Guangzhou-based Ling Nan Hospitality and online solution provider for independent hotels Compass Edge, together with China Southern Airlines and GZL Travel Services, have teamed up to launch the LN Global Hotel Alliance.
The alliance has four “pillars”. Compass Edge represents hotels outside of mainland China – such as The Trans Resort Bali and The Emblem Hotel Prague; Ling Nan Hospitality represents a large number of hotels in China – such as The Garden Hotel and the China Hotel in Guangzhou; China Southern Airlines is the air segment of the alliance; while GZL represents the travel services product.
The number of loyalty members under the four brands amounts to more than 46 million Chinese travellers.
Describing the alliance as “one-of-a-kind” Anita Chan, CEO of Compass Edge, said all the four pillars are 100% complimentary to each other with no overlapping and no conflict of interest.
The Trans Resort Bali is represented by Compass Edge (Image credit: The Trans Resort Bali)
She noted that “loyalty is the name of the game for the future,” and it was extremely difficult for a standalone property to be in the loyalty game, especially in China.
“Chinese people buy from those they know and trust. Now, overseas independent hotels can get that trust endorsement from the three most reputable China travel brands via LN Global Hotel Alliance.”
Moving forward, LN Global Hotel Alliance will put together lifestyle experience travel products for high net worth Chinese travellers.
“LN Global Hotel Alliance is not just a hotel loyalty programme. We no longer just sell hotel rooms. It is an innovative concept to bring the experiences that Chinese travellers are looking for and present them in the Chinese digital ecosystem that Chinese people use,” said Chan.
“It is also important to stress that unlike OTAs, we do not want to sign up every hotel in the world. Far from it, we limit the number of hotel members in each location so that we can provide them with better service and a larger presence in this hugely important market place.”
The LN Global Hotel Alliance currently has more than 100 founding hotel members in over 13 countries and 30 cities.
• Featured image: Anita Chan at the launch of the LN Global Hotel Alliance in Guangzhou, China
