Industry Update
Press Release27 November 2013

AVANI and Per AQUUM join Global Hotel Alliance

Minor Hotel Group’s two newest brands join Anantara in alliance

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AVANI Hotels & Resorts and Per AQUUM Retreats Resorts Residences, part of Minor Hotel Group's growing stable of luxury brands which also includes Anantara Hotels, Resorts & Spas, are the latest members of Global Hotel Alliance (GHA).

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Anantara has been a member of GHA since 2007 and its hotels and resorts are a popular choice among members of GHA's loyalty programme, GHA Discovery, which now has 3.6 million members. GHA's CEO, Christopher Hartley commenting on the announcement explained "Anantara has always been a firm favourite with our members, and we expect AVANI and Per AQUUM to be similarly popular, offering our customers new destinations to choose from and an even wider variety of unique resort experiences in urban locations and leisure destinations. As an alliance, we enable our member brands to reach more high-end customers through very dynamic and personalised marketing to our growing database. This is especially beneficial for new or slightly smaller brands like AVANI and Per AQUUM, which can be showcased to a greater audience across the globe."

AVANI is a refreshing upscale hotel concept offering relaxed contemporary-inspired comfort to guests who value the details that matter. The AVANI portfolio currently includes two properties in Sri Lanka and one in Vietnam, with future openings in Malaysia and Thailand next year and more properties to come throughout Asia, Australia, the Middle East and Africa.

Per AQUUM offers a bespoke collection of award-winning properties featuring contemporary, cutting-edge design and premium luxury guest experiences. No two properties are alike. Per AQUUM currently has two properties in the Maldives and one in the UAE.

Dillip Rajakarier, Minor Hotel Group's CEO said membership of GHA supported Minor's rapid growth strategy: "Minor Hotel Group will have 100 hotels very soon, and we need to distribute our new brands and products quickly to the right audience. GHA membership gives us that reach to a global customer base, and Anantara has already seen incremental revenues through the GHA network, and we're confident that AVANI and Per AQUUM will be equally popular."

Related Brands

AVANI

Launched in response to a growing global group of discerning world travellers whose priorities are service, style and value, Avani Hotels & Resorts is a contemporary, upbeat brand that delivers the perfect balance.
brand information

Per AQUUM

Bold, imaginative and renowned for their trailblazing concepts such as the world-first underwater spa, twin-island natural playground in the Maldives and simply spectacular views of the Dubai city skyline from a boutique retreat set on a private polo estate.
brand information

About Global Hotel Alliance

Global Hotel Alliance (GHA) is the world's largest alliance of independent hotel brands, bringing together more than 35 brands with over 570 hotels in 78 countries. GHA uses a shared technology platform to drive incremental revenues and create cost savings for its member brands. GHA's award-winning loyalty programme, DISCOVERY, provides 16 million members exclusive opportunities to immerse themselves in local culture wherever they travel. GHA's hotel brands currently include Anantara, Atura, Avani, Capella, Corinthia, Discovery Destinations, Divani, Doyle, Elewana, Fauchon, GLO, JA Resorts, Kempinski, Leela, Lungarno, Marco Polo, Meritage, Mysk, Niccolo, Nikki Beach, NUO, Oaks, Omni, Outrigger, Pan Pacific, PARKROYAL, QT, The Residence by Cenizaro, Rydges, Shaza, Sukhothai, Thon, Tivoli, Ultratravel Collection and Viceroy. For more information, visit globalhotelalliance.com

About DISCOVERY Loyalty

A memorable trip demands more than a comfortable stay. DISCOVERY, an award-winning global loyalty programme, provides 16 million members recognition and perks across over 570 hotels, resorts and palaces in 78 countries. Elite members have the opportunity to immerse themselves in local culture through Local Experiences, distinctive activities that capture an authentic taste of each destination. For more information, visit discoveryloyalty.com

Contact
Haitham Assem
Marketing Manager
Phone: +971 4 421 4287
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