NH Hotel Group joins Global Hotel Alliance
Madrid based NH Hotel Group, which is majority-owned by Thailand’s Minor Hotels, is joining the Global Hotel Alliance and will merge the NH Rewards loyalty programme with GHA’s DISCOVERY in early 2022.
It will then make DISCOVERY as one of the 10 largest loyalty programmes in the hospitality sector, with over 900 participating hotels.
"NH will strengthen the alliance during what has been a difficult period for the hospitality industry, further leveraging our collective buying power and collaborative marketing efforts," said Chris Hartley, GHA’s CEO.
GHA is preparing to launch a redesigned version of DISCOVERY during the fourth quarter of 2021.
It will offer new features, including a digital rewards currency and benefits and offers for local members even when not staying in the hotel.
DISCOVERY was first launched in 2010.
"Being part of Minor Hotels, we are already expanding NH’s presence into new markets, such as Australia. With Minor brands participating successfully in the DISCOVERY loyalty programme for many years, this was a logical step for NH and our customers," said Ramon Aragones, CEO of NH Hotel Group.
Aragones will join GHA’s board of directors.
Minor Hotels operates more than 160 hotels and is a GHA shareholder.
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