Consortia Chart International Course

New visual identities, new Web sites and more stringent brand policies guide groups through growth.

By Derek Gale, Senior Editor -- Hotels, 7/1/2008

Sales & Marketing Consortia

View the Consortia 25

Change was a theme not exclusive to hotel companies in 2007, as sales and marketing consortia also saw their fair share of it, and continue to see more of the same in the current year.

The French organization Logis de France, for example, changed its name to the simpler “Logis” to reflect its international ambitions, as it looks to expand in markets like Germany, Switzerland and Spain. To help accomplish this growth, the group has adopted a more modern logo as a means of refreshing its image.

Adopting a similar strategy is Chateaux & Hotels de France, which now is known as Chateaux & Hotels Collection, and which hopes to expand in other European countries.

Barcelona-based Hotusa Hotels, meanwhile, is reaching markets as far off as China and Venezuela while simultaneously maintaining a focus on expanding in Europe, to the extent of even acquiring French consortium Élysées West Hotels in the first quarter of this year.

And Frankfurt-based Worldhotels added more than 50 properties, including some 16 new openings, to its portfolio in 2007, and has since followed that by launching a new Web site in early 2008. The redesigned site offers enhanced functionality and more rich media to better appeal to consumers and to generate more bookings for members. Now the organization's focus will be on continued global expansion, per its moniker, with Asia leading the way.

“Asia Pacific is the fastest growing region for Worldhotels, with year-on-year growth of 35%,” says Roland Jegge, vice president for Asia Pacific.

Not to be left out, Associated Luxury Hotels International (ALHI), a U.S.-based player, has just recently formed an alliance with Allied International—a company that provides destination management services in seven countries on three continents—in order to support its growth in Europe and other international markets.

“Our new alliance with Allied International ties in perfectly with our recent membership expansion internationally,” says David Gabri, president and CEO of ALHI. “Allied's impressive presence and offerings throughout Europe will be a tremendous resource for professionals planning programs at our member hotels and resorts in England, Scotland, France and Italy.”

And Berlin-based Design Hotels is on the move as well, with recent openings in Oslo and in Genk, Belgium. Last year was key for this organization's growth, as it launched a new corporate identity of sorts, consisting of a new logo, an enhanced Web site of its own, and customizable white corian plaques for all member hotels featuring the new logo for branding purposes.

Direct comments to: derek.gale@reedbusiness.com

*HOTELS thanks HTR Magazine for assistance with European consortia data.

**CRS and channel management / Internet marketing providersare not included in the list.