GHA Discovery is probably the biggest hotel loyalty program you may never have heard of. They cover 37 brands which is more than Marriott and they’ll soon hit 20 million members.
GHA – the Global Hotel Alliance – covers numerous smaller chains that skew towards luxury. The Discovery program is relaunching to become much more rewarding. Against the trend in the industry, the new program actually costs hotel owners more in order to give customers more. Elite status is becoming easier to earn, and benefits will become more consistent. And word is they’re even an easy status match.