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The Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, is expanding its ‘GHA Discovery’ loyalty programme to include luxury serviced apartments in London and Edinburgh with the addition of ASAP Operator Member Cheval Collection.

Mohammed Alawadhi, managing director of Cheval Collection says: “Guests increasingly expect a loyalty programme as part of their stay and, as we expand around the world, Global Hotel Alliance offers the potential to raise our profile, while also gaining 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. Our goal is to recognise and reward the loyalty of our guests and GHA Discovery, with its proven track record, is the most appropriate fit.”

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