HotelsGlobal Hotel Alliance Discovery launches digital rewards currency in its loyalty programme utilised by over 30 hotel brands.

Hotel loyalty programme offers more bang with digital bucks

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Global Hotel Alliance anticipates the introduction of the digital rewards currency to generate US$1.5 billion for in-room revenue.
Global Hotel Alliance anticipates the introduction of the digital rewards currency to generate US$1.5 billion for in-room revenue. Photo Credit: Niccolo Changsha

Global Hotel Alliance (GHA) Discovery, a loyalty programme utilised by over 30 hotel brands, is launching the industry’s first digital rewards currency. Members can earn the Discovery Dollars (D$) right off the bat from their first stay, which can be subsequently used for room upgrades, late check-out, dining, spa treatments or other indulgences.

The new loyalty concept is meant to meet the needs of modern travellers who seek the immediate gratification of being rewarded and recognised instantly. “With frequent local trips being the new norm, our new programme is more accessible and generous, rewarding members at hotels closer to home,” said GHA CEO Chris Hartley.

Over 500 hotels across 85 countries have adopted the GHA Discovery loyalty programme. Hotel groups under the GHA Discovery programme include Pan Pacific Hotels Group, Capella Hotel Group, Marco Polo Hotels, and Niccolo Hotels.

Guests who are planning a stay at any properties under these hotel groups can sign up for the complimentary membership online or through the GHA Discovery app to start receiving new benefits and rewards.

In 2022, GHA will kickstart the new initiative by pumping D$75 million (worth the equivalent in US dollars) into circulation. The digital rewards currency is projected to generate some US$1.5 billion in room revenue alone.

Beyond Discovery Dollars, the revitalised GHA Discovery also features multiple ways to progress through the different tiers that offer a range of enhanced benefits; and a Live Local initiative that rewards members even without a stay, through offers and experiences from pool access to dining and more in the participating hotels.

To mark the programme’s relaunch and as part of GHA’s commitment to give back to communities, GHA will donate US$1 to charities for every member booking made on the GHA Discovery website or mobile app between 8th and 31st December 2021, for stays before 30 June 2022.

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