Viceroy Hotels joins Global Hotel Alliance

George Sell By George Sell
19 March 2015 | Updated 19 March 2015

UAE: Global Hotel Alliance (GHA) has announced Viceroy Hotels as its latest member brand, expanding the Alliance’s presence in North America, the Caribbean, Indian Ocean and t

UAE: Global Hotel Alliance (GHA) has announced Viceroy Hotels as its latest member brand, expanding the Alliance's presence in North America, the Caribbean, Indian Ocean and the Middle East.

Viceroy is the flagship brand of Viceroy Hotel Group, and has luxury properties in Mexico, the US, Caribbean, Maldives and UAE, as well as properties located in the Middle East, Portugal and Colombia.

Based on the airline alliance model, GHA is the world's largest alliance of independent hotel brands. It uses a shared technology platform "to drive incremental revenues and create cost savings for its member brands, and operates a multi-brand loyalty programme, DISCOVERY, which has over five million members".

GHA's member brands include  Alila, Anantara, Art Series, Corinthia, Doyle Collection, Kempinski, Leela, Lungarno Collection, Per AQUUM, Rydges, Tivoli and Ultratravel Collection.
 
Chris Hartley, GHA's CEO said: "Viceroy Hotel Group joins us at an exciting time, not only as we continue to strengthen our presence in some of the world's most sought-after destinations, but also just as we re-launch our DISCOVERY loyalty programme, with a stronger emphasis on the individuality of our member brands. We feel privileged to have Viceroy's prestigious properties included within our portfolio, both under GHA as well as Ultratravel Collection; and we are now able to offer our 5.4 million DISCOVERY members an even larger variety of hotels to choose from."

Bill Walshe, Viceroy Hotel Group CEO, said: "GHA is a unique proposition, co- created with real travelers seeking timely and authentic recognition. As a leader in modern luxury hospitality, it is Viceroy's privilege to join a movement that believes in the personal currency of 'life long memories' as the ultimate expression of loyalty.   We are proud to join such an extraordinary collection of hotel brands, and we look forward to collaborating with them to deliver amazing experiences to guests from across the globe."

The integration of Viceroy Hotels & Resorts into GHA will be completed by the beginning of April 2015, bringing GHA's network to more than 550 hotels and 31 independent brands.

www.gha.com
www.ViceroyHotelGroup.com

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