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$); Recognition, with more tiers and enhanced instant benefits; and Live Local, offering ‘around-the-corner’ lifestyle experiences, offers and promotions - from spa days to dining to weekend staycations and more.
“Our members spoke, and we listened. Our extensive market research study found travellers get frustrated with the complexity of points and miles and seek a more transparent, flexible and lifestyle-driven rewards scheme,” says Chris Hartley, GHA’s CEO. “With Discovery Dollars, we will have the first digital rewards currency in the industry, enabling members to cash in on their loyalty from the very first stay and to earn and redeem on a wide range of offerings, including upgrades, stays and exclusive experiences,”.
With the pandemic restricting overseas travel, and frequent local trips becoming the norm as consumers explore destinations on their doorstep, Hartley says the new loyalty program is richer and more accessible, enabling members to accumulate and spend rewards in hotels and resorts closer to home, with or without a stay. These key benefits are at the heart of GHA DISCOVERY and will be delivered by the 35 brands of the alliance, with their own individuality and cultural diversity.”
Key benefits of the new program:
- Discovery Dollars (D$): An all-new digital rewards currency where members earn D$ automatically at any property in GHA DISCOVERY’s collection for use on future stays. At check-out, D$ earned on previous stays can be used towards the hotel room, room upgrades, dining, spa treatments, or other extras. Members can earn D$ from Day One, and the percentage earned on eligible spend increases with membership tier status, starting at 4% and rising to 7%.
- Expanded Membership Tiers: The new GHA DISCOVERY tiers are Silver, Gold, Platinum and Titanium. New members achieve Silver status on joining the programme and are entitled to benefits from their first stay. Tier upgrades are easier and faster to access, thanks to an extra tier added and more flexible criteria. Members can move to the next tier in three ways – the number of nights/stays, spend across eligible purchases, or the number of hotel brands stayed in. Titanium members can also benefit from status sharing, with the option to gift their tier to a friend or family member each year.
- Live Local: Tapping into the staycation trend, Live Local gives members access to GHA properties in their hometown through Stay Offers for well-deserved breaks; Local Offers for short bursts of enjoyment without a stay, such as access to the beach, gym or pool, or special deals on dining and wellness; plus Experiences – bespoke member-only activities that immerse them in their local culture or community, from tours and classes to events and nature-bound expeditions.
GHA Discovery is complimentary to join, and travelers can sign up online or download the GHA Discovery app and register on their mobile phones.