Luxury hotel alliance ups the ante with loyalty rewards

HOTELS have been looking for ways to stand out from the crowd in a bid to attract more customers amid the economic downturn.

Some have cut prices, others have offered an extra night’s stay for free, while others offer complementary dinners.

However, the Global Hotel Alliance (GHA), which is the world’s largest alliance of independent hotel brands, recently launched its own initiative called GHA Discovery, which is the first ever loyalty programme uniting independent luxury hotels around the world.