Global Hotel Alliance (GHA), Dubai, has reimagined its GHA Discovery loyalty program that shifts away from counting points and miles in favor of a more transparent, flexible and lifestyle-driven rewards scheme.
The new emphasis is on providing opportunities for travelers to accrue and redeem rewards close to home — even in their own city — without an overnight hotel stay; the ability to earn and cash in on their loyalty from the first stay and to redeem a wide range of benefits; and an expanded way to redeem loyalty benefits that plays upon consumers’ desire for experiences and lifestyle enhancements.
The program encompasses the GHA’s more than 500 hotels across 35 brands in 85 countries and serves more than 11 million members. It will expand its reach further when NH Hotels Group joins in 2022, adding another 360 hotels.
GHA Discovery is modeled around three member-centric concepts: a new digital rewards currency, Discovery Dollars (D$), where members can earn D$ at any property in the collection for use on future stays; Recognition, with more tiers and multiple ways to progress from the first stay; and Live Local, inviting members into the hotels even without a stay, through offers and experiences from pool access to spa days to dining and more.
More on Discovery Dollars: 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%.
With the launch of Discovery Dollars pumping some US$75 million (worth the equivalent in US$) into circulation globally in 2022, members will be motivated to spend, and GHA anticipates the introduction of the digital rewards currency will generate some US$1.5 billion in room revenue alone.
The new GHA Discovery tiers are Silver, Gold, Platinum and Titanium. New members achieve Silver status upon joining the program and are entitled to benefits from their first stay. Tier progression is easier and faster to access, GHA says, because an extra tier has been added and due to 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.
Tapping into the staycation trend, Live Local gives members access to GHA properties in their hometown through Stay Offers for 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; and Experiences – bespoke member-only activities that immerse them in their local culture or community, from tours and classes to events and nature-bound expeditions.
For bookings made until the end of 2021 and travel completed by June 30, 2022, GHA will contribute US$1 per booking to charities supported by alliance brands, including programs dedicated to education for children, healthcare and social wellbeing, environmental protection and animal welfare.