NH Hotel Group joins the Global Hotel Alliance
The hotel chain migrates its NH Rewards loyalty program to NH Discovery
NH Hotel Group has today joined the Global Hotel Alliance (GHA), the world's largest alliance of independent hotel brands. This alliance includes the transformation of NH Rewards, NH's loyalty program, into the award-winning loyalty program GHA DISCOVERY, becoming NH DISCOVERY, and thus creating a hotel offer with more than 800 hotels and resorts, from 40 brands, in 100 countries for 21 million people.
NH Hotel Group is one of the largest hotel companies in the world and brings to the alliance more than 350 properties in 30 countries, and three brands -NH Hotels, NH Collection and nhow-, expanding GHA DISCOVERY's presence in Europe and America. NH Hotel Group is majority owned by Minor Hotels, a hotel operator with more than 160 hotels, based in Bangkok and a shareholder of GHA. Minor Anantara brands, Avani, Elewana Collection, Oaks and Tivoli, are already member brands of the alliance and participate in GHA DISCOVERY.
The agreement with GHA is in line with NH Hotel Group's strategic development plans in the luxury segment and growth in new markets in which the Alliance has a consolidated presence. From now on, the 10 million current NH Rewards members will be spoiled for choice, with rewards and recognition in new hotels and destinations that offer compelling travel experiences. Current NH Rewards members will retain the value of their points and other benefits, including up to a 10% discount and additional rewards for booking the NH website.
The announcement took place this morning at a joint GHA and NH event in Madrid attended by the CEOs of the Alliance member brands. Ramón Aragonés, CEO of NH Hotel Group and member of the GHA Board of Directors, added: "The incorporation into GHA, and the transformation of NH Rewards into NH DISCOVERY, marks an important milestone for NH Hotel Group and our clients at a time when which the travel and hospitality industry is recovering at a good pace, as evidenced by the encouraging turnaround in our first quarter results. This alliance paves the way for growth. Thanks to the presence of GHA in other territories we will be able to accelerate the planned development in new markets where the demand for our brands is getting stronger".
In the words of Chris Hartley, CEO of GHA "NH Hotel Group, as our most recently incorporated and largest company, not only enriches the global offer to our members with new brands but also provides access to new destinations and hotel experiences in America, Spain, Germany, Italy and the Benelux, as well as nearly doubling our member base, further amplifying our marketing power."