International alliance of hotel cooperatives: Romantik and Châteaux & Hôtels join forces
Romantik Hotels & Restaurants AG, based in Frankfurt, and Châteaux & Hôtels Collection, based in Issy-les-Moulineaux in France, are forming a strategic alliance and creating one of the biggest collections of independent hotels in Europe. Thomas Edelkamp, chairman of the board of directors of Romantik, and Xavier Alberti, CEO of Châteaux & Hôtels have signed a long-term cooperation agreement in Colmar in Alsace, adding 300 hotels from the French group to Romantik’s websites and marketing channels in one go. Châteaux & Hôtels Collection, under the presidency of French celebrity chef Alain Ducasse, will advertise around 130 hotels from Romantik’s core countries on its platforms to start with. “This unprecedented union of two international hotel cooperatives will dramatically increase the visibility of the hotels across all distribution channels,” says Edelkamp. “The reciprocal marketing arrangement guarantees thousands of new visitors for the hotels of both partner organisations from the word go.” Romantik currently represents over 200 hotels in ten European countries and has stepped up its expansion rate considerably this year. Châteaux & Hôtels Collection represents over 500 hotels in 16 countries throughout Europe. Each of the cooperatives is the undisputed market leader in its sector in its respective home country. “This agreement enables us to expand our network in Europe and to offer our guests attractive destinations like Germany and Austria,” says Xavier Alberti, CEO of Châteaux & Hôtels. “Neither side needs to make compromises, either in terms of values or quality standards. The Collection and Romantik complement one another perfectly.”
The two cooperatives also see their alliance as a response by small and medium-sized establishments to the mega-mergers taking place in the hotel chains segment and among the big online hotel booking sites. “Throughout the value chain, marketing power is increasingly concentrated in the hands of fewer and fewer market players. If independent hotels are to position themselves successfully on an international level, they need effective alliances – including between cooperatives,” Edelkamp says with conviction.
Romantik and Châteaux & Hôtels Collection are proving to be perfect partners because their DNA is an almost perfect match. As Edelkamp explains: “Historic hotels that boast first-class cuisine, high-quality spa facilities and individual leisure activities, as well as attractive offers for events, conferences and business travellers, rate highly with guests.”
Once the technical conditions are in place, the reciprocal marketing activities are due to start across all the available channels in the course of the year. “Instead of 200 hotels, we’ll be presenting Romantik travellers with 500 first-class establishments,” explains Edelkamp. “The much better visibility in the online distribution channels, in particular, will soon have positive impacts in the member hotels, bringing new guests and good business.”
About Romantik Hotels & Restaurants
Tradition, history, quality and warm hospitality: these are the distinguishing characteristics of more than 200 Romantik Hotels & Restaurants in ten European countries. Romantik hoteliers welcome guests in Germany, Austria, Switzerland, Belgium, Luxembourg, the Netherlands, Scotland, Italy, Spain and France. The powerful sales and marketing cooperative has been presenting the full diversity of the independent hotel scene for over 40 years: from high-end country guest houses to unique spa hotels and luxury city centre establishments. Excellent cuisine, authentic local roots and tangible history unite the owner-run hotels, creating an exclusive collection to delight even the most discerning guests under the umbrella of the strong Romantik brand.
About Châteaux & Hôtels Collection
Created in 1975, Châteaux & Hôtels Collection is one of the first ports of call for people travelling in Europe and looking for charming hotels and excellent restaurants. Within its collection, the brand offers nearly 500 unique hotels, primarily in France and in Italy. Presided over by celebrity chef Alain Ducasse since 1999, Châteaux & Hôtels Collection brings together passionate, contemporary chefs with independent hoteliers, who combine the right ingredients to turn moments into experiences.
Copyright picture: ©pictural colmar