Travellers demand to be rewarded for spending reveals global study

UAE headquartered Global Hotel Alliance embraces consumer demand for more flexibility with the introduction of the industry’s first digital rewards currency.

The reimagination of GHA DISCOVERY, the world's largest loyalty programme for independent hotel brands, is officially launched, meeting the needs of modern travellers with more rewards, recognition and opportunities to experience hotels and resorts at home or away.

Operated by the UAE headquartered Global Hotel Alliance (GHA), the programme, which embraces new travel and lifestyle trends, encompasses more than 500 hotels across 35 brands in 85 countries; (23 properties across 7 brands in the UAE alone); and serves more than 11 million members. It will expand its reach further when NH Hotels Group joins in 2022, adding another 360 hotels.

An extensive GHA member feedback study and new consumer behaviour showed that travellers are asking to be rewarded instantly and fairly, not just for nights stayed but also for spend, in a clear and straightforward way. Today’s consumers like to feel part of the community and the chance to enjoy hotel experiences close to home.

GHA DISCOVERY is modelled around three member-centric concepts: a new digital rewards currency, DISCOVERY Dollars (D$); Recognition, with more tiers and multiple ways to progress and benefits 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.

“Today’s discerning guests want to be recognised and rewarded instantly, wherever they travel and for whatever they spend, and GHA DISCOVERY now offers this flexibility, with the introduction of the industry’s first digital rewards currency, DISCOVERY Dollars, enabling members to earn from their very first stay and redeem on future stays for in-hotel spend, from room to dining and spa or golf. With frequent local trips also the new norm due to ongoing pandemic-related travel restrictions, our new programme is more accessible and generous, rewarding members at hotels closer to home,” said GHA CEO Chris Hartley.

Beyond rewards and benefits, GHA DISCOVERY better leverages the emerging role of hotels and resorts as community and lifestyle hubs, tapping into consumer appetite for connection to people and places and encouraging them to spend locally, giving a much-needed boost to the hospitality sector and local economies.

With the launch of DISCOVERY Dollars pumping some D$75 million (worth the equivalent in US$) into circulation globally in 2022, members will be motivated to spend, and GHA anticipates the introduction of the digital rewards currency will generate some $1.5 billion in room revenue alone.

“Ultimately, the new GHA DISCOVERY programme will help the revival of popular international destinations while building local travel communities,” said Hartley. “We are taking a very forward-looking approach to loyalty, not only meeting the needs of today’s consumers but giving them a good reason to spend, supporting the organic rebound of travel and hospitality as a key part of the global economic revival in 2022.”

— business@khaleejtimes.com