Global Hotel Alliance’s (GHA) guest recognition program Discovery is going through some changes this year that the program teased about in late September (read more here).
GHA Discovery program is “evolving” starting in early December, and there are more nuggets available on their website what these are.
You can access GHA Discovery here.
New tier level:
GHA Discovery will introduce a new base level that is Silver when previously this was Gold.
Tier levels are:
- Silver
- Gold
- Platinum
- Black
Local Experience Awards:
GHA Discovery members haven’t earned free night awards or points, but rather Local Experience Awards redeemable at participating properties. All existing Local Experience Awards will expire on November 21, 2021, and will be replaced by some other “”exciting.”
Spend Based Qualification
GHA Discovery will soon use spend instead of nights consumed as the criteria for advancing between different member tiers. However, it is unclear if spending will be the only qualifying factor or if one can advance on nights too.
You can read more about the teaser email that GHA sent out last:
GHA Discovery “Evolving” From December 2021
Conclusion
I am not 100% convinced that what GHA Discovery currently needs is an extra membership tier? Perhaps making the program more rewarding in terms of stay benefits and free night awards would have been the way to go.
GHA’s problem is that it essentially is a collection of smaller chains and brands that are loosely tied together under the Discovery program. Let’ssee when all the enhancements and changes are announced.
