GLOBAL HOTEL ALLIANCE RESEARCH REVEALS INDEPENDENT LOYALTY PROGRAMMES ARE GAINING GROUND AS TRAVELLERS FAVOUR TANGIBLE TRANSPARENT REWARDS OVER COMPLEX POINTS SYSTEMS

Kristi Gole, Executive Vice President of Strategy at Global Hotel Alliance, commented: “Travelers are telling us loud and clear – they want loyalty programs that are simple, transparent, and actually make their stays better. They’re looking for benefits that feel personal, immediate, and valuable. GHA DISCOVERY is responding to that call.”