for these sorts of loyalty partnerships , citing Marriott and MGM ’ s partnership . “ The major chains focus on loyalty as their core strategy and seek to enrich their loyalty proposition across geographies and market segments ,” he said .
GHA , Hartley said , has been doing something similar in the form of an alliance JV for the past 14 years with GHA
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recently via M & A and strategic partnerships . Of the latter , it made two large splashes in February , announcing partnerships with both Small Luxury Hotels of the World ( SLH ) and AutoCamp . The SLH partnership allows Hilton Honors members the ability to earn and redeem points at the some 560 participating SLH properties worldwide .
SLH Chairman Shaun Leleu noted how the partnership is a win for both companies , an alliance that benefits both equally . “ We ’ re thrilled to begin this win-win relationship with Hilton as it brings exciting possibilities for both brands ,” he said . “ Hilton customers gain access to our collection of exceptional boutique hotels , while our properties enjoy amplified reach to a loyal and discerning audience . It ’ s a game changer for independently owned hotels on a global scale .”
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In AutoCamp , Hilton guests gain direct access to accommodations and experiences tangential to the customary lodging experience — think airstreams and outdoorspecific locales , such as Yosemite , Joshua Tree and Russian River in California ; and Zion , Utah , Cape Cod , Mass ., and Catskills , N . Y . “ We know today ’ s travelers are craving adventures when planning their next trip , and that ’ s why we look for innovative and like-minded partners like AutoCamp ,” said Chris Silcock , president of global brands and commercial services for Hilton . He added that this was the first time a major hospitality brand and outdoor lodging company had joined forces , indicative of a trend where hotel companies look outside their core business for growth and more options for loyalty members .
Ever since Holiday Inn and
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Marriott Bonvoy Moments allow loyalty members the chance to win experiences , such as tickets to Taylor Swift or a mezcal tasting with Brian Cranson and Aaron Paul . Photo credits : Marriott International
Marriott launched loyalty programs back in 1983 , the pursuit to drive brand fealty has endured and become big business through credit-card conversions and more . Any new brand launched , acquired or partnered with is all part of ameliorating a hotel company ’ s loyalty program , now the most important brand in the quiver , serving as the hub that drives it all .
Chris Hartley , CEO of the Global Hotel Alliance ( GHA ), which claims itself the world ’ s
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Discovery , where member brands retain their own brand identity , but share a common rewards currency .
These loyalty alliances are a byproduct of competition for customer wallet and will only gain momentum , Hartley argued , “ In particular , because customer surveys consistently [ say ] that the loyalty program plays a key factor in the choice of a hotel , while the scale of a program ’ s reach and a rich choice of brands are what customers look for in their
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26 hotelsmag . com July / August 2024 |