On this episode of Destination on the Left, I talk with Kristi Gole, EVP of Strategy at Global Hotel Alliance (GHA), about the importance of collaboration and how the alliance helps these hotels compete against the world’s largest brands. Kristi shares examples of brand partnerships that GHA’s loyalty program has allowed them to start with complementary luxury brands, and she gives us a great formula for evaluating partnership opportunities.

What You Will Learn in This Episode:

• How GHA became the largest alliance of independent hotel brands and the benefits this provides to its members.
• Why the GHA Discovery loyalty program was transformed into “Discovery Dollars” and how this new approach is more rewarding for members.
• What strategies Kristi Gole used to attract high-net-worth customers and enhance customer engagement.
• How the collaborative environment within GHA helps independent hotel brands compete globally, share best practices, and grow.
• Why Kristi values deep relationships over standard partnerships and how aligning with like-minded partners can lead to successful collaborations.
• What key technological and operational challenges GHA faced, and how ensuring tech compatibility is crucial for a seamless customer experience.

A Collective Strength in Hospitality

Formed in 2004, GHA’s mission was to aid independent hotels in competing globally against large hotel chains. Today, it’s the largest alliance of independent hotel brands, comprising 40 brands and 800 hotels across 100 countries. This alliance offers a collaborative platform for these brands to share resources, best practices, and cross-promote services.

The alliance provides tools and platforms for independent hotels to remain authentic while benefiting from a larger network. This unique value proposition has enabled GHA member hotels to retain their independence and character while being part of a valuable global support system.

How Strategic Partnerships Elevate the Customer Experience

A core aspect of GHA’s strategy is building deep, strategic partnerships that enhance customer offerings. The collaboration with Regent Seven Seas Cruises, for example, attracted high-net-worth customers by offering Discovery Dollars usable at hotels. Launched publicly in 2010, the GHA Discovery loyalty program was designed to provide customer value, encourage cross-promotion, and increase bookings through profitable channels.

In 2021, GHA revamped the loyalty program into “Discovery 2.0,” transitioning from a points-based system to a cash-back model called “Discovery Dollars.” This shift aimed to make rewards more accessible and appealing to a broader audience.

Scaling and Innovating for the Future

GHA plans to continue expanding and iterating on the Discovery Dollar currency. With a goal of reaching 100 million members, the focus remains on signing new brands and growing their partnership network. Kristi emphasized the importance of aligning with partners with a similar mindset and targeting the same luxury segment. She shares why GHA looks for partners who are agile, entrepreneurial, and approachable.

Resources:

• Website: globalhotelalliance.com
• LinkedIn Personal: https://www.linkedin.com/in/kristi-gole-7687893/
• LinkedIn Business: https://www.linkedin.com/company/global-hotel-alliance/
• Facebook Business: https://www.facebook.com/GHADISCOVERY/
• Instagram Business: https://www.instagram.com/ghadiscovery/
• Q&A: How Global Hotel Alliance Has Empowered Independent Hotel Brands for 20 Years: https://skift.com/2024/08/12/qa-how-global-hotel-alliance-has-empowered-independent-hotel-brands-for-20-years/

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