GHA Discovery - Loyalty Transformation

Background:

GHA DISCOVERY, launched in 2010, is a loyalty program designed to help the independent hotel brands of Global Hotel Alliance (GHA) compete with major chains. It now rewards 25 million members across 40 brands and 800 hotels in 100 countries, generating over $2 billion in revenue. The program has won over 120 industry awards for its innovations.

Conception:

By 2020, GHA DISCOVERY faced stagnation and increased competition. Partnering with C Space, GHA engaged in a project to understand customer desires and co-create a more relevant program. This included ideation contests, expert interviews, and 'Big Talks' in major cities, followed by a global survey. The resulting program focuses on:

1. Recognition: More tiers and benefits, with room upgrades as the top-ranked benefit.
2. Rewards: Introducing DISCOVERY Dollars (D$), a transparent digital currency that members earn for hotel spend (4%-7% back) and can use toward their bill.
3. ‘Live Local’: Offering members access to hotel amenities and discounts even without an overnight stay.

Unique Innovations:

• D$: Unlike traditional points systems, D$ acts as a straightforward rebate, akin to cash, simplifying the redemption process for members.
• Live Local: Engages local members by promoting hotel restaurants, spas, and events, driving incremental revenue and member benefits.

Implementation:

The transformation was funded by a multi-million investment from shareholders. A project team of 25 associates led by the head of strategy managed all aspects, from technology to marketing. Keeping GHA brands informed and engaged, 52 project update meetings were held across various committees.

Despite pandemic challenges, the new program launched in December 2021.

The program has received 28 awards, including “Best up-and-coming Program” at the Freddies and “Loyalty Redefined” at the International Loyalty Awards.