Serviced apartment operator Cheval Collection has signed an agreement to join the Global Hotel Alliance (GHA).
Cheval currently operates nine serviced apartment properties in London, as well as three in Edinburgh and the recently opened Cheval Maison – The Palm Dubai.
The group is also set to open Cheval Maison – Expo City Dubai next year, followed by Cheval Maison – West Regent in Glasgow in 2026.
A spokesperson said that the group’s integration into the alliance would take place at the end of the year, once Cheval had onboarded a new PMS (property management system).
The deal will see GHA add the first properties in Scotland to its alliance of independent hotel brands which comprises more than 800 hotels across 40 brands in 100 countries.
Members of the GHA DISCOVERY programme can earn DISCOVERY Dollars equal to between 4 and 7 per cent of their transaction (depending on membership level), which they can then redeem against future stays at any participating member properties.
The alliance recently welcomed new member the Lore Group, which added five hotels to the GHA portfolio including two London properties – One Hundred Shoreditch and Sea Containers London.
And last month GHA announced a new partnership with the Plum Guide, allowing members to earn Discovery Dollars and tier credits on reservations with the luxury home rental service.
Commenting on the news Cheval Collection’s managing director Mohammed Alawadhi, said:
“Guests increasingly expect a loyalty programme as part of their stay and, as we expand around the world, GHA DISCOVERY offers the potential to raise our profile, while also delivering valued guest feedback.
“GHA DISCOVERY is the only loyalty scheme run by hotels, for hotels, encouraging direct bookings as well as providing additional marketing support and access to new markets and 26 million new customers.
“We want to be able to recognise and reward the loyalty of Cheval customers and GHA DISCOVERY, with its proven track record, is the most appropriate fit.
“GHA DISCOVERY will allow us to learn more about our guests and help to personalise their stays and deliver the memorable experiences which create a lifetime of loyalty.”
