Following its acquisition by Associated Luxury Hotels last year, WorldHotels is now set for a relaunch its hotel classification system as well as a new loyalty programme.
At the company’s Global Annual Conference in Shanghai, CEO Geoff Andrew outlined a major rebrand to focus on three new WorldHotels Collections – WorldHotels Distinctive, WorldHotels Elite and WorldHotels Luxury.
He also presented WorldHotels’ new CRM/loyalty platform, named The List, which aims to give WorldHotels guests instant loyalty benefits including an arrival ritual and upgrades on availability. The platform will also harness the collective marketing resources of all participating hotels.
“WorldHotels is making significant investments to enhance its service offerings for independent hotels including the expansion of its already extensive global sales and e-commerce force along with new additions to its development team,’ said Andrew.
Since acquiring WorldHotels at the beginning of 2017, ALHI has already generated sales leads to WorldHotels worth over US$16 million, according to a statement from the company.