New loyalty program for independent hotel brands

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Minor Hotels is officially launched today GHA DISCOVERY, the world’s largest loyalty program for independent hotel brands.

Operated by Global Hotel Alliance (GHA), the program, which embraces new travel and lifestyle trends, encompasses more than 500 hotels across 35 brands in 85 countries and serves more than 11 million members. It will further extend its reach when NH Hotels Group joined in 2022, adding 360 more hotels.

An in-depth study of GHA member feedback and new consumer behavior has shown that travelers demand instant and fair rewards, not only for nights spent but also for spending, in a clear and straightforward manner. Consumers today like to feel part of the community and have the chance to have hotel experiences close to home. GHA DISCOVERY is built around three member-centric concepts: a new digital rewards currency, DISCOVERY Dollars (D $); Recognition, with more levels and multiple ways to progress and benefits from the first stay; and Live Local, inviting members to hotels even without a stay, through offers and experiences ranging from pool access to spa days, restaurants and more.

Dillip Rajakarier, CEO of Minor Hotels, commented: “Since joining GHA in 2007, we have grown and developed our own brands and membership in GHA fits perfectly with our multi-brand strategy. GHA has always demonstrated the value of a global clientele and offers a strong CRM and loyalty program for our hotels. We are therefore delighted to contribute to continued success and to offer additional benefits to our customers. Mr. Rajakarier joined the Board of Directors of GHA in 2018.

“Today’s discerning customers want to be recognized and rewarded instantly, wherever they travel and for whatever they spend, and GHA DISCOVERY now offers that flexibility, with the introduction of the world’s first digital reward currency. industry, DISCOVERY Dollars, allowing members to earn their very first stay and redeem it on future stays for spending at the hotel, room at restaurant, spa or golf course. With frequent local travel also the new normal due to ongoing travel restrictions linked to the pandemic, our new program is more accessible and generous, rewarding members at hotels closer to home, ”said GHA CEO Chris Hartley.

Beyond rewards and benefits, GHA DISCOVERY better leverages the emerging role of hotels and resorts as community and lifestyle hubs, harnessing consumers’ appetites for connecting with people and resorts. places and encouraging them to spend locally, giving a much needed boost to the hospitality sector and local economies.

With the launch of DISCOVERY Dollars circulating some D $ 75 million (equivalent to US dollars) in 2022, members will be motivated to spend, and GHA predicts that the introduction of the digital rewards currency will generate some 1.5 billion US dollars in the room. income alone.

“Ultimately, the new GHA DISCOVERY program will help revive popular international destinations while creating local traveler communities,” said Hartley.

“We take a very forward-looking approach to loyalty, not only by meeting the needs of today’s consumers, but by giving them a good reason to spend, by supporting the organic rebound of travel and hospitality as a key element of the global economic recovery in 2022. “

Unique hotel, resorts and palaces with culture and community at their heart

GHA DISCOVERY is also one of the most diverse loyalty programs in the world, with 35 distinct brands that deliver unique hospitality experiences. With NH hotel group joining GHA in early 2022, adding 360 more hotels in 30 countries across three brands – NH Hotels, NH Collection and nhow – members will have even more choices, as well as the ability to earn and redeem at over 800 properties across the world.

Ultra-luxurious hotels and resorts in GHA’s Ultratravel Collection are part of that offering, with its portfolio of premier properties in sought-after destinations, including remote islands and off the beaten track locations, attracting demand. travelers for tailor-made luxury travel experiences where privacy, social distancing and a sustainable approach to tourism are privileged.

This conscious travel movement, accelerated by the pandemic and embraced by GHA and its hotel brands, with the responsibility to give back to communities and the environment, is reflected in a special promotion to mark the relaunch of GHA DISCOVERY. Applicable to member bookings made on the GHA DISCOVERY site or the mobile application between 8e and 31st December 2021 for trips made before the 30e June 2022. GHA DISCOVERY will donate $ 1 per booking to charities supported by alliance brands spanning multiple causes including programs dedicated to children’s education, health care and social welfare, to environmental protection and animal welfare.

The main advantages of the new program include:

  • DISCOVERY DOLLARS (D $): A brand new digital reward currency where members earn D $ in any property in the GHA DISCOVERY collection to use on future stays. Upon check-out, D $ earned on previous stays can be used towards hotel room, room upgrades, meals, spa treatments or other extras. Members can earn D $ from day one, and the percentage earned on qualifying expenses increases with membership level status, from 4% to 7%.
  • EXTENDED MEMBERSHIP LEVELS: The new GHA DISCOVERY levels are Silver, Gold, Platinum and Titanium. New members achieve Silver status by joining the program and are entitled to benefits from their first stay. Level progression is easier and faster to access, thanks to an additional level added and more flexible criteria. Members can level up in three ways: number of nights / stays, spending on qualifying purchases, or number of hotel brands that have stayed. Titanium members can also benefit from Status Sharing, with the option to gift their level to a friend or family member each year.
  • LIVE LOCAL: Leveraging the stay trend, Live Local gives members access to GHA properties in their hometowns with stay offers for well-deserved breaks; Local offers for short periods of pleasure without a stay, such as access to the beach, the gym or the swimming pool, or special offers on catering and well-being; plus Experiences – bespoke member-only activities that immerse them in their culture or local community, from tours and classes to nature-related events and expeditions.

Membership in GHA DISCOVERY is free and travelers can register online or download the GHA DISCOVERY app and register on their mobile phone. Travelers can also connect with GHA DISCOVERY on Instagram and Facebook.


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