Global Hotel Alliance (GHA) has expanded its GHA DISCOVERY loyalty programme by introducing personalised Local City Tours through a partnership with City Unscripted.
The new category, available in 15 major destinations
including Dubai, London, Paris, Tokyo, and Singapore, offers private, locally
hosted experiences tailored to members’ interests, from food and culture to
neighbourhood exploration.
Consumer research by GHA found that eight in 10 members
believe travel changes how they view the world, highlighting rising interest in
immersive, locally focused and sustainable experiences.
Reflecting on this trend, Jelena Kezika, VP Strategy at
Global Hotel Alliance, said: "As travellers increasingly seek meaningful
and transformative experiences, loyalty programmes must continuously adapt to
meet these evolving expectations. At GHA, we are committed to helping our
members create deeper connections with destinations, cultures, and local
communities, whether they are travelling abroad or discovering hidden gems
closer to home."
"Local Offers are redefining the way our members
connect with our hotel brands by making luxury hospitality accessible beyond
the traditional overnight stay. Whether it's indulging in a rejuvenating spa
treatment, dining with friends, spending a day by the pool, or working remotely
from a stylish hotel environment, these experiences allow members to integrate
the benefits of GHA DISCOVERY into their everyday lives. The strong demand for
dining, wellness, and complimentary access offerings highlights the growing
desire for flexible, lifestyle-focused Local Offers and Experiences that enrich
both home and travel. This momentum speaks to our commitment to enhancing the
GHA DISCOVERY programme and the member experience”, concludes Kezika. -TradeArabia News Service