Pictured: Left to right: ALHI’s Mark Gorgon, Rebecca Duncan of Virgin Atlantic, Chris Parnham of Absolute Corporate Events and ALHI’s Mark Sergot and Peter Groom.
Global brands are becoming too transactional in their
approach to satisfy the luxury end of the market says US-based Associated
Luxury Hotels International (ALHI). The luxury
hotel portfolio has recently embarked on a major expansion programme with
London its most recent office opening. The group celebrated this week with a
presentation for clients on the rooftop of the five-star The Courthouse hotel
in Shoreditch.
ALHI’s chief sales officer Mark Sergot says clients at the
luxury end of the market are increasingly demanding a more individual sales
service than the big chains can offer. Saying: “We want to help the smaller
properties win. Our member hotels want to differentiate themselves from the big
brands and deliver personal service. I have only been staying in these hotels
for the past four months since I joined and I am amazed by what they deliver.
We need to help them compete against the ‘big guys’ as a global sales force of
independent hotels.”
ALHI's portfolio is comprised of primarily independent
luxury hotels and resorts and emerging luxury brands, offering four and
five-star service for meetings and events.
Sergot, who was previously with Fairmont Hotels, added:
“The challenge with the big brands is that there is a belief that there will be
a surge in value commensurate with scale but will it really happen? For
example, St Regis Monarch Beach stepped down from St Regis and is now with ALHI. The question is: can big chains offer the same personal approach with 4000 hotels as we can? I think there is too
much of a focus on lead generation without the thoughtfulness
that ensures customer satisfaction.”
ALHI is dedicated to the meetings and incentive travel
marketplace, selling more than 250 luxury level hotels and resorts, plus an
alliance of cruise ships and DMC in destinations worldwide. The London office
is the first step outside North America, to be followed shortly by a footprint
in France, Germany, Spain, India and China.