Are you looking to update an icon? Learn how C Space’s Online Community and experience design helped the Global Hotel Alliance define the next iteration of the program and co-create a relational loyalty brand by putting customers at the heart of the process.
Global Hotel Alliance (GHA) is the world’s largest alliance of independent hotel brands, bringing together more than 35 brands with over 550 hotels in 78 countries. One of the brand’s strongest assets is the award-winning loyalty program, GHA DISCOVERY, which we co-created and launched in 2010.
A decade later, the way we work and travel has changed. Loyalty programs, such as GHA DISCOVERY, need to reinvent how they recognize and reward travelers in order to remain innovative and stay relevant in an already experience-driven industry.
C Space and Interbrand worked for over two years hand-in-glove with GHA and the 30 member brands, leveraging emerging trends in travel and culture, expert perspectives in and out of category, general managers and brand owners in dozens of markets, and co-created with GHA DISCOVERY members in New York, London, Shanghai and Madrid to reimagine the program.
The insights led to a bold new value proposition for GHA DISCOVERY, one that honors its rule-breaking origins while embracing the future of travel. In a landscape where experiences are expected, the program now stands out by offering members a simple, generous and truly rewarding way to travel. With a renewed ambition to become the world’s most engaging community of travel enthusiasts, GHA DISCOVERY invites members to turn everyday choices into unique experiences—anytime, anyplace—under the banner ‘Life rewards DISCOVERY.’ This idea comes to life visually through a creative direction inspired by the passage of time, capturing moments from dawn till dusk.
When you think about what the customer really wants and involve customer insights in the creation process, the results are pretty good.
