Minor Hotels has acquired a 10 per cent stake in the Global Hotel Alliance (GHA) with an investment worth US$3.2 million.

The group has been a member of the alliance since 2007, first entering with the Anantara brand.

Minor Hotels says the acquisition will help with GHA’s investment in a new customer relationship management (CRM) systems and shared technology to ‘build on the success of the Discovery loyalty programme’.

Dillip Rajakarier, CEO of Minor Hotels, will now join the GHA board of directors.

Rajakarier commented: “Since joining the GHA in 2007, we have grown and developed our own brands and continue to acquire new ones, and membership of the GHA fits well with our multi-brand strategy. GHA has consistently demonstrated the value of global customer reach and a strong CRM and loyalty programme for our hotels, and so we are delighted to be able to take our place as a shareholder in the business, with the opportunity to help guide its growth over the coming years.”

Minor Hotels says the 13 million Discovery will produce US$1.7 billion in room revenues in 2018. GHA plans to double those numbers in the next few years.

minorhotels.com; discoverloyalty.com

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