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The Set Collection joins Global Hotel Alliance

The Set Collection, the new carefully curated
luxury hotel collection, comprising some of the world’s most exceptional,
likeminded, independent hotels worldwide will be joining Dubai based Global
Hotel Alliance (GHA), operator of the multi-brand loyalty program, GHA
DISCOVERY. The Set Collection’s founding member hotels will also become
members of the alliance’s Ultratravel Collection, an exclusive selection of
the program’s most luxurious properties in iconic destinations worldwide,
that deliver the finest service and guest experience.

The Set Collection has been capturing the hearts and minds of guests since
the Conservatorium debuted in Amsterdam in 2011. Two more iconic European
properties – Café Royal in London and the Lutetia in Paris, as well as the
Mamilla in Jerusalem complete the founding members of the group and those
joining GHA.

Chris Hartley, GHA’s CEO, notes: “Despite the impact of the pandemic, we
have seen significant growth for GHA, as independent brands see the value
of our collaborative approach. Now, with The Set Collection’s world-class
luxury properties, the GHA DISCOVERY platform benefits in multiple ways.
Our growing database of soon 20 million travelers now has access to new
iconic properties in incredibly popular destinations. The hotels will reap
the rewards of cross-brand activity now that we see encouraging travel

Jean-Luc Naret, Executive Director of The Set Collection, adds: “We have
been carefully building momentum with the launch of The Set Collection, and
now the next logical step is for us to add a loyalty solution for our
hotels which will help them compete and will make affiliation to The Set
Collection even more attractive to luxury independent hotels. The Set
DISCOVERY, as it will be known, is the perfect way for us to recognize our
guests for their loyalty utilizing an already established and well-executed
platform, which is both affordable for us to implement and rewarding for
The Set Collection’s guests.”

The Set Collection’s integration into GHA DISCOVERY will embrace the
loyalty programme’s recent reimagination meeting the needs of modern
travellers. GHA DISCOVERY is modelled around three member-centric concepts:
the industry’s first digital rewards currency, DISCOVERY Dollars (D$);
Recognition, with multiple ways to earn elite status and benefits from the
first stay; and Live Local, inviting members into the hotels even without a
stay, through offers and experiences from pool access to spa days to dining
and more. The program connects 40 brands with more than 800 hotels spread
across 100 countries (as of June 2022 when NH Hotel Group is fully

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About the author

Harry Johnson

Harry Johnson has been the assignment editor for eTurboNews for mroe than 20 years. He lives in Honolulu, Hawaii, and is originally from Europe. He enjoys writing and covering the news.

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