INTRODUCING DISCOVERY


Our success is underpinned by our award-winning guest recognition programme, DISCOVERY. Originally developed in conjunction with Micros Systems (now Oracle Hospitality), DISCOVERY was launched in 2010 as a shared guest recognition programme for independent hotel brands to use as a powerful, common platform. Our DISCOVERY technology is proprietary to GHA. Essentially, brands enrol their own guests into DISCOVERY, and market DISCOVERY to their guests as their own programme, for example, [Kempinski DISCOVERY] and [Alila DISCOVERY]. Our member brands benefit from the incremental revenue they receive from all DISCOVERY members, irrespective of which brand enrolled the guest. This lucrative cross-brand room revenue makes DISCOVERY unique in the industry. After enrolling into DISCOVERY, the guest receives all future communication with the branding of the enrolling brand – truly making it YOUR programme. Based on our marketing calendar, this allows member brands to customise GHA’s CRM activities, enhancing their own CRM strategy.




AN OWNER-FRIENDLY, LOW-COST PROGRAMME – PROVEN TO DELIVER INCREMENTAL REVENUE


Since its launch, 13 million guests have enrolled into DISCOVERY, producing $1.5 billion in room revenue for our member brands in 2017, including $100 million in cross-brand revenue. DISCOVERY offers our brands (and their hotel owners) a cost-effective and powerful recognition programme, with a membership base to rival the major brands, but without the associated expense of points and free nights. In contrast to big brand loyalty programmes, DISCOVERY is specifically designed to be an owner-friendly programme, rewarding guests with [Local Experiences], proven to be an effective way to encourage incremental business and higher average spend. We charge two fees to our brands – one for their repeat guests (to manage DISCOVERY as their guest recognition programme); and a commission for cross-brand guests that brands receive from other alliance brands. With our technology we can track every single room night produced by DISCOVERY, enabling our brands to achieve an average marketing ROI of X.Xx. Furthermore, Local Experiences are funded by GHA (deducted from our loyalty fee), meaning that brands do not need to account for any potential liabilities and that hotels are incentivised to reward their guests and encourage them to redeem, as there is no cost to them (the opposite of the big brand programmes).

BUILDING LOYALTY TO YOUR BRAND (NOT GHA)

Importantly, DISCOVERY builds loyalty to your brand, encouraging direct relationships through your website and providing invaluable guest data to assist with your CRM efforts. Over 70% of cross-brand revenue that we produce for our member brands is via brand.com. GHA’s role is more focused on B2B, supporting your B2C relationships. This is in contrast to the marketing consortia and soft brands which build brand loyalty to their brands, and maximise revenue through their channels (rather than your direct channels).

A GUEST RECOGNITION PROGRAMME THAT DRIVES LOYALTY

By avoiding giving guests points, to redeem for free nights, this has been very beneficial for our brands – allowing them to reward their high-value customers, without being penalised with lost room revenue and punitive fees.

Local Experiences are proven to be an effective way to encourage incremental business and higher average spend. Our data shows that when DISCOVERY members redeem their Local Experiences, they spend more on rooms and F&B, they stay longer, they repeat more, and they stay at new brands in the alliance.

COMPETING TOGETHER – TO LEVERAGE SCALE BENEFITS FOR OUR BRANDS

Furthermore, with our combined scale and over 500 hotels, our member brands benefit from scale discounts and preferred agreements with major technology and distribution providers.

Our member brands benefit from preferred pricing agreements with Oracle, Sabre and the large travel management companies, enjoying global preferred status. We also offer brands the option to use our technology, including our sales incentive programme, to promote intra-brand and cross-brand revenue, and utilise our umbrella agreement with meetings procurement firm, HelmsBriscoe.

MINIMAL UPFRONT COST: DESIGNED AS A PLUG-AND-PLAY OPERA SOLUTION

Designed to interface directly with Opera and Suite8 property management systems, DISCOVERY interfaces directly at PMS level. This requires a simple onsite installation for individual PMS or multi-property PMS setup. In addition to Opera, interfaces are in development for hotels using non-Opera PMS.

INTRODUCING A NEW RECOGNITION PROGRAMME, OR ENHANCING AN EXISTING ONE

Whether you are planning to introduce a new recognition programme for your brand, or considering ways to enhance or reboot an existing programme and increase your marketing return on investment (whilst still maintaining your brand identity and independence), DISCOVERY provides an attractive and powerful platform to encourage repeat guests, and attract new guests to your hotels, at a low cost of acquisition.

AN ALTERNATIVE APPROACH FOR LUXURY HOTELS

Within GHA’s 500 hotels, these are segmented from midscale to upscale to luxury. With those luxury hotels in mind, GHA created the [Ultratravel Collection], which accounts for around 15% of GHA member hotels. Ultratravel Collection operates as an elite segment of DISCOVERY, with a separate website featuring only those hotels selected to be in Ultratravel Collection, as well as separate CRM and social media strategies.

Ultratravel Collection provides a powerful alternative to the soft brands and marketing consortia. Leveraging the same powerful database of 13 million guests, we focus on delivering high marketing ROIs in contrast to legacy providers that lack our proprietary technology and have much fewer guests to market to.

Importantly, Ultratravel Collection is open for individual, luxury hotels to join (unlike GHA, which is solely for brands to join), and we do not prohibit hotels from working with various marketing consortia. We act in the hotel’s interest; ultimately giving hotel owners the best
of both worlds. Indeed, the Ultratravel Collection includes hotels which only participate in Ultratravel Collection, as well as hotels that participate in Ultratravel Collection and one of the marketing consortiums.




A GENUINE SPIRIT OF COLLABORATION


Building on the model of alliances in the airline industry, Global Hotel Alliance operates as an alliance for its member brands’ benefit. With an active CEO Committee and Alliance Strategy Board, made up of our members, our brands have a strong voice to shape the way the alliance works to their mutual success. Indeed, our brands are the best advocates of the value the alliance brings. As we look to the future, we are always open for like-minded, complementary brands to join us. If you feel that your brand would benefit from membership in the Global Hotel Alliance, we look forward to hearing from you and invite you to contact our team.





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