Aloha Breaks Tradition of Branding Fees

Elimates Application Fee, Sign Up Fee, and Liquidation Fee from Contract

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. October 14, 2008

Aloha Hotels and Resorts is breaking away from the tradition of offering a brand without all the usual fees in their contract, including the lack of a liquidation damage fee. Walter Bono, CEO and President, said that "Aloha feels easy entry and easy exit for hotel owners will keep the branding companies on their toes and provide excellent service throughout the contract."

Today with many companies entering into the market place the hotels owners will benefit with branding companies becoming more competitive and offering more service for less cost. Bono went on to say that "By keeping the cost of the office to a minimum, we can pass the savings to the hotel owners. We have several of our staff members utilizing virtual office locations wherever we go. By utilizing a virtual office environment, costs are kept low, and the virtual office provider benefits from our continued patronage."

Aloha keeps clients happy without passing on the high cost of office space. Bono

said that"[Aloha] puts more of the hotel fees into e-commerce solutions that will increase revenues. By doing this, we'll use the Internet to it's full potential for both the corporate staff and the hotel marketing."

Best of all, just about all of these online features are free of charge. Bono

said "We pass our savings directly to our clients, who enjoy having the power

that the other brands have, without having to pay the high cost for the services." Bono went on to say that the future of the hotel branding companies will be able to compete with the newer e-commerce brands that can drive more revenues at a lower fee. "[Aloha] is putting our actions to the test by refusing to put a liquidation damage into our contract. We'll keep the hotel in the brand by providing an excellent return for fees paid by the hotel."