GuocoLeisure, a Singapore-listed company with a secondary listing on the New Zealand Exchange, has announced the launch of London’s largest owner-operator hotel company, glh. The company is driven by CEO Mike DeNoma, who – since joining the business a year ago – has developed a new strategic direction with his management team.
glh’s new approach is underpinned by extensive market research into what affects decision-making for owners and guests. The new business model aims to provide an alternative to the current hotel industry offering by giving autonomy to individual properties.
The company offers more flexible terms and conditions to property owners and developers in an attempt to redress the risk/reward balance within the sector. glh will also attempt to transform the current model by using data to differentiate the guest experience. In addition to developing a new operating model, glh will announce the launch of three new hotel brands over the next year.
The glh global owner-operator strategy focuses on the 100 major global cities, with a 10-year ambition to deliver the best guest-centred experience in the industry. The company is underpinning this aim with the use of advanced customer-facing technology and infrastructure.
Mike DeNoma comments: “We’re delighted to launch glh – a new hotel company that signifies our intent and ambition to unlock human potential and give property owners and developers a new deal. We want to be the first port of call for developers, owners and investors who want a new deal from a hotel management company.”