Cheval Collection launches loyalty programme with GHA
GHA Discovery has in excess of 30 million members around the world and offers members the flexibility to redeem earnings against more than 850 high-end properties.
Cheval Collection Managing Director Mohammed Alawadhi said: 'Loyalty programmes have become an essential part of every guest stay and GHA Discovery offers the opportunity to recognise and reward our loyal Cheval customers, many of whom are repeat visitors to our properties around the world.
'GHA Discovery has a proven track record and, with its focus on luxury brands, is an appropriate fit for us at Cheval Collection.'
Nick Pilbeam, Chief Commercial Officer, Cheval Collection, said: 'GHA Discovery is the world's largest alliance of luxury hotels, offering VIP recognition for loyal guests and encouraging direct bookings, in addition to providing marketing support, access to new markets and 30 million new customers.
'The programme will also deliver additional guest feedback, helping us to hone our offering as we expand globally.'
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 programme is free for guests to join and, under it, members collect Discovery Dollars equal to 4% of their transaction, which they can redeem against future stays at any participating member property.
Other rewards across the four tiers of membership include a discount of at least 10% or more on best available rates, free wifi and members-only local offers, events and experiences.
The launch came as Cheval Collection continued to sign deals across EMEA. The opening of the Cheval Maison – Expo City Dubai in March took Cheval Collection to over 950 units, after adding more than 300 since opening its Lexham Gardens by Cheval Maison property in London in 2021.
Early 2026 will see the opening of the Cheval Maison West Regent Glasgow, with the group also due to make its debut in Saudi Arabia in 2027, with Cheval Ladun Living, located in Riyadh.
About Cheval Collection
Cheval Collection is an award-winning hospitality company specialising in high quality serviced apartments worldwide. The collection includes the Cheval Residences, Cheval Maison and MY Locanda brands. Cheval Collection has extensive expertise and resource available to take on new projects, from inception to opening alongside support functions across the business, from technical services, operations and facilities management to revenue and reservations, human resources and sales and marketing. www.chevalcollection.com
Social Media Handles - Cheval Collection
Twitter – @Cheval_Global
Facebook – @ChevalCollection
Instagram - @chevalcollection
LinkedIn – linkedin.com/company/cheval-collection
Cheval Collection press information, interview requests and images:
Emily Newman or Katherine Doggrell at NewDog PR
emily@newdogpr.co.uk or katherine@newdogpr.co.uk
About NewDog PR
NewDog PR is a strategic PR business for hotels, with a focus on the investment arm of the sector. Launched in 2020 by hotel sector enthusiasts Katherine Doggrell and Emily Newman, NewDog PR is driven by a need for clear, gripping PR in a market rapidly moving into the mainstream for investors. The agency is working with companies across the hotel stack and is eager to talk to anyone who feels they have a tale to tell. www.newdogpr.co.uk
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