DUBAI— Nikki Beach Hotels & Resorts will soon join Global Hotel Alliance (GHA), an alliance of independent hotel brands, and operator of a multi-brand loyalty program, Discovery. GHA has a portfolio of more than 30 independent brands and 550 hotels in 75 countries.
Introduced by Jack Penrod two decades ago as the first luxury beach club concept, today the Nikki Beach brand can be experienced in 15 different locations, with 13 beach clubs and five exclusive locations where its hotels and resorts are operated in Dubai, Santorini and Porto Heli (Greece), Bodrum (Turkey) and Koh Samui (Thailand), with more global hot spots coming soon. All properties feature cutting-edge architecture, contemporary dining, Nikki Spa services and signature entertainment.
Alexander Schneider, president of the Global Nikki Beach Hotels & Resorts division, said: “Nikki Beach is evolving from a pure beach-club brand to provide luxury lifestyle hospitality concepts as well, and so we need to reach beyond our local audience to global leisure travelers. GHA gives us instant access to 15 million such customers, and we’re excited to become part of this growing alliance as we plot our growth strategy.”
The integration of Nikki Beach into the alliance and the Discovery program is planned for Q1 2020.