Choice Hotels Asia-Pac, one of Australia’s largest hotel franchise groups, announced today that members of its loyalty program, Choice Privileges, will soon be able to enjoy a discounted rate as part of their membership. The new rate plan will ensure Choice Privileges members are guaranteed the best non-restricted rate in market when booking through Choice Hotels direct channels.
Speaking at the 2016 Choice Hotels Asia-Pac Momentum Conference, currently being hold in Hobart, Choice Hotels Asia-Pac CEO Trent Fraser said, “We are thrilled to share this significant announcement with our franchisees, as this will be an important tool we utilize in our quest to drive more business through our direct channels.
“We look forward to making this exclusive rate available to our Choice Privileges members in Q4 this year and it will be bookable at all of our 270+ hotels across Australia, New Zealand and Singapore,” added Mr Fraser.
With the conference theme ‘Momentum’, almost 250 delegates are hearing presentations and participating in workshops all aimed at giving franchisees the tools and resources needed to continue the momentum that Choice Hotels has established in the market over the past decade and a half.
“As one of the largest hotel franchisors in Asia Pacific, we have some distinct advantages that new entrants to the market can’t offer. Ensuring we provide first class service and a ‘wow’ experience are essential to combatting the sharing economy brands,” Mr Fraser said.
Getting the business mix right to ensure properties are using the right channel at the right time, yielding rates where appropriate and combatting threats from disrupter brands like Airbnb were some of the core messages presented at this year’s conference.
“Part of that experience is providing an amazing nights’ sleep, which is why we are implementing a minimum standard bedding program, ensuring guests always leave a Choice hotel feeling rested and relaxed,” added Mr Fraser.
These announcements come off the back of a big 12 months for Choice, which included the most successful development quarter (Q2 2016) in the past decade and the addition of almost 1,100 new hotel rooms to its portfolio.
Revenue per available room has also increased 7.5% over the last year and for the first time Choice has on average delivered 30% of each properties’ overall business. This equates to over 550,000 overnight stays over the 12 months.
The 2016 Choice Hotels Asia-Pac Annual Conference runs through until 17 August with delegates hearing from keynote speakers, Mark McCrindle, one of Australia’s leading social demographers, and Paralympian John Maclean. Delegates will also experience the amazing local beauty and produce of Tasmania and be awed at the world renowned MONA (Museum of Old and New Art).