Jelena Kezika

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.