Chris Hartley

Chris Hartley, CEO of Global Hotel Alliance (GHA), shares insights from his 21 years leading the largest alliance of independent hotel brands. He discusses the pivotal role of GHA's Discovery loyalty program, emphasizing how simplicity and innovative strategies drive guest loyalty and direct bookings. The conversation highlights the shift from traditional rewards systems to the 'Discovery Dollars' approach, the importance of collaboration among smaller hotels, and the growing need to adapt loyalty models to ever-changing travel preferences.