Global Hotel Alliance: Strategy Discovery Moving East

Global Hotel Alliance: Strategy Discovery Moving East

  • Case
  • Teaching Notes

The Global Hotel Alliance (GHA) is the largest hotel alliance in the world; however, their presence is currently the strongest in their traditional markets in Europe. With the increasing growth of tourism in the East – that is, the Middle East, Asia and Australasia – the GHA is now planning to intensify their presence and strengthen their position in these markets. Initially the decision point of this case is outlined, highlighting the aim of the GHA of intensifying their presence in the East. Next, the background of GHA, including its history and development, outlining the company brands and their global distribution is presented, before highlighting the GHA business structure. The DISCOVERY rewards program is then explained by providing an overview of the program, explaining how ...

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