NH Hotel Group has officially joined Global Hotel Alliance

NH Hotel Group has officially joined the Global Hotel Alliance (GHA); the world’s largest alliance of independent hotel brands. The partnership includes the transformation of NH Rewards into the award-winning loyalty program GHA DISCOVERY, which will become NH DISCOVERY, creating an offering of more than 800 hotels and resorts across 40 brands in 100 countries. The program has 21 million members worldwide.

The entry of NH Hotel Group, one of the largest hotel chains in the world with more than 350 hotels in 30 countries under the NH Hotels, NH Collection and nhow brands, will significantly expand GHA DISCOVERY’s presence in Europe and the Americas. NH Hotel Group is majority owned by Minor Hotels, a Bangkok-based operator of more than 160 hotels and a shareholder of GHA. Minor’s global brands – Anantara, Avani, Elewana Collection, Oaks and Tivoli – are already members of the alliance and already participating in GHA DISCOVERY.

For NH Hotel Group, joining the alliance supports its strategic development plans in the luxury segment and in new markets where GHA has an established presence. The already 10 million existing NH Rewards members now receive privileges at more hotels, destinations and travel activities. In addition, they will keep their current points balance and benefits.

The formal announcement of the integration took place at a GHA event in Madrid, together with CEOs from several companies in the alliance. Ramón Aragonés, CEO of NH Hotel Group and Member of the Board of Directors of GHA, said: “Joining GHA and transforming NH Rewards into NH DISCOVERY is an important milestone for NH Hotel Group and our guests at a time when the The travel and hospitality industry is recovering at a rapid pace, as evidenced by the encouraging turnaround in our Q1 results, paving the way for growth and leveraging GHA’s geographic footprint to accelerate planned development in new markets where demand for our brands is strong.

Chris Hartley, CEO of GHA, welcomed NH Hotel Group to the alliance: “As our newest and largest company, NH not only enriches our global membership offerings by introducing new brands and providing access to new destinations and travel activities in North and South -America, Spain, Germany, Italy and Benelux, but also nearly doubling our customer base, creating significant opportunities for the GHA hotel brands and increasing our visibility.

The program
NH Rewards members can now take full advantage of the recently updated GHA DISCOVERY program, with benefits including: DISCOVERY Dollars (D$), where members can earn and redeem D$ at any property in the GHA DISCOVERY portfolio. The program includes enhanced benefits and privileges from the first stay at a wide choice of accommodations, including some of the world’s most luxurious hotels and resorts. Live Local, offers local lifestyle experiences, offers and promotions – from spa days to dinners, weekend getaways and more.

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This article is written by

Tijn Kramer