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.
