Geneva - 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 programme is the introduction of the industry's first 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 programme 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 travellers with greater flexibility, we are delighted to launch the enhanced KEMPINSKI DISCOVERY programme," 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 programme members highly appreciate being rewarded for all their spending - not just overnight stays. With the new programme, 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 programmes 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 programme GHA DISCOVERY can be found here.
About Global Hotel Alliance (GHA)
Global Hotel Alliance (GHA) brings together a unique collection of independent hospitality brands with GHA DISCOVERY, a multi-brand loyalty programme leveraging a shared technology platform. Through membership in GHA, brands expand their global reach, drive incremental revenue, and reduce dependence on third-party channels, all while maintaining management independence and individual positioning. GHA represents a collection of 35 brands with over 500 hotels in 85 countries serving 11 million members. The award-winning GHA DISCOVERY programme generates approximately $2 billion in revenue and more than eight million room nights annually. GHA’s brands currently include Anantara, Araiya, Avani, Campbell Gray, Capella, Corinthia, Discovery Destinations, Divani, Doyle, Elewana, Fauchon, GLO, JA Resorts, Kempinski, Leela, Lungarno, Marco Polo, Mysk, Niccolo, Nikki Beach, NUO, Oaks, Outrigger, Pan Pacific, PARKROYAL COLLECTION, PARKROYAL, Patina, The Residence by Cenizaro, Shaza, Sukhothai, Sun International, Tivoli, Ultratravel Collection and Viceroy. For more information, visit globalhotelalliance.com.
About GHA DISCOVERY
Launched in 2010, GHA DISCOVERY is the world’s largest loyalty programme for independent hotel brands, featuring more than 500 hotels, resorts and palaces across 35 brands. Members enjoy VIP recognition, thoughtful benefits and generous rewards at home or away. Recently the programme has evolved to include an additional tier and flexible paths to upgrade through nights/stays, eligible purchases or number of brands stayed, making it easier and faster for members to reach elite status. Unlike more traditional programmes, GHA DISCOVERY does not ask members to count points towards their next upgrade. Instead, members earn and spend DISCOVERY Dollars (D$), an exclusive rewards currency. They also enjoy members-only Experiences curated by each hotel and have access to properties close to home, without a stay, through member-only Local Offers.
Created in 1897, Kempinski Hotels is Europe's oldest luxury hotel group. Kempinski's rich heritage of impeccable personal service and superb hospitality is complemented by the exclusivity and individuality of its properties. Today the Kempinski Group operates 81 hotels and residences in 35 countries and currently has more than 26 prestigious projects under development around the globe. Each five-star hotel reflects the strength and success of the Kempinski brand without losing sight of its heritage; each one imbues the quality guests have come to expect from Kempinski while embracing the cultural traditions of its location. The portfolio comprises historic landmark properties, award-winning urban lifestyle hotels, outstanding resorts and prestigious residences. Kempinski is a founding member of the Global Hotel Alliance (GHA), the world's largest alliance of independent hotel brands. www.kempinski.com www.ghadiscovery.com