Minor Hotel Group has announced it will integrate its NH Hotels and NH Collection brands into the Global Hotel Alliance and its Discovery loyalty program ahead of the respective brands’ arrival in Australia in 2023.
The integration, expected to take place early next year, will see the Madrid-based NH Hotel Group, which includes more than 360 hotels across 30 countries, added to the alliance. More than 900 hotels participate in Discovery, which is one of the world’s top ten largest loyalty programs with more than 17 million members worldwide.
Minor Hotel Group’s other operating brands, which include Anantara, Avani, Oaks Hotels and Resorts, Tivoli and Elewana Collection, are already members of GHA and the Discovery program.
The integration of NH Hotel Group comes hot on the heels of the group’s announcement of its debut in Australia, with NH Hotels to operate a 240-room new build hotel in Wollongong, due to open in 2023. Around the same time, the company’s premium NH Collection brand will open doors to another new build property on Wentworth Street in the Sydney CBD. The 254-room property sees the NH Collection label grow its global reach into the Pacific region, with most of its 80-strong portfolio located in Europe and Latin America.
Global Hotel Alliance CEO, Chris Hartley, says the addition of the NH Hotel Group is a major step in the alliance’s evolution.
“NH will strengthen the alliance during what has been a difficult period for the hospitality industry, further leveraging our collective buying power and collaborative marketing efforts,” he said.
“It also gives our 17 million-plus Discovery members access to hundreds of new locations in South America, Spain, Germany, Italy, and Benelux, where until now we had limited coverage.”
NH Hotel Group Chief Executive, Ramon Aragones, said the addition of the brand into GHA would enrich the hotel choice for its customers.
“Being part of Minor Hotels, we are already expanding NH’s presence into new markets, such as Australia. With Minor’s brands participating successfully in the DISCOVERY loyalty programme for many years, this was a logical step for NH and our customers.”
Global Hotel Alliance is preparing a major relaunch of the Discovery loyalty program in the final quarter of 2021, with new features for members including a digital rewards currency and offers for local members to enjoy even when not staying in a hotel.