AHA goes beyond marketing

SINGAPORE - Asian Hotels Alliance, which started three years ago this month as a platform for marketing cooperation, has expanded its scope recently to include ways to improve the member hotels' profitability.

AHA brings together Dusit Hotels & Resorts in Thailand, Landis Hotels and Resorts in Taiwan, Marco Polo Hotel Group in Hong Kong, Meritus Hotels & Resorts in Singapore and New Otani Hotels in Japan.

"Although the member hotels have not grown since its inception, the scope and objectives of the alliance has been expanded," said Ailynn Seah, director of sales and marketing, Marina Mandarin, managed by Meritus.

She said while AHA was quiet last year because of SARS, "the alliance's activities are back on track"

An AHA marketing and sales workshop was held in Hong Kong, attended by key executives from all the member hotels.

"At the workshop, we identified and agreed on specific action plans to be implemented this year such as cross-selling, a forward reservations programme and strategic partner programmes.

The alliance would also be taking part in tradeshows like IT&CMA in Bangkok and NBTA in Florida.