Group Director - Brand Loyalty
British born Vicky Elliot graduated from Hosta Hotel & Tourism School in Switzerland in 1992 from where she was recruited directly by Hyatt Hotels & Resorts. During her 14 year tenure with Hyatt, Vicky worked in hotels in London and Paris but was predominantly engaged in corporate marketing roles in their Europe, Africa and Middle East divisional office. Responsibilities included regional direction of the Hyatt Gold Passport guest loyalty programme (promotion, planning, budget, data analysis, CRM activities and operational delivery) as well as heading up strategic partnerships, marketing communications and brand marketing (corporate graphic standards, integrated marketing communications, advertising and public relations). Vicky joined Global Hotel Alliance in August 2007 as their Head of Marketing and was primarily responsible for all global marketing activities, planning and budgeting across the alliance. This included the creation and implementation of an innovative multi-hotel brand guest loyalty programme (GHA Discovery), development and management of strategic partnerships (including an on-line back-end technology solution), brand communications, all promotional activity as well as defining the brand strategy to move the alliance from a functional role for member brands to a consumer facing proposition. Vicky also managed the day-to-day relationships with the key stakeholders of each member hotel brand and introduced an effective KPI measurement tool enabling transparency of participative efforts across the alliance. Throughout her career, Vicky has worked particularly closely with many of the large travel industry loyalty programmes and has gained significant insight and experience in working with the airline and car rental loyalty programmes as well as financial schemes.