Featured offer

Media Centre

Great Hotels of the World introduces a co-funded digital marketing fund for its members

Great Hotels of the World (http://www.ghotw.com), the global hotel sales and marketing alliance, is to launch Great Hotels Digital Plus, a tailor-made digital marketing fund and associated service for its member properties. Great Hotels Digital Plus will act as part of the alliance’s strategy to innovate and strengthen its leisure and corporate programmes

Great Hotels Digital Plus is a move away from the traditional soft-brand model, where historically a hotel’s fees are pooled and spent predominantly on marketing at brand level. The initiative is designed to assist member hotels in strategic digital marketing, allowing each property to individually experiment, evolve and refine their efforts online.

Great Hotels of the World has identified that many of its members do not have the resources, knowledge or market intelligence to fully benefit from the opportunities that digital marketing offers. Great Hotels Digital Plus will provide member properties with a platform from which to engage in individually designed online marketing activities. This will be funded in three ways: from a reallocation of marketing funds to an individual property level, from hotels contributing their own budgets to the programme, and from co-funding from Great Hotels of the World. It is envisaged that this strategy will enable Great Hotels of the World’s member properties to have greater control over how they are marketed, resulting in a greater return from the relationship with the brand.

Peter Gould, CEO of Great Hotels of the World, says: “In recent years, there has been a significant shift within the marketplace from traditional channels to digital. Old media placed substantial value on demographic profiling based on a person’s wealth, income and age. New media demands a new form of demographic profiling based on what people search for and who they follow online. This means that our approach to marketing our members in this space needs to shift to a micro-strategy for each property. Great Hotels Digital Plus will enable us to deliver this to our members.”

Gould further adds, “Based on the alliance’s greater media-buying power, market intelligence and sector expertise, this initiative will serve as a platform to allow our members to leverage greater returns from their marketing in the digital space.”

Great Hotels of the World will be exhibiting at ITB in Berlin. Visit them in Hall 9, stand 111.

-ends-

For press enquiries please contact:

Ashleigh Silverman - Marketing and PR Executive

Great Hotels of the World

Note to editors:

Great Hotels of the World (http://www.ghotw.com) provides global hotel reservation, sales and marketing services for an exclusive portfolio of primarily independent hotels and resorts worldwide. Great Hotels of the World provides a range of products, services and innovative technology solutions for over 250 hotels worldwide through trade shows, e-marketing, business travel sales, meeting and incentive sales, public relations, Meeting Forums and a private label GDS chain code (GW).

By acknowledging that each hotel’s core business is different, Great Hotels of the World help’s hotels and consumers to “find their niche” by categorising member hotels into niche travel markets. Great Hotels’ dedicated programmes are aimed at the leisure, meetings and incentive and corporate markets, whilst the individual leisure collections reach precise areas of the market in which the hotel specialises in including gourmet, spa, golf, honeymoon and many more.

Membership of Great Hotels of the World is split into three tiers: the Luxury Collection, the Premium Collection and the Classic Collection and is by invitation only. Hotels must meet strict criteria before being accepted into the brand.

Further information on Great Hotels of the World can be found at (http://www.ghotw.com).

BACK

Travel Magazine

luxury getaway guides
A Greek guide to a luxury heritage and outdoors escape in Lindos, Rhodes

As a country with many ancient landmarks still intact, Greece is the perfect destination for any cultural trip! There is no better place to learn about history than on a luxury heritage holiday in Greece, particularly Rhodes. read A Greek guide to a luxury heritage and outdoors escape in Lindos, Rhodes

destination
Exploring the timeless beauty of Florence

From our window we could see the dome of the Santa Maria del Fiore and Giotto’s Campanile, and the rooftops of the city stretching to the mountains beyond. read Exploring the timeless beauty of Florence

luxury getaway guides
Sublime spa treatments and world-famous golf in Estoril

We wanted a relaxing holiday in the sun where we could simply rest and enjoy ourselves, and that’s exactly what we got read Sublime spa treatments and world-famous golf in Estoril

Read your magazineRead Your Magazine