Corinthia Hotels is making a strategic investment in Global Hotel Alliance (GHA), following similar investments made by Minor Hotel Group and Pan Pacific Hotels Group in November 2018.

In a statement on Wednesday, GHA said five independent hotel groups, together with Oracle, now made up its shareholders Corinthia joined Omni Hotels, Kempinski Hotels, Minor Hotel Group, Pan Pacific Hotels Group, and technology giant Oracle in the GHA shareholding. Simon Naudi, Corinthia’s CEO, will join the GHA board.

Corinthia has been one of GHA’s member brands since 2014. Founded in 1962 in Malta by the Pisani Family, Corinthia now comprises nine luxury hotels in Europe and Africa, including its flagship Corinthia London.

The Corinthia Meydan Beach Dubai opens in 2020, while the Corinthia Brussels, Corinthia Bucharest and Corinthia Moscow are scheduled by 2021.

GHA’s CEO Chris Hartley said Corinthia had been a successful member of the alliance for the past five years. Now as a shareholder, its growing stature and reputation as an independent luxury hotel brand would bring significant value to the alliance, enabling it to make further investments into the growing loyalty and marketing platform, Discovery, now shared by more than 30 member brands and 14 million customers.”

Corinthia CEO Simon Naudi said Corinthia hotels benefited significantly from the global reach the alliance brought Corinthia as a member brand.

“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.”

Founded in 2004 with the goal of helping independent, upscale and luxury hotel brands to compete with the global majors, while retaining their individuality, GHA celebrates its 15th anniversary this year, most recently announcing the addition of Capella Hotel Group as its latest member brand.

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