Co-creating a truly relational loyalty brand with customers.

Are you looking to update an icon? Learn how C Space 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.


Reinventing how to recognize and reward travelers.

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.

Understand the evolution of GHA DISCOVERY.


Discovering what motivates hotel guests.

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.

Community | Ethnography | Experience Design

When you think about what the customer really wants, and involve them in the creation process, the results are pretty good.

Chris Hartley, CEO, Global Hotel Alliance


A revolutionary new loyalty scheme.

The insights drove the definition of a new value proposition for GHA DISCOVERY that lives up to its origins: to break rules. Now, in a competitive scenario where experiences are the norm, GHA DISCOVERY provides members with a simple, generous and rewarding program that reinvents traveling.


GHA DISCOVERY, ‘from dawn till dusk.’

Now GHA DISCOVERY is transforming, with the ambition to become the most engaging global community of travel enthusiasts transforming everyday choices into unique experiences anytime, anyplace. An ambition that the brand now communicates with the concept ‘Life rewards DISCOVERY.’

Visually, since GHA DISCOVERY offers unique experiences anytime, anyplace, it means members can enjoy them ‘from dawn till dusk,’ which became the creative trajectory of the brand and was translated into visuals with the use of backgrounds that relate with the passage of time on the sky during the day.

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