Cheval Collection joins Global Hotel Alliance

International news
Serviced apartment group Cheval Collection has signed an agreement with Global Hotel Alliance, joining the organisation’s loyalty programme GHA DISCOVERY. Global Hotel Alliance (GHA) is a collection of independent hotel brands. 

GHA DISCOVERY is free for guests to sign up to, with members collecting DISCOVERY Dollars (between four and seven per cent of their transaction) to redeem against future stays at any participating member property.

Cheval Collection is said to be the first serviced apartment operator to serve DISCOVERY members in Edinburgh.

Mohammed Alawadhi, mangling director of Cheval Collection, said: “Guests increasingly expect a loyalty programme as part of their stay and, as we expand around the world, GHA DISCOVERY offers the potential to raise our profile, while also delivering valued guest feedback.

“GHA DISCOVERY is the only loyalty scheme run by hotels, for hotels, encouraging direct bookings as well as providing additional marketing support and access to new markets and 26 million new customers. We want to be able to recognise and reward the loyalty of Cheval customers and GHA DISCOVERY, with its proven track record, is the most appropriate fit.”

Hotel member brands of GHA include Kempinski Hotels, Minor Hotel Group, Pan Pacific Hotels Group, Corinthia Hotels and more.