The two companies, together with partners China Southern Airlines and GZL Travel Services, used the Guangzhou International Travel Fair (GITF) on 1 March 2018 to launch the LN Global Hotel Alliance.

The alliance consists of 4 pillars. Compass Edge represents hotels outside of Mainland China, Ling Nan Hospitality represents a large number of hotels in China – such as The Garden Hotel and the China Hotel in Guangzhou, China Southern Airlines is the air segment of the alliance while GZL represents the travel services product.

The number of loyalty members under the four brands amounts to more than 46 million Chinese travellers.

“LN Global Hotel Alliance is one-of-a-kind,” said Anita Chan (below), CEO of Compass Edge. “All 4 pillars are 100% complimentary to each other with no overlapping and no conflict of interest.”

The LN Global Hotel Alliance already has more than 100 founding hotel members in over 13 countries and 30 cities.

Compass Edge hotels such as Chroma Hospitality, the Crown Regency and The Bellevue Resort in Philippines; The Trans Resort Bali, the SenS Hotel & Spa as well as The Damai in Indonesia; The Emblem Hotel Prague and the Presidential Serviced Apartments London in Europe; as well as the trendy Hotel Icon in vibrant Hong Kong are all founding members of the LN Global Hotel Alliance.

“Loyalty is the name of the game for the future. However, it is extremely difficult for a standalone property to be in the loyalty game, especially in China. Chinese people buy from those they know and trust. Now, overseas independent hotels can get that trust endorsement from the three most reputable China travel brands via LN Global Hotel Alliance, and LN Global Hotel Alliance only,” Anita added.

Moving forward, LN Global Hotel Alliance will put together lifestyle experience travel products for high net worth Chinese travellers to experience the world.

“LN Global Hotel Alliance is not just a hotel loyalty program. We no longer just sell hotel rooms. It is an innovative concept to bring the experiences that Chinese travellers are looking for and present them in the Chinese digital ecosystem that Chinese people use. We are excited we are first to do this in this scale,” said Anita. “It is also important to stress that unlike OTAs, we do not want to sign up every hotel in the world. Far from it, we limit the number of hotel members in each location so that we can provide them with better service and a larger presence in this hugely important market place.”

Compass Edge offers online solutions to independent hotels around the globe. It is a niche service provider offering cost-effective branding solutions for hotels to establish an online presence targeting the booming Chinese FIT market. As one of the co-founders of LN Global Hotel Alliance, Compass Edge is the exclusive partner to sign up overseas independent hotels for LN Global Hotel Alliance.