The competitive world of customer loyalty is always evolving, as brands battle to secure repeat business from guests. In a hospitality landscape increasingly dominated by a handful of companies, it’s harder than ever for smaller groups to maintain their competitive edge.
The Global Hotel Alliance (GHA) aims to level the playing field with the relaunch of GHA DISCOVERY, a competitive loyalty programme that offers generous rewards, faster tier progression and the world’s first digital rewards currency, DISCOVER Dollars (D$).
DISCOVERY members earn D$ as a percentage of their spend at any GHA member hotel - which include brands such as Kempinski, Anantara, Capella and Corinthia, to name a few - irrespective of whether they book an overnight stay. The amount of D$ earned depends on the membership tier, from 4 per cent rewards for Silver members to 7 per cent rewards for Titanium members, and can be earned and redeemed at restaurants and bars, spas and golf courses, as well as on room nights.
Members can progress through tiers either by staying for a certain number of room nights, achieving a certain minimum spend, or by staying across multiple GHA member brands in a set period. The GHA currently includes more than 500 hotels across 35 different brands.