Hong Kong, Hong Kong SAR, May 2, 2020 / TRAVELINDEX / Hong Kong legacy luxury hotels formed an alliance to combat business challenges presented by the destination’s prolonged social unrest and by the Covid-19 pandemic.
The Heritage Tourism Brands private sector group members include Hongkong & Shanghai Hotels, Langham Hospitality Group, Rosewood Hotel Group,Wharf Hotels, Mandarin Oriental Hotel Group, Shangri-La Hotels & Resorts, Harilela Hotels and Swire Hotels have formed an alliance.
According to chairman Jennifer Cronin, who is also president of Wharf Hotels, the Heritage Tourism Brands group now provides an important platform for members to share challenges they face and best practice solutions that will reposition Hong Kong’s reputation regionally and internationally.
“Apart from working with the Hong Kong Hotel Association and Federation of Hong Kong Hotel Owners, the group is also a member of Hong Kong Tourism Board’s Recovery Task Force. Our voice is heard and we help drive creative marketing campaign ideas,” shared Cronin.
She explained that a collaborative approach is critical for recovery, a concept similarly emphasised by the World Travel & Tourism Council (WTTC). Members are sharing knowledge, initiatives, strategy and even contacts which were previously protected information, and collectively the group is consulting the WTTC for support to guide the Hong Kong government on tourism relief packages.
Cronin credited the creation of the group to Peter Borer, COO of Hongkong and Shanghai Hotels. Borer said that while members come in with different corporate culture, everyone shares a common love for Hong Kong and “we believe in her future”.
”While Covid-19 is the worst crisis we have ever faced, I am confident we will get through this if we put the right measures in place and work together – but we have to act fast and this is something we are trying to convince government,” said Borer.
Heritage Tourism Brands is supported by a marketing sub-committee which is led by branding experts from different member companies who are now working with an agency to develop creative concepts.