300-Unit Hotel Alliance Implements Global Guest Database, Res Platform

The Global Hotel Alliance (GHA), an alliance of independent hotel brands, has successfully deployed an alliance-wide technology platform in support of its new GHA Discovery loyalty program, announced in March. The multi-brand systems deployment is powered by Opera Enterprise Solution from Micros Systems, Inc., a worldwide provider of information technology solutions for the hospitality and retail industries.
Through the Micros Opera Customer Information System (OCIS) and a two-way real-time interface to the individual OCIS of GHA member brands and their Micros Opera property management systems, GHA is able to share guest information globally. By providing all properties with instant access to GHA Discovery membership profile information and preferences, GHA member hotels are able to better personalize and customize a guest’s stay, offering global recognition through one unified system.
As part of the multi-phased implementation of the new interfaced system, a consolidated, online booking tool for all member brands is available on the GHA.
GHA was founded in 2006 and has since grown to include twelve luxury hotel brands. Micros Systems serves as a strategic technology partner for the Global Hotel Alliance and its member hotel brands.
“We understood from the conception of the GHA Discovery program that a seamlessly integrated technology platform which instantly connected our member hotels would be essential to the program’s success,” says Chris Hartley, CEO of the Geneva-based Global Hotel Alliance. “Through this unique installation, we are able to truly enhance the guest experience and personal recognition.”
About GHA Discovery
Five years of technological development, collaboration, research and strategy went into creating GHA Discovery. Each member brand utilizes a consistent reservations and customer database platform enabling guests’ membership status and personal preferences to be recognized at all hotels, regardless of the brand.
GHA Discovery, a loyalty program that unites independent luxury hotel brands, was recently launched to deliver recognition and experience-based rewards across nearly 300 hotels globally, turning a business trip, weekend getaway or dream vacation into a voyage of discovery. With a heightened level of personalized service - not points - the program also provides access to more than 1,000 “Local Experiences” designed by the local hotel teams to provide exclusive access to exceptional, off-the-beaten path activities around the world.
GHA Discovery was built with the philosophy that recognition and authentic, local experiences are the true pillars of a rewarding hotel loyalty program today. Whether taking advantage of spare time on a business trip or exploring a destination through a local’s eyes, the guest experience begins with personal recognition at the front desk of each hotel and is made richer with exciting activities which are not readily accessible to the general public.
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