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Magnuson Hotels, one of the largest independent hotel groups in the US, will launch in the UK market on April 5.
Founded by Tom and Melissa Magnuson in 2003, Magnuson Hotels now represents some 1100 properties in the US, with around 50 new hotels joining up every month.
The company will soon offer independent British hoteliers full GDS representation and increased online presence on more than 2,000 internet booking channels, including Travelocity and Expedia.
It charges no set-up fee, instead levying a "small"percentage based fee for each booking it delivers.
Magnuson Hotels plans to fill a perceived gap in the UK market, said Tom Magnuson.
"We've seen a need here... Some 63% of hotels outside London are not represented on the GDS," he said. "Our goal is to help represent the unrepresented."
"The hotels can maintain their own independence," while still getting the online presence of belonging to a chain, said Magnuson. "We offer a lower cost alternative to the traditional franchise model."
Magnuson Hotels will offer preferential rates for travel agents booking direct with them, and also plans to work closely with travel management companies.
According to Magnuson, the hotel group's technology and its strength of online presence will allow TMCs to quickly find a member property to suit their clients' needs and budgets, while still ensuring compliance with corporate travel policy and providing management information.
"Hotel brands are becoming less and less important," added Magnuson. "It is now estimated that less than 25% of consumers have any brand loyalty in their choice of travel companies; their hotel buying criteria are primarily based upon location, quality and price.
"We believe the hotelier is the best person to choose their location, determine their quality and establish the price, but what we can do is ensure their offering is seen by the largest audience possible."