A cross–jurisdictional AG team has advised Global Hotel Alliance ("GHA"), the world's largest alliance of independent hotel brands (including Kempinski, Pan Pacific, Corinthia and Minor/NH) with over 800 hotels in the sale of a 10% interest to ASMALLWORLD AG ("ASW") whose business model is centred around an exclusive social network granting its members access to travel and business opportunities, enabling them to expand their connections and experiences as part of an elite community.

GHA and ASW have entered an agreement under which ASW has committed to acquire a 10% interest in GHA Holdings Limited ("GHA Holdings"), the group holding company of GHA. The purchase price for the interest is USD 3.5 million plus a 3% interest in ASW, and GHA and ASW will each gain seats on each other's boards.

Additionally, as a part of the arrangement, ASW will support GHA with the delivery of its relaunched hotel loyalty programme GHA DISCOVERY, which has 20 million members.

The team at AG was led by Lowri Llwyd (Partner, Corporate) with support from Alistair Stewart (Managing Associate, Corporate), Jay Kesaria (Managing Associate, Commercial) and Jas Shoker (Associate, Commercial). 

Lowri Llwyd, commented: "It was a pleasure to continue to build upon our relationship with the GHA team and see GHA continue to go from strength to strength as it further builds its market leading position through strategic growth and partnerships that enable it to stand out as a world leader in the hospitality and leisure sector."