Global Hotel Alliance Partner Content

In this video from Skift Global Forum East 2022, we hear from Chris Hartley, CEO of Global Hotel Alliance, on how independent properties can lower costs, unlock bigger revenue opportunities, and compete in an environment where big brands and online travel agencies rule the world.

When it comes to building and sustaining loyalty for today’s independent hotel brands, every guest touchpoint matters. Delivering consistent service and surfacing personalized offers and experiences requires a geographically expansive loyalty program powered by an agile technology platform.

To rebuild trust with leisure travelers and compete with larger chains, independent hotels need to rethink their core value proposition and reimagine loyalty. Joining a loyalty program network helps independent hotels capture repeat business, reduce operational strain, and drive topline revenue at minimal cost.

Traveler expectations have shifted dramatically since before the pandemic. To capture demand in a competitive market, independent hotel brands need to deliver a compelling alternative to the traditional loyalty programs offered by the large chains. The challenge? Scaling up their infrastructure, support systems, and marketing reach without losing their individuality.