NEW YORK— Affinia Hospitality officially unveiled the name and strategy of its global marketing alliance at an event recently at the Top of The Tower restaurant located in the Beekman Tower hotel in New York City. Officially named LHG Hotel Alliance (Local Hospitality for Global Travelers), the initiative was formed for Affinia and its three global brand partners to: attend trade shows together to promote the Alliance through this medium; create a logo for the Alliance which will be added to all partner collateral materials; cross-promoting the Alliance through reservation confirmations and at check-out at the front desk; generating reports to track business trends and measure revenue from Alliance; execute week-long road shows in 2005 throughout Europe, America and Asia; actively look to add additional Alliance partners in other parts of the world such as Australia, Middle East and South America; creating a website for the Alliance, available in many different languages; and create a Loyalty Program for the Alliance. The move is designed to not only create brand awareness for Affinia properties among international travellers coming to New York, but also to give the hotel company’s customer base better choices when travelling abroad, Affinia executives told HOTEL BUSINESS®. The three hotel companies in the international alliance are Thistle Hotels, First Hotels and Meritus Hotels covering 26 countries. “Our over arching goal is to grow the brand,” said John Moser, chief marketing officer at Affinia during a previous interview. “Everything we do as a company revolves around this,” he said.
An exterior view of the Affinia Dumont in New York City