Great Hotels of the World has introduced a new business and pricing model that it claims will fundamentally change the way representation companies operate.

Paul McManus, chairman of Great Hotels of the World’s advisory board, comments: “The referral value of representation companies and affinity groups continues to diminish as travellers increasingly book reservations through new and emerging channels. The representation industry must adapt to the realities of today’s marketplace in order to remain relevant and to provide real value to their member hotels. The traditional hotel representation model is becoming obsolete.”
 
Great Hotels’ strategy is hotel-centric. It integrates the still relevant elements of traditional representation with customised marketing solutions and it is anchored by evolution, the company’s proprietary state-of-the-art technology platform.

Commenting on evolution, Peter Gould, CEO of Great Hotels of the World, says “We saw hotel distribution as a mess of fragmented, disparate technologies and antiquated marketing strategies. We thought that we could do it better, so we set out to simplify distribution.

“We created evolution, an intuitive, next-generation, cloud-based CRS that streamlines distribution and does ‘all your internet stuff in one box’. evolution enables hoteliers to distribute rates and content across all channels including GDS, online, social and mobile from a single screen.”

Great Hotels offers several pricing options, including the subscription-based model wherein one low annual licensing fee covers all sales and marketing services and distribution is free.