SUCCESSFUL CUSTOMER LOYALTY PROGRAMME: 20 YEARS OF GLOBAL HOTEL ALLIANCE CELEBRATED AT HOTEL ADLON KEMPINSKI (Switzerland)
The Global Hotel Alliance (GHA), including founding member Kempinski Hotels, celebrated its milestone birthday in style at the Hotel Adlon Kempinski Berlin. |
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SUCCESSFUL CUSTOMER LOYALTY PROGRAMME: 20 YEARS OF GLOBAL HOTEL ALLIANCE CELEBRATED AT HOTEL ADLON KEMPINSKI (Switzerland)
The Global Hotel Alliance (GHA), including founding member Kempinski Hotels, celebrated its milestone birthday in style at the Hotel Adlon Kempinski Berlin. |
Category: Europe - Switzerland - Events -
Communication/Marketing
This is a press release selected by our editorial committee and published online for free on 2024-04-24
 GHA CEO Chris Hartley with shareholders and Boney M at the 20th anniversary celebration
Photo credit © Kempinski Hotels & Resorts
GHA was conceived along the airline alliance model, with the goal of helping independent hotel brands to compete with the major global players, and to become less dependent on high-cost third parties for distribution.
The majority of the alliance’s 800 hotels are owner-operated and GHA gives them the tools, technology and marketing reach that are difficult to achieve alone.
"We are very proud to be a founding member and partner of the Global Hotel Alliance," said Amanda Elder, Chief Commercial Officer Kempinski Hotels and Member of the Management Board.
"Our members enjoy VIP benefits and generous rewards at home or away. Kempinski DISCOVERY members earn and pay with our exclusive currency, DISCOVERY Dollars (D$), and enjoy outstanding experiences curated by the hotels especially for our members. Our DISCOVERY Dollars can also be used to purchase services at a hotel near the member's home without having to book an overnight stay."
“The hospitality industry has seen significant consolidation over the last two decades, making it costlier for the smaller players to maintain market share; nonetheless, many owners remain fiercely independent, and so collaboration with like-minded independent brands is a great way to remain competitive”, says GHA CEO Chris Hartley.
“We are majority-owned by two of our founder member brands Kempinski and Pan Pacific, plus Minor and Corinthia, and our primary goal has always been to drive incremental revenue and reduce costs for their hotels, rather than to maximize profit for the alliance.”
GHA now has 40 brands with 800 hotels in 100 countries and continues to grow. In Q1 alone,the alliance welcomed The Lore Group and Cheval Collection as its latest member brands.
All GHA member brands and hotels share one loyalty platform – GHA DISCOVERY – which in 2023 delivered US$2.3 billion in total revenue and 10 million room nights from its 26 million members; and the unique, multi-brand loyalty program has won 120 awards for its programme innovation.
About Kempinski
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 82 hotels and residences in 35 countries and currently has more than 34 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.
About Global Hotel Alliance (GHA)
Global Hotel Alliance (GHA) brings together a diverse 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 40 brands with more than 800 hotels in 100 countries. The award-winning GHA DISCOVERY programme serves 26 million members and generated $2.3 billion in revenue and 10 million room nights in 2023. GHA’s brands currently include Anantara, Araiya, ASMALLWORLD, Avani, Bristoria, Capella, Corinthia, Divani, Doyle, Elewana, JA Resorts, Kempinski, Leela, Lore, Lungarno, Maqo, Marco Polo, Mysk, NH Collection, NH Hotels, nhow, Niccolo, Nikki Beach, NUO, Oaks, OUTRIGGER, Pan Pacific, PARKROYAL COLLECTION, PARKROYAL, Patina, The Residence by Cenizaro, The Set Collection, Shaza, Sukhothai, Sun International, Tivoli, Ultratravel Collection and Viceroy.
About GHA DISCOVERY
Launched in 2010, GHA DISCOVERY is the world’s largest loyalty program for independent hotel brands, featuring more than 800 hotels, resorts, and palaces across 40 brands. Members enjoy VIP recognition, thoughtful benefits and generous rewards at home or away. GHA DISCOVERY members earn and spend DISCOVERY Dollars (D$), an exclusive rewards currency. They also enjoy member-only Experiences curated by each hotel, plus they have access to properties close to home, without a stay, through member only.
 GHA team at the 20th anniversary celebration
Photo credit © Kempinski Hotels & Resorts
 Hotel Adlon Kempinski Berlin
Photo credit © Kempinski Hotels & Resorts
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