NH Hotel Group Joins GHA and Migrates its Loyalty Programme

NH Hotel Group CEO Ramón Aragonés (left) and Chris Hartley, CEO at GHA (right)
NH Hotel Group CEO Ramón Aragonés (left) and Chris Hartley, CEO at GHA (right)

NH Hotel Group, a multinational hospitality company based in Madrid, has officially joined Global Hotel Alliance (GHA), the largest alliance of independent hotel brands in the world, on 20 June 2022. The milestone partnership sees the transformation of NH Rewards into the award-winning GHA DISCOVERY loyalty programme, becoming NH DISCOVERY, thus creating an unrivalled offering of over 800 hotels and resorts across 40 brands in 100 countries to 21 million members. 

As one of the biggest hotel companies worldwide, NH Hotel Group expands GHA DISCOVERY's footprint in Europe and the Americas, bringing more than 350 properties in 30 countries under three brands – NH Hotels, NH Collection and nhow.

NH Hotel Group is majority-owned by Minor Hotels, an international hotel owner, operator and investor based in Bangkok overseeing over 160 hotels and also a GHA shareholder. Minor's global portfolio of brands such as Anantara, Avani, Elewana Collection, Oaks and Tivoli are already members of the alliance and participate in GHA DISCOVERY.

"As our newest and largest brand, NH not only enriches our global offering to members, providing access to new destinations and hospitality experiences across the Americas, Spain, Germany, Italy and Benelux but nearly doubles our member base, further amplifying our marketing power," said Chris Hartley, CEO of GHA.

For NH Hotel Group, joining the alliance supports its strategic development plans in the luxury segment and new markets where GHA has an established influence. At the same time, its ten million existing NH Rewards members are now spoiled with more choices, rewards, and recognition at new properties, in new destinations, and offering more travel experiences. Current NH Rewards members will retain their points and other benefits, including Member Rates with up to 10 percent discount and additional rewards for booking on the NH website.

"Joining GHA, and the transformation of NH Rewards into NH DISCOVERY, marks a major milestone for NH Hotel Group and our guests at a time when the travel and hospitality sector is recovering at pace, as the encouraging turnaround in our Q1 results proves, "said Ramón Aragonés, CEO of NH Hotel Group and a GHA board member. This paves the way for growth, and by leveraging GHA's geographical footprint, we can accelerate planned development in new markets where demand for our brands is strong. At the same time, with the new NH DISCOVERY, we have access to incremental revenue streams while offering our own loyal guests remarkable choice."