Global Hotel Alliance (“GHA”) has announced California-based Meritage Collection as its latest member brand, bringing its presence in the United States to 60 hotels, making it GHA’s largest single market, both in terms of hotel coverage and its significant customer base.Meritage Collection is a life and style collection from Pacific Hospitality Group and includes four distinctive properties in legendary California destinations: The Meritage Resort and Spa in Napa Valley, Bacara Resort & Spa in Santa Barbara, Balboa Bay Resort in Newport Beach and Estancia La Jolla Hotel & Spa in La Jolla.
Chris Hartley, GHA’s CEO, is excited about extending the alliance’s footprint in the United States: “California is one of the most popular destinations in the world, and we’ve now got four more amazing hotels for our 4.5 million customers to choose from. Our loyalty programme, GHA Discovery, is all about creating local experiences; and with world-class golf, wine-country and the unique pacific coast all nearby, these hotels offer exactly the sort of amazing experiences that our customers are looking for, and so further enrich our offering.”
Steve Arnold, president of Pacific Hospitality Group, feels that GHA membership will provide his hotels a window to the world: “California is not just about attracting the US market, we want and need to reach a global audience, and it’s difficult to do that cost-effectively, being a small and young brand. Through GHA, our hotels are immediately going to be in front of the customers of all the other alliance brands. But most importantly, now that we share a common technology platform with all these other hotels, we’ll be able to recognize and reward these customers when they stay with us, and make them feel immediately part of the Meritage Collection family”.
Meritage Collection is set to become a full GHA member brand upon the completion of its integration in the coming months