Sydney, Australia – Hospitality Marketing Concepts (HMC), the world’s leading provider of outsourced CRM-driven database management and loyalty marketing programs for premium hotel organizations, is proud to announce the expansion of the CLUBHOTEL® network to Australia and New Zealand. CLUBHOTEL is a leading global network of four- and five-star hotels, providing common benefits and recognition to a worldwide membership base.
CLUBHOTEL boasts the largest variety of brands and independent properties around the world. The program is currently offered at over 720 luxury hotels in 52 countries and in more than 447 cities. Established in 1996, CLUBHOTEL has generated staggering results, representing tens of thousands of incremental room nights for participating hotels each year.
Created by hoteliers for hoteliers, CLUBHOTEL is specifically designed to grow in-market revenue from the ever-growing SME market by building a qualified, local consumer base and generating incremental revenue through a global network of established brands and independent properties. For new market entrant hotels, CLUBHOTEL helps raise awareness. For existing hotels, it ensures market presence is reinforced and not lost amongst the competition. More importantly, CLUBHOTEL is a paid membership program that delivers a targeted foundation audience, generating incremental Rooms and F&B revenue, banqueting and wedding sales leads.
CLUBHOTEL attracts the lucrative local SME market, which includes business executives and professionals with high disposable incomes. Members receive recognition and enjoy benefits immediately, without the need to wait for point accumulation. The primary focus of CLUBHOTEL is to generate recurring F&B and room revenue for partner hotels from local SME markets that hotel sales department and frequent guest programs typically do not reach.
Participating hotels receive room spending from direct bookings and F&B spend from their local markets while simultaneously gaining exposure to CLUBHOTEL members around the globe. To date, CLUBHOTEL generates over 350,000 room nights each year and thousands of room nights booked directly by more than 500,000 members.
“Times are still tough in the travel industry, especially for hotels,” said Octavio Gamarra, vice president and managing director of Hospitality Marketing Concepts in Asia-Pacific. “As competition increases, hotels need innovative ways to compete. CLUBHOTEL gives hotels a significant advantage by tapping into the local market to generate rooms and F&B revenue while giving them immediate marketing access to over 500,000 members around the world.”
Moreover, hoteliers who join the CLUBHOTEL network begin to see a channel shift to more profitable direct-booking channels and a reduction in reliance on third-party booking channels, thereby lessening their dependence on OTA and Opaque Sites, lowering distribution costs, and increasing ADR, occupancy, and profits.
The CLUBHOTEL model requires no capital expenditure from hotels and there is no fee to pay. It consists of a well-balanced, turnkey program of value-based benefits for members, no-cost, unlimited member marketing for participating hotels, and a direct sales program unmatched in the industry. CLUBHOTEL strategically utilizes a multi-channel mix of telemarketing, group and bulk/partnership sales opportunities and online sales approaches to reach the SME market and to stimulate incremental revenues for participating hotels.
“The growth of our global footprint in two important markets in the Pacific is a strong milestone for us, but more importantly, it extends the number of hotels who will have the opportunity to gain the attention of a hard-to-reach but highly lucrative SME market segment,” continued Gamarra. “We are thrilled to introduce CLUBHOTEL to hoteliers in Australia and New Zealand to increase their exposure both worldwide and in their local markets.”
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About Hospitality Marketing Concepts
Headquartered in Newport Beach, Southern California, HMC (www.HMCloyalty.com) is the leading provider of travel-industry premium paid consumer membership and database management programs. HMC provides loyalty services to more than 1,000 full-service hotels worldwide. HMC’s customized paid-membership programs are designed to drive incremental revenue and increased profitability to all areas of partner hotels.
A selection of HMC’s clients includes InterContinental Hotels, Hilton Hotels, Radisson Hotels, Mövenpick Hotels, Fairmont Hotels, Starwood Hotels, Ritz-Carlton Hotels, Shangri-La Hotels, Mandarin Oriental Hotels, Husa Hoteles, Tivoli Hotels, Hotéis Deville, Amari Hotels and Swissôtel Hotels. HMC is a global company with offices in more than 50 countries including Italy, France, Germany, Spain, Poland, Portugal, Australia, Singapore, Hong Kong, China, UAE, Egypt, Venezuela, Brazil, Canada, United Kingdom and United States. More information about HMC may be found on the company’s website www.HMCloyalty.com.
For Additional Information:
Stephen H. Joseph
Director of Business Development
Office: +61 2 9779 3133
Mobile: +61 410 274 484
Hospitality Marketing Concepts
53 Berry Street