Let's Talk Loyalty
#573: Global Hotel Loyalty Insights with GHA Discovery
Aug 8, 2024
Jelena Kezika, Senior Director of Strategy for the Global Hotel Alliance, shares insights on the GHA DISCOVERY loyalty program, which connects over 800 independent hotels worldwide. She discusses the emotional ties of loyalty programs shaped by childhood experiences and the balance between transactional and meaningful engagement. Jelena also explores the evolution of hotel loyalty, focusing on local experiences and sustainability. Lastly, she emphasizes collaboration in hospitality to enhance guest satisfaction and the importance of adapting to customer expectations.
40:57
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Quick takeaways
- GHA Discovery’s unique loyalty program fosters community engagement through distinctive features like Discovery Dollars and local experiential offerings.
- Sustainability is a fundamental theme for GHA Discovery, integrating philanthropic initiatives that connect members with local charitable causes and promote eco-friendly practices.
Deep dives
GHA Discovery Overview and Growth
The Global Hotel Alliance (GHA) excels as a consortium of independent hospitality brands, offering a unique loyalty program known as GHA Discovery. This program currently includes over 800 hotels across 100 countries, catering to 27 million members. Originally launched in 2010, GHA Discovery has evolved significantly, focusing on innovative features such as local experiences and a commitment to adapting to the changing needs of travelers. The program not only emphasizes traditional rewards but also prioritizes recognition and local cultural engagements for its members.
