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Worldhotels embarks on “The Customer Journey” in 2014

Together with more than 350 hoteliers, sales representatives and industry experts from all over the world, Worldhotels has kicked-off the year with its 2014 Global Annual Conference. Under the banner of “The Customer Journey”, the global group for independent upscale hotels has launched its new strategy, designed to drive guest experience and incremental revenue for its hotels.

During the gathering, which was held at the Monte-Carlo Bay Hotel & Resort in Monaco from 16th to 18th January, Worldhotels’ Vice President Global Marketing and Sales, Paulo Salvador, gave an outlook on the group’s new initiatives for the year. These include the launch of Worldhotels’ Global Loyalty Programme in April, the revamp of its quality and training offerings in cooperation with IFH, and several Sales & Marketing activities targeting luxury and leisure guests.

“'The Customer Journey’ marks the next step in our strategy going forward”, explains Salvador. “In the past years, we have put the focus on reinforcing the power of our global brand to end consumers by introducing a new brand identity.  In doing so, we have revamped all our communication channels, be it our website worldhothotels.com, our advertisement and PR approach or our E-commerce and Social Media strategy. Now that we’ve completed this metamorphosis, we can capitalise on our strong brand recognition to maximise customer experience, and ultimately connect with our guests.”

In his keynote speech, Robert Hornman, Managing Director at Worldhotels, also outlined the importance of quality for the group. In line with its ambitious objective to become the epitome for high-quality independent hotels worldwide, it will not only work on maximising its service delivery to guests, but also reshape its growth strategy. Having reached a critical mass with almost 500 hotels in 250 destinations and 65 countries worldwide, the group now sees itself in a strong position to put quality front and centre, by focusing on growing in quality rather than in quantity.

 “In the quest for customer loyalty, quality is key”, comments Hornman. “To meet our guests’ high expectations, we constantly work on improving our hotel portfolio as well as the group-wide quality and education offerings we provide to our hotels. Our own Global Loyalty Programme is another crucial resource to increase guest retention, giving us the opportunity to provide tailored services to our guests in accordance with their individual needs and travel behaviour“.

Established in 1971, the Worldhotels Annual Conference has become invaluable to the group’s hotels by not only providing local and global market travel industry updates and insights into market trends, but also offering opportunities and solutions. Guest speakers at the 2014 conference included the number one authority on loyalty, Stowe Shoemaker, Dean at University of Nevada; Jason Peacock, Senior Manager Parterships & Benefits Global Network & International Card Services at American Express; Jos Jumelet, Senior Consultant at Lausanne Hospitality Consulting; Patrick Bosworth, Co-Founder & CEO of Duetto; as well as senior executives from IFH, Stream2, and Pangaea.

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