Global Hotel Alliance Relaunches Loyalty Program with New Features, Benefits

GHA DISCOVERY boasts 11 million members and will now offer members a digital rewards currency called the DISCOVERY Dollar (D$).
Michal Christine Escobar
Senior Editor, Hotels
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The new edition of GHA DISCOVERY, the world's largest loyalty programme for independent hotel brands, including founding member Kempinski Hotels, is officially launched today. Three very significant new features meet the needs of modern travellers and the 11 million members at the Global Hotel Alliance's current 500+ hotels in 85 countries: more benefits, expanded status levels and the ability to redeem rewards on a wide range of services and benefits at hotels and resorts not only when travelling, but also right on their doorstep at the nearest hotel, even without an overnight stay.

Most notable about the renewed program is the introduction of a digital rewards currency, the DISCOVERY Dollar (D$), which members can earn from day one during their stay and redeem for future room bookings and upgrades, as well as for spa treatments or dinners at the hotel – in the future even if they are not currently claiming a room. An additional plus are the extended membership levels (Silver, Gold, Platinum and Titanium), which are easier to achieve thanks to more flexible criteria, among other things, and do not only relate to expenses in connection with room bookings. As a Titanium member, you can even share your status with a person of your choice.

The "Live Local" offer in the new loyalty program corresponds to the trend towards short stays in the immediate vicinity of one's place of residence: Even without a stay, members can treat themselves to well-deserved breaks in this way and, for example, receive access to the hotel's own beach, gym, pool or reduced prices on meals or wellness in the hotel. With the so-called Experiences, tailor-made experiences in the local environment are also offered, from cultural events and courses to expeditions into nature.

"In response to new travel and lifestyle trends, and to meet the demands of modern travelers with greater flexibility, we are delighted to launch the enhanced KEMPINSKI DISCOVERY program," said Bernold Schroeder, Chief Executive Officer of the Kempinski Group and Chairman of the Board of Kempinski AG. "Feedback from our guests has shown us that loyalty program members highly appreciate being rewarded for all their spending - not just overnight stays. With the new program, we are responding to this shift in the best possible way, allowing guests to redeem rewards and benefit from all our services, even without an overnight stay.”

Considered one of the most diverse hotel loyalty programs in the world, GHA DISCOVERY will offer its members a choice of more than 800 properties worldwide to collect and redeem rewards in early 2022 with the addition of NH Hotel Group and its 360 hotels. For the relaunch, USD 1 per booking between 8 and 31 December 2021 via the GHA DISCOVERY website or app will be donated to charities supported by the alliance's brands in the areas of education for children, healthcare, social projects, the environment and animal welfare. 

More information on the loyalty program GHA DISCOVERY can be found here.