GHO begins the independent hotel revolution

Great Hotels Organisation (GHO) has launched a ground-breaking rewards scheme aimed purely at the independent hospitality industry.

In a similar mould to the airline alliances OneWorld and Star Alliance, the Great Hotels Rewards programme will form part of the new Voilà Hotel Rewards scheme being developed in association with US firm Hospitality Marketing Concepts (HMC).

Great Hotels Organisation (GHO) has been chosen as HMC’s launch partner, and Great Hotels Rewards will enable independent hotels and small groups to make use of the network. The programme will offer a service that has previously been out of reach for single hotels and small groups, due to economies of scale and the limited number of destinations that can be offered when redeeming loyalty points.

Great Hotels Rewards is championing independent hotels and placing them on a level playing field with the mega-brands. The point-based frequent guest programme will enable properties to enjoy the benefits of a major rewards programme while maintaining their operational independence.

Peter Gould, CEO of Great Hotels Organisation, said: “Hotels that operate loyalty and frequency programmes – which create value, recognition and rewards for consumers – enjoy not only a rise in their repeat business, but also an increase in their revenue per available guest.

“Our research indicates that guests who participate in frequency programmes tend not to be as price-sensitive because of the value and recognition they receive.”

Supporting evidence of this is demonstrated by the Hilton HHonors scheme, which generates 40 per cent of the chain’s bookings on any given day.

Contact Jo Boyle on jboyle@ghorg.com or +44 (0) 20 7380 8565
for more details.