Rixos Hotels has signed a letter of intent to join Global Hotel Alliance (GHA) as its 19th member and the luxury brand is set to become the flag-bearer for Turkey and Central Asia.

 

Announcing this at GHA’s annual ITB customer event at Hotel Adlon Kempinski, Chris Hartley, GHA’s CEO, said “We are delighted Rixos Hotels has decided to join GHA. Turkey is rapidly becoming one of the world’s major economies and a gateway for the Middle East and Asia. Travel to and from this region has increased tremendously over the last few years; and to be able to welcome Turkey’s leading luxury hotel brand is a big step for us and a formidable addition to the alliance’s product offering and customer reach.”

 

The Rixos group has experienced significant growth in key emerging markets over recent years with over 20 hotels across Turkey, UAE, Croatia, Kazakhstan, Ukraine, Georgia, Libya and Egypt already in operation. Rixos expects to double its size over the next few years, including significant projects in Azerbaijan, Switzerland, Russia and more locations in the Middle East, said a statement.

 

“At an important stage of our company’s growth, membership of GHA supports our company vision and enables Rixos to open its doors to markets we would have found challenging to reach by ourselves; as well as bringing us faster international recognition”, explained Rixos’ chairman & CEO Fettah Tamince.  

 

“We are especially excited about participation in the alliance loyalty programme, GHA Discovery, which will enable us to communicate to a database of over three million loyal customers from around the world.”  

 

Rixos Hotels’ integration into GHA is expected to take approximately six months, with the exact date for the launch of their membership to be announced in due course, said the statement. - TradeArabia News Service