June 16, 2024


Inspired By Travel

The Set Collection Joins Global Hotel Alliance – Hotel Magazine


The Set Collection, a new carefully curations of luxury hotels, has partnered with Global Hotel Alliance (GHA), joining its multi-brand loyalty programme, GHA DISCOVERY. Its founding member hotels will also become a part of the alliance’s Ultratravel Collection, an exclusive selection of the programme’s most upscale properties in iconic destinations worldwide that deliver exemplary service and guest experience.  

Since the debut of the Conservatorium in Amsterdam in 2011, The Set Collection has captured the hearts and minds of travellers. Two more signature European properties – Café Royal in London and the Lutetia in Paris, and the Mamilla in Jerusalem complete the founding members of the group and those joining GHA.

Despite the pandemic’s blow, GHA has been subject to significant growth, as independent brands recognise the value of its collaborative approach.

“Now, with The Set Collection’s world-class luxury properties, the GHA DISCOVERY platform benefits in multiple ways,” said Chris Hartley, CEO of GHA. “Our growing database of soon 20 million travellers now has access to new iconic properties in trendy destinations. The hotels will reap the rewards of cross-brand activity now that we see encouraging travel recovery.”

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

Joining GHA DISCOVERY will allow The Set Collection’s to take advantage of the loyalty programme’s recent reimagination to meet the needs of modern travellers. 

GHA DISCOVERY is founded on three member-centric concepts: 

  1. DISCOVERY Dollars (D$), the industry’s first digital rewards currency, 
  2. Recognition, with multiple ways to earn elite status and benefits from the first stay
  3. Live Local, inviting members into the hotels even without a stay via offers and experiences, such as pool access, spa days and dining. 

As of June 2022, the GHA programme connects 40 brands with over 800 hotels across 100 countries.


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