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.