IHA International Hotel Alliance Domestic& Overseas Brand Penetration Marketing Case |GreatCase100

Abstract

This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to He Dan, who provided information and insights for this video. This case discusses the formation of the IHA (International Hotel Alliance) by the Gloria Hotel Group and other hotel chains to expand their global reach and customer base. The alliance aimed to improve service quality, increase brand awareness, and facilitate cross-border hotel reservations and promotional opportunities. The positive trend in outbound tourism, driven by expanded visa-free policies, has further bolstered the IHA's goals of joint branding, channel interconnection, and leveraging the growing Chinese outbound travel market. While the IHA has achieved some initial success, the case highlights ongoing challenges in recruiting more members, ensuring consistent quality across the alliance, and navigating the complexities of cross-border operations and changing travel policies. <br>本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝何丹為本視頻提供信息和見解。本案例討論了凱萊酒店集團和其他連鎖酒店成立IHA（國際酒店聯盟），以擴大其全球影響力和客戶群。該聯盟旨在提高服務品質，提高品牌知名度，並促進跨境酒店預訂和促銷機會。在免簽政策擴大的推動下，出境旅遊呈現出良好的發展趨勢，這進一步促進了IHA的目標，即聯合打造品牌、渠道互聯和充分利用日益增長的中國出境旅遊市場。雖然IHA已經取得了一些初步的成功，但該案例凸顯了在招募更多成員、確保整個聯盟的一致品質以及應對跨境運營的複雜性和不斷變化的旅行政策方面的持續挑戰。