Following Minor Hotel Group and Pan Pacific Hotels Group's investment last year, Malta-based Corinthia Hotels is acquiring a share in Global Hotel Alliance.
This brings the number of hotel companies investing in the GHA to five, not including tech firm Oracle. The Alliance now counts Omni Hotels, Kempinski Hotels, Minor Hotel Group, Pan Pacific Hotels Group and Corinthia as its hospitality investors. Simon Naudi, Corinthia’s CEO, will join the GHA board.
While the company now has a stake in the GHA, Corinthia has been one of the Alliance's member brands since 2014.
GHA’s CEO Chris Hartley said the company's growth as an independent luxury hotel brand would bring "significant value" to the alliance, enabling it to make further investments into its Discovery loyalty and marketing platform, shared by more than 30 member brands and 14 million customers.
Naudi noted Corinthia hotels would benefit from the Alliance's global reach.
“Now as we prepare for a period of rapid growth into new markets, we see this investment as a way to support our brand and hotels in a more efficient way while enabling us to influence the Alliance’s future direction.
“GHA is the ideal collaborative platform for luxury brands, such as ours, wishing to deepen their global customer base, while retaining their independent brand identity," he said.