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Dubai Based Global Hotel Alliance Wins Best Up-And-Coming Loyalty Programme At The Freddie Awards 2022

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Dubai  Dubai basedGlobal Hotel Alliance (GHA) announces the win of the Freddie Award for the ‘Best Up-and-Coming Programme’ at last night’s award ceremony in New Orleans. GHA DISCOVERY, the world’s largest loyalty programme for independent hotel brands, was reimagined in December with innovations such as the industry’s first digital rewards currency, DISCOVERY Dollars (D$), meeting the needs of modern travellers with more rewards, recognition and opportunities to experience hotels and resorts at home or away.

Having launched in 2010, the GHA DISCOVERY programme has been adopted by all hotel brands in the alliance. It maintains its distinction as the programme for those who wish to experience travel more authentically.

With 40 brands and 800 hotels in 100 countries, after NH Hotel Group joins this summer, the collection is significant in size and known as one of the most diverse loyalty programmes globally, featuring distinct brands that offer unique hospitality experiences.

GHA DISCOVERY has a significant reach with 20 million members spanning every continent, which helped in the voting for the 2022 Freddie Awards, an annual event that garnered 2.5 million votes this year. The Freddie Awards are the longest standing and most prestigious recognition in the travel loyalty industry. Over the years, tens of millions of votes have been cast to allow members to recognise the loyalty programmes they appreciate most.

Kristi Gole, GHA’s Head of Product, accepted the award at the ceremony in New Orleans on Thursday, 21 April. “GHA is a challenger brand that remains dedicated to delivering something different for our hotels and our loyal members. It’s so rewarding to receive this recognition, signifying that our members appreciate what we offer and that they love our unique collection of brands.”

GHA received nominations in four categories this year, the first time making the list, and was honoured to win in the esteemed ‘Programme of the Year’ category for hotel programmes as the ‘201 award’ winner for Europe and Africa. This award represents the best Up-and-Coming Programme.

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