Hotel migrations

Frankfurt. Worldhotels launched its global loyalty programme "Worldhotels Peakpoints" last week. It's one of the first all-virtual global loyalty programmes in the hospitality industry.

Milan. The present year has yet to be finished but Worldhotels is already sure to close 2013 with a double-digit growth rate, at least in terms of rooms sold on behalf of its affiliates. The group is now therefore focusing on the future, planning the launch of its own loyalty program and announcing ambitious expansion goals. Integral part of these projects is the new full-licence agreement, introduced a couple of years ago as an alternative to the most common franchise agreements. In short, Worldhotels is showing a coherent effort to expand its business model from its traditional soft brand style to the shape of The Leading Hotels of the World, and to include components of hospitality chains such as Accor or Carlson Rezidor.

Wiesbaden. The fight for the private hotels has broken out between the consortia and chains. The least among them belong to global brands and the most stand closely settled throughout Europe - exactly where the big chains are approaching their limits at the moment through their expansion on the basis of management or franchise contracts. With this, a large acquisition pool has arisen for the chains and at the same time, the inventors of the standardised brands are registering the wishes of many guests for more individuality – and to promptly create less standardised offers. These new brands carry names that no longer reveal a relationship to the "mother". The result: Chains are rising to the competition of consortia. What do the classic consortia offer? The reactions of Accor, The Leading Hotels of the World and Worldhotels.