The alliance was launched simultaneously in five key cities last month by the founding groups: Hong Kong-based Marco Polo Hotel Group; Singapore�s Meritus Hotels & Resorts; Thailand�s Dusit Hotels & Resorts; Taiwan�s Landis Hotels & Resorts; and Japan�s New Otani Hotels.

So far, marketing dollars have been shared on a new AHA website with a booking engine that will enable consumers to get information and up-to-the-minute rate offerings for the 70 hotels from the five partners.

An AHA directory is being distributed through member hotels� guestrooms and business centres, as well as each hotel group�s regional sales offices.

The partnership combines the clout of existing loyalty programmes, boosting membership of the Marco Polo programme, for instance, from 11,000 to 200,000.

Other areas for cooperation include guest chef meetings and staff cross training. �Obviously, a collection of 70 hotels has more synergy than seven,� said Marco Polo�s VP for marketing and development, Jeffrey Flowers. �It�s a powerful marketing association.�

Existing properties extend far beyond the five home bases, with members operating hotels in China, Vietnam, Malaysia, Australia, Middle East, Philippines and the US.

But, according to Marco Polo president Michael Kalyk, there are gaps in the coalition, with Kuala Lumpur, Indonesia, Australia and India being obvious areas offering potential for partners.

Meritus� president Michael Ow added: "We don�t intend to be a big grouping. I�ll be comfortable if our alliance comprises no more than 10 hotel groups eventually and, even then, we may limit the administration to the original founding members to ensure things don�t get out of hand."

Originally conceived by Dusit�s executive director Chanin Donanavik and Landis� president Stanley Yen, the alliance has been nine months in the making. "We�re comfortable about the five founding members - each group is strong in the home markets, there is little overlap, and we�re each similar in that we are able to offer a philosophy of Oriental service that has distinguished the Asian art of inn-keeping," said Ow.

Dusit�s Chanin said the basic principle of AHA (www.asianhotelsalliance.com) was similar to the airline groupings - a cooperative marketing umbrella that maintains the strengths of well-established individual brands. �It was only after seeing the successful take-off of similar airline partnerships that really gave us the push," he said.