The Global Hotel Alliance (GHA), an alliance of independent hotel brands, has incorporated four new hotel brands, enhancing its portfolio with 32 additional properties.
This move offers GHA DISCOVERY loyalty programme members a wider selection of distinctive destinations and accommodation experiences, BW Hotelier reported.
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The four newly added brands are Unike Hotels in Norway, Andronis in Greece, Paramount Hotels in the UAE, and Sunway Hotels & Resorts in Malaysia.
Paramount Hotels introduces a touch of Hollywood cinematic experiences to the GHA DISCOVERY programme, with two signature properties, including Paramount Hotel Dubai and the Paramount Hotel Midtown, both located in Dubai’s Business Bay area.
These establishments are designed to provide luxurious, film-inspired stays, complete with themed suites and dining options.
The Andronis collection from Greece adds a boutique collection to the alliance with its exclusive hotels on the Aegean islands of Santorini and Paros.
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By GlobalDataThe flagship Andronis Luxury Suites in Santorini offers a limited number of villas and suites with cliffside views, enhancing the GHA’s luxury offerings.
Unike Hotels from Norway brings a Scandinavian flavour to the GHA’s diverse portfolio.
Meanwhile, Sunway Hotels & Resorts, part of the Malaysian Sunway Group, extends the GHA’s presence in South-East Asia with 11 properties.
These hotels and resorts, spanning Malaysia, Cambodia, and Vietnam, are equipped with a wide range of guest amenities, providing GHA DISCOVERY members with more choices in the Asian tourism market.
BW Hotelier quoted GHA CEO Chris Hartley as saying: “The addition of these four regional independent hotel brands provides our 28 million GHA DISCOVERY members with an even greater choice of unique destination experiences.
“Each brand brings its own distinct character, appealing to growing traveller appetite for enriching stays in upscale and luxury properties, whether for culture and heritage, wellness and relaxation, or family fun and connection.
“The integration of Unike Hotels, Sunway Hotels & Resorts, Andronis and Paramount Hotels into GHA DISCOVERY will also generate significant growth opportunities through the platform, enhancing cross-brand activity and revenue for all GHA hotel brands.”
