Coral International Hotels, Resorts & Spas is to become the inaugural Middle East member of Boutique Hotels & Resorts International, the first hotel alliance to assess and rate independent boutique properties.
Headquartered in Miami Beach and currently comprising nearly 50 hotels and resorts in the USA, Caribbean Europe and Asia, BHRI has ambitious plans to grow in size to a total of 200 properties by 2006, and has chosen Coral International to spearhead its expansion in the Persian Gulf.
The alliance provides international marketing, branding, reservations and distribution for member hotels, and facilitates online bookings through its live website.
Travel agents can also use the Internet site to access news on special promotions and provide additional services for their clients, while future plans call for an automated commission system to encourage online bookings.
According to Michel PJ Noblet, managing director of Coral International, the affiliation will give the group a global platform in a distinct market.
“Joining a hotel alliance is not always cost-effective for smaller hotels, yet they are the ones that really benefit from the cross-selling and reservation channels. BHRI offers the first dedicated platform to promote boutique hotels of varying categories with its three categories - deluxe Diamond, first class Emerald and superior midscale Sapphire,” he said.
“Coral International properties, which have distinct personalities, are an ideal choice for boutique aficionados to experience sophisticated amenities and personalised service in the Middle East.”