Independent hotel collection Global Hotel Alliance has a new brand under its umbrella. As Nikki Beach celebrates its 20th year in business, Nikki Beach Hotels & Resorts reportedly will be joining GHA's growing portfolio of more than 30 independent brands and 550 hotels in 75 countries. Nikki's hotels also will be able to leverage GHA's multi-brand loyalty program, Discovery.
GHA CEO Christopher Hartley said he was "thrilled" to add some beach club ambiance to the alliance’s portfolio. "Showcasing unique brands to a global audience is what we’re all about, and Nikki Beach enriches that proposition and will prove a popular addition to our portfolio," he said.
Alexander Schneider, president of the Global NBHR division, added the alliance platform is just what the brand needs as it embarks upon its growth plans. "Nikki Beach is evolving from a pure beach-club brand to provide luxury lifestyle hospitality concepts as well, and so we need to reach beyond our local audience to global leisure travelers," said Schneider."GHA gives us instant access to 15 million such customers and we’re excited to become part of this growing alliance as we plot our growth strategy."
The integration of Nikki Beach into the alliance and the Discovery program is scheduled for Q1 2020.
The Nikki Beach brand has a presence in 15 different locations, with 13 beach clubs and five locations. Its hotels and resorts are operated in Dubai (UAE), Santorini and Porto Heli (Greece), Bodrum (Turkey) and Koh Samui (Thailand), with more destination announcements coming soon. The company opened its newest property—the Nikki Beach Resort & Spa Santorini—earlier this month.