By Sarah Campbell
Regional hotel chain, Rotana Hotels, has widened its global reach by entering into a sales and marketing alliance with three European and US-based hotel operators
Regional hotel chain, Rotana Hotels, has widened its global reach by entering into a sales and marketing alliance with three European and US-based hotel operators, including Thistle Hotels, a full service UK hotel group; Affinia Hospitality, New York City’s first and largest all-suite hotel group; and Scandinavia’s First Hotels, which operates 61 hotels across Sweden, Norway and Denmark.
The alliance will enable the four hotel chains to exchange resources, knowledge and customer databases to enable them to book and receive guests from the UK, US, Scandinavia and the Middle East.
“Thistle Hotels have a very large sales representation throughout the UK. Since the UK market is our number one international feeding market, it was important to have the right partner to enter areas where we are not located,” Daniel Hajjar, vice president sales & marketing for Rotana Hotels, told Hotelier Middle East.
“With First Hotels, it is a similar story but in the Scandinavian countries. As for Affinia, since both Thistle and First have very good contacts with them, we took the opportunity to partner with them too. Ultimately we will have access to a database of over two million customers thanks to these partnerships,” Hajjar added.
The four hotel groups will support each other in their own market place at no cost, or at a relatively low cost, to each other. “There are no direct sales responsibilities involved in our understanding,” Hajjar explained.
“We will participate at international fairs through each other’s stands. We will do joint sales blitzes in our respective markets and will promote any offer that is suitable to our own guests. We can use each other’s database at anytime.”
Despite entering into a global alliance, Rotana is still focussing on the Middle East and has no plans to open properties outside of the region. “Currently, our aim is to have a property in every key city within the Middle East. We are a regional company and for the foreseeable future we plan on staying that way,” Hajjar stated.