Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, which this year marks its 20th anniversary, is expanding its award-winning loyalty programme, GHA Discovery, to include luxury serviced apartments in London, Edinburgh and Dubai with Cheval Collection.

Once integrated later this year, Cheval Collection will offer the 26 million members of GHA Discovery benefits such as member rates and room upgrades, along with the ability to earn and spend Discovery Dollars (D$) – a transparent rewards currency that is spent like cash.

Each Cheval Collection residence brings a unique personality, offering apartments for any length of stay, from brief business trips to extended holidays.

Cheval Collection opened its first property in 1981, in Knightsbridge, London and currently owns and operates a portfolio of more than 800 apartments across nine locations in central London, three in Edinburgh and one in Dubai, all of which are well appointed within key neighbourhoods.

With an ambitious pipeline for future growth, Cheval Collection remains dedicated to providing its guests with superior service at all its destinations worldwide.

“We are thrilled to announce the addition of Cheval Collection to our alliance, marking our first venture into serviced apartments,” said Chris Hartley, CEO of GHA.

“Travellers are seeking larger accommodation options, and now they can enjoy recognition and rewards across a greater selection of properties and destinations, including Edinburgh, which we are excited to add.”

Mohammed Alawadhi, Managing Director of Cheval Collection, said: “Guests increasingly expect a loyalty programme as part of their stay and, as we expand around the world, Global Hotel Alliance offers the potential to raise our profile, while also gaining 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. Our goal is to recognise and reward the loyalty of our guests and GHA Discovery, with its proven track record, is the most appropriate fit.” – TradeArabia News Service