Plusgrade, a global leader in ancillary revenue solutions for the travel industry, has announced a new partnership with Global Hotel Alliance (GHA), the largest alliance of independent hotel brands. This collaboration introduces a new feature to GHA DISCOVERY, the loyalty program for GHA, enabling members to purchase rewards currency, providing greater flexibility and opportunities to save for their next vacation.
More than 200 companies in the airline, hospitality, cruise, passenger rail and financial services sectors depend on Plusgrade to create meaningful revenue streams and enhance customer experiences. Renowned for generating billions in new revenue opportunities, Plusgrade is a key player in the ancillary revenue space, benefiting millions of passengers and guests worldwide.
With the support of Plusgrade’s loyalty business unit, Points, GHA DISCOVERY members can now buy D$ at a discounted rate for a limited time. This new feature enriches the digital membership experience, allowing members to conveniently add to their rewards and save for future travels.
GHA unites a diverse collection of independent hospitality brands under its GHA DISCOVERY program, a multi-brand loyalty initiative powered by a shared technology platform. Membership in GHA allows brands to expand their global presence, drive additional revenue and reduce reliance on third-party channels while maintaining their management independence and unique identity. GHA encompasses 40 brands with over 800 hotels across 100 countries.
Building on the success of last year’s integration of Plusgrade’s ‘Elite’ loyalty campaign, which allowed members to maintain their status for an additional year, the new ‘Buy D$’ feature offers even more value to GHA’s extensive member base. Plusgrade’s advanced loyalty tools enable GHA to deliver enhanced experiences and significantly boost ancillary revenue for member hotels. ‘DISCOVERY Dollars’ (D$) are reward points that members can earn on eligible spending, promotions or partnerships.
“We are thrilled to strengthen our partnership with GHA by introducing new loyalty program features,” said Ken Harris, founder and CEO of Plusgrade. “This collaboration enables GHA’s hotel brands to offer highly personalised and flexible loyalty solutions. By allowing members to buy rewards, we drive deeper engagement and create new revenue opportunities, enhancing the value for their guests.”
Through this loyalty integration, Plusgrade will be able to provide GHA member brands with sophisticated tools to boost their guest engagement and loyalty. The Buy D$ feature aims to increase conversion rates and optimise revenue strategies, offering valuable market insights that inform strategic decisions and enhance guest services.
“We are delighted to introduce the ‘Buy D$’ feature with this limited-time campaign, offering our members the ability to secure more rewards at a favourable price for their summer travels across our hotels,” said Kristi Gole, EVP of Strategy at Global Hotel Alliance. “At GHA, innovation and member satisfaction are our top priorities. Partnering with Plusgrade allows us to elevate our loyalty program, giving members more opportunities to earn D$, ultimately boosting their loyalty to our portfolio of hotels.”
This partnership highlights Plusgrade’s pivotal role in the hospitality industry, leveraging its comprehensive, data-driven platform to deliver tailored solutions that enhance guest satisfaction and operational efficiency. As Plusgrade and GHA continue to innovate, travellers can look forward to more rewarding and personalised experiences.
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