GHA DISCOVERY WINS THREE PRESTIGIOUS FREDDIE AWARDS INCLUDING PROGRAMME OF THE YEAR IN MIDDLE EAST AND ASIA PACIFIC

Global Hotel Alliance (GHA), the world’s largest alliance of independent hotels brands, has won three 2026 Freddie Awards. Representing a significant milestone, GHA DISCOVERY has graduated from its previous recognition as an emerging loyalty programme to being named Programme of the Year, underscoring its continued growth, innovation and strong member engagement worldwide.

Awards Won (2026 Freddie Awards)
- Programme of the Year – Middle East & Asia-Pacific
- Best Elite Programme – Middle East & Asia-Pacific
- Up and Coming Programme of the Year – Europe & Africa

Highlights
- Marks GHA DISCOVERY’s graduation from “emerging programme” status to full recognition as a leading global loyalty programme.
- Over 35 million members, spanning 50 brands and 1,000 hotels in 100 countries.
- Expanded benefits include DISCOVERY Dollars (D$), complimentary breakfast for Titanium members, and lifestyle partnerships (restaurants, mobility, cruises, premium airlines, car rentals).
- Innovative collaborations like Plum Guide (40,000+ curated homes) and Klarna points-to-payment conversion enhance flexibility.

Leadership Insight
Kristi Gole, EVP Strategy, emphasized that travellers value scale, generosity, simplicity, and lifestyle relevance in loyalty programmes. The recognition reflects strong member engagement and the distinctiveness of GHA’s independent hotel brands.

Industry Context
The Freddie Awards, established in 1988, are the most prestigious member-voted awards in travel loyalty, with 7.7 million votes cast this year.

This positions GHA DISCOVERY as one of the most diverse and innovative loyalty programmes worldwide, now firmly recognized as a leader in the industry.