Consisting of the shareholder members and selected other member brands, the purpose of the Alliance Strategy Board is to discuss and recommend the strategic direction of Global Hotel Alliance for its member brands. It supports the growth trajectory of the alliance, by providing a reference point for new members and reinforcing productive relationships among the current members. It secures effective unanimity among the brands for major policies and initiatives undertaken, and helps to define and evolve the portfolio of products and services, with a particular focus on the GHA DISCOVERY loyalty programme.