Luxury hotel group The Set Collection has announced plans to join the Global Hotel Alliance (GHA).

The collection launched back in 2011 with the opening of the Conservatorium in Amsterdam, and now counts Hotel Cafe Royal in London, Lutetia in Paris, and Mamilla in Jerusalem within its portfolio.

GHA claims to be “the world’s largest alliance of independent hotel brands”, with around 40 brands and over 500 hotels in 85 countries – a figure which will rise to 800 hotels when NH joins the programme next month.

The alliance recently relaunched its Discovery loyalty programme, with new features including the introduction of a digital rewards currency, extended membership levels and a new “Live Local” offer.

Global Hotel Alliance loyalty programme relaunches

Earlier this year The Set Collection announced the addition of four new properties under the The House Collective umbrella in Asia to its portfolio. However it has been confirmed that these properties will not initially join GHA.

Commenting on the news Jean-Luc Naret, executive director of The Set Collection, said:

“We have been carefully building momentum with the launch of The Set Collection, and now the next logical step is for us to add a loyalty solution for our hotels which will help them compete and will make affiliation to The Set Collection even more attractive to luxury independent hotels.

“The Set Discovery, as it will be known, is the perfect way for us to recognise our guests for their loyalty utilising an already established and well-executed platform, which is both affordable for us to implement and rewarding for The Set Collection’s guests.”

New members of The Club by Business Traveller benefit from a year’s free Platinum GHA Discovery membership – click here for more information and to join.

For our recent interview with Chris Hartley, CEO of the Global Hotel Alliance, see:

Interview with Chris Hartley, CEO of the Global Hotel Alliance,