Cheval Collection has signed an agreement with Global Hotel Alliance to be the first serviced apartment operator in Europe to join their loyalty programme, GHA DISCOVERY.

GHA DISCOVERY has more members per room than any other loyalty scheme in the sector and offers members the flexibility to redeem rewards against more than 800 high-end hotels. Cheval Collection Managing Director Mohammed Alawadhi said: “Guests increasingly expect a loyalty programme as part of their stay and, as we expand around the world, GHA DISCOVERY offers the potential to raise our profile, while also delivering valued guest feedback.

“GHA DISCOVERY is the only loyalty scheme run by hotels, for hotels, encouraging direct bookings as well as providing additional marketing support and access to new markets and 26 million new customers.

“We want to be able to recognise and reward the loyalty of Cheval customers and GHA DISCOVERY, with its proven track record, is the most appropriate fit.”

GHA is the world’s largest alliance of independent hotel brands, with key shareholders including Kempinski Hotels, Minor Hotel Group, Pan Pacific Hotels Group and Corinthia Hotels.

The programme is free for guests to join and, under it, members collect DISCOVERY Dollars equal to 4%-7% of their transaction, which they can redeem against future stays at any participating member property.

Upon joining GHA DISCOVERY, Cheval Collection will be the first brand to serve GHA customers in Edinburgh and will be able to reach GHA’s more than 12 million members in Europe.

Alawadhi added: “GHA DISCOVERY will allow us to learn more about our guests and help to personalise their stays and deliver the memorable experiences which create a lifetime of loyalty.”

The company is in discussions with a number of investors and developers around the world. The company currently operates nine properties in London, three in Edinburgh and one in Dubai, with Cheval Maison – Expo City Dubai opening in 2025 and Cheval Maison – West Regent opening in Glasgow in 2026.