New Rydges alliances aim to target MICE travellers with global benefits

BY Heather Jacobs SYDNEY The Rydges Group of Hotels and Resorts has announced a new Global Hotel Alliance with the Kempinski in Europe, Pan Pacific in Asia and Wyndham Hotels and Resorts in America. Internationally, the alliance offers travellers access to 235 four to five star hotels with a total of 63,700 hotel rooms in 55 countries and 187 destinations. The move is expected to appeal to the MICE market, as it offers corporate travellers the benefits of an aligned group of hotels. Rydges and other Global Hotel Alliance partners will implement promotions throughout the year, including guest recognition programmes based on knowing the likes and dislikes of guests, and allowing for more personalised service from one visit to another, rather than the reward point programmes, which ultimately add to the cost of a hotel room. For example, members of any of the partners individual guest recognition programmes who stay at any Global Hotel Alliance hotel will receive best rate of the day, late check-out, a complimentary room upgrade and a welcome amenity pack. Rydges has plans for joint sales calls and other initiatives targeted at this market. "As smaller and mid-size hotel brands continue to compete in a crowded hotel market against the mega brands, it makes good business sense to align with like-minded hotel brands, and realise sales and distribution synergies while retaining each company's brand identity," said Paul Lonergan, managing director of Rydges Hotels and Resorts. The new alliance is supported by a website portal, http://www.globalhotelalliance.com, which will allow customers worldwide to locate any hotel within the group and make an online booking.