Cheval Collection has launched its guest loyalty programme, Cheval Discovery, in partnership with Global Hotel Alliance.
The group is the only serviced apartment operator to have joined the programme. It has more members than any other loyalty program in the industry.
GHA Discovery offers its members the option to redeem their earnings on more than 800 high-end properties.
Cheval Collection Managing director Mohammed Alawadhi The statement read: “Loyalty programs have become an important part of every guest’s stay. GHA Discovery gives us the chance to reward and recognise our loyal Cheval guests, many of whom return to our properties all over the world.
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“GHA Discovery’s track record is proven, and with its focus of luxury brands it is an ideal fit for us here at Cheval.”
Nick Pilbeam is Chief Commercial Officer at Cheval Collection. He said that GHA Discovery was the largest alliance of luxury hotels in the world. They offer VIP recognition to their loyal customers and encourage direct bookings. In addition, they provide marketing support and access to 30 million additional customers.
The programme will provide us with additional feedback from guests, allowing us to fine-tune our service as we expand internationally.
GHA is the world’s largest alliance of independent hotels and residence brands, with key shareholders including Kempinski, Minor Hotels, Pan Pacific Hotels & Resorts and Corinthia Hotels.
The program is open to all guests and members can join for free. They will receive Discovery Dollars equivalent to 4% of the transaction value, which they may redeem on future stays with any participating member.
The four levels of membership also include discounts of 10% or more off the best rate, free wifi, local offers and events for members only, and other rewards.
Cheval Collection has been busy signing deals throughout EMEA. The opening of the Cheval Maison – Expo City Dubai Cheval collection now has over 950 homes, up from more than 300 when it opened its Lexham Gardens By Cheval Maison property in London 2021.
Cheval Maison West Regent Glasgow is set to open its doors in Glasgow in early 2026. The group will also debut in Saudi Arabia 2027. Cheval Ladun Living in Riyadh.
