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GHA Discovery, a loyalty program for independent hotel brands, which will be officially relaunched in early December with a goal of meeting traveler demand for more rewards, recognition and opportunities to enjoy hotels and resorts at home or away.
Operated by Global Hotel Alliance (GHA), the program is in tune with trends shaping travel’s future, encompasses more than 500 hotels across 35 brands in 85 countries, and will expand its reach further when NH Hotels Group joins in 2022, adding another 360 hotels.
Designed in response to member feedback and evolved consumer behavior, with travelers asking for more flexibility on how they earn and spend, including the chance to accrue and redeem rewards close to home, GHA Discovery is modelled around three member-centric concepts: a new simplified digital rewards currency, Discovery Dollars (D$); Recognition, with more tiers and enhanced instant benefits; and Live Local, offering ‘around-the-corner’ lifestyle experiences, offers and promotions - from spa days to dining to weekend staycations and more.
“Our members spoke, and we listened. Our extensive market research study found travellers get frustrated with the complexity of points and miles and seek a more transparent, flexible and lifestyle-driven rewards scheme,” says Chris Hartley, GHA’s CEO. “With Discovery Dollars, we will have the first digital rewards currency in the industry, enabling members to cash in on their loyalty from the very first stay and to earn and redeem on a wide range of offerings, including upgrades, stays and exclusive experiences,”.
With the pandemic restricting overseas travel, and frequent local trips becoming the norm as consumers explore destinations on their doorstep, Hartley says the new loyalty program is richer and more accessible, enabling members to accumulate and spend rewards in hotels and resorts closer to home, with or without a stay. These key benefits are at the heart of GHA DISCOVERY and will be delivered by the 35 brands of the alliance, with their own individuality and cultural diversity.”
Key benefits of the new program:
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