Global Hotel Alliance’s Discovery program has sent out another teaser email to program members about the changes in December that is very light on information but confirms a couple of aspects that we have previously reported.
The program’s new name will be GHA Discovery, and there will be an additional status level (do they need another one), and Local Experience Awards are discontinued (and replaced by Discovery Dollars based on a comment left by a reader).
You can access GHA Discovery here.
Here are further hints on an email sent out today:
This is nothing new. I am sure that anyone is aware that they can use F&B outlets at hotels even when they are not staying. Many chains, especially in Asia, offer and promote dining programs for locals that can wine and dine, usually at 50% off with various other coupons, sometimes even accommodation ones, when they join for a fee.
Perhaps this means that you get some benefits or points also when not staying?
Another membership level? SPG was very successful by having only two Gold and Platinum (+ an Ambassador for heavy spenders) with a clearly defined set of benefits.
Many programs overthink when they have four/five different tiers and make programs too complicated to understand for both hotel guests and employees.
It is interesting what kind of mix GHA Discovery will offer to move between tiers; there could be several variables from nights to stays, various brands visited, or even how much you have spent at their affiliated hotels.
Global Hotel Alliance is essentially a collection of loosely affiliated smaller brands. However, one could argue that Minor Hotels-owned brands will dominate the selection once the NH Hotels join next year.
Let’s see what GHA Discovery has to offer when they relaunch the program later this year.
The main question is will they offer free night awards based on the number of points earned, or will they continue to be purely a guest recognition program.
There would be demand for a robust loyalty program that would bring these independent brands under one umbrella, but I am sure that it is not an easy task to get them all to agree upon rules and benefits.