DH&R, De Vere Hotel Group Form Marketing Alliance

ENGLEWOOD, CO— Destination Hotels & Resorts, based here, has formed a marketing alliance with United Kingdom-based De Vere Group PLC, which manages upscale and luxury hotels and resorts. The partnership between DH&R and De Vere Hotels will allow both companies to cross-market their properties, offering customers and travel planners a larger portfolio of properties including more than 30 golf courses and more than 10 spas. “By creating an alliance with a U.K.-based hotel management company with properties that have similar brand positioning and quality of customer service to our own, we will better serve our customers by offering a wider range of destination options,” says Brian Windle, svp/sales and marketing for Destination Hotels & Resorts. “The partnership with De Vere will also enable DH&R to increase its exposure across the Atlantic in an extremely cost-effective manner.” “It was important for us to choose a comparable North American partner to complement our distinct portfolio,” said Nick Turner, director/sales, distribution and revenue management for De Vere Group PLC. “We look forward to working together to leverage a number of tactical sales and marketing initiatives, sure to lead to increased sales and exposure of all our properties.” The alliance enhances the marketing channels for both companies. Reciprocal distribution of collateral materials, website links, shared trade show representation, exchanged customer lists, cooperative public relations opportunities and sharing of sales and marketing best practices are among the strategic benefits of the new partnership, the companies noted. In addition to marketing opportunities, sales of both companies properties are expected to increase. Both sales forces will be able to cross-sell via a lead referral program; especially on the meetings and conventions side since both companies portfolios have many properties with state-of-the-art meeting facilities.