GLOBAL HOTEL ALLIANCE ADDS CITY UNSCRIPTED PARTNERSHIP AND ENHANCES GHA DISCOVERY BENEFITS | News

Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has expanded the portfolio of local offerings and experiences available through its GHA DISCOVERY loyalty program, in line with its Live Local concept, with a City Unscripted partnership.

In response to the growing demand for authentic, locally led explorations, GHA DISCOVERY has introduced a new category – Local City Tours – to its existing experience portfolio that includes tours and classes, nature, culture, adventure and events.

Developed in partnership with City Unscripted, an expert in personalized private experiences led by expert local hosts, the new offering allows members to discover destinations through the eyes of residents rather than guides. Unlike standard city tours, each City Unscripted experience is tailored to the individual traveler. Members are paired with a local host who is informed about their interests – ranging from food, design, neighborhood life and culture to history, family interests, hidden gems, or simply getting a confident feel for the city upon arrival. The result is a more personalized way of exploring: flexible, locally led and designed to help travelers feel connected to the city rather than just being guided around.

Available in 15 of the world’s most popular urban destinations, most of which are summer travel hotspots – Berlin, Lisbon, Madrid, London, Munich, Paris, Rome, Amsterdam, Singapore, Bangkok, Sydney, Mexico City, Hong Kong, Tokyo and Dubai – the tours combine iconic sights with hidden neighborhoods, independent cafes, local stories and cultural insights tailored to individual interests.

By discovering artistic corners of Montmartre, exploring Tokyo through its food scene, discovering Dubai beyond its famous skyline or wandering the lesser-known streets of Lisbon, members gain access to a more personal version of each city. As part of the partnership, GHA DISCOVERY members will receive an exclusive 20% discount on City Unscripted experiences booked through the GHA website or mobile app. Members also benefit from priority host matching and a free 30-minute planning call with their host so they can share more about their interests, travel style and travel context before shaping their experience.

The program’s growing portfolio reflects the increasing demand for purpose-driven travel. More and more travelers are looking for experiences that not only enrich their trips, but also have a positive impact on the destinations they visit.

GHA DISCOVERY’s collection of local offerings and experiences has become one of the program’s distinguishing features. With free membership registration and access to exclusive benefits, travelers can take advantage of more than 2,500 offers curated by participating hotels around the world – all available without an overnight stay.

The latest consumer survey conducted by Global Hotel Alliance among its global member base highlights a growing demand for meaningful travel experiences, with eight in 10 travelers saying their trips change the way they see the world and themselves.

Jelena Kezika, VP Strategy at Global Hotel Alliance, says of this trend: “As travelers increasingly seek meaningful and transformative experiences, loyalty programs must continually adapt to meet these evolving expectations. At GHA, we want to help our members create deeper connections with destinations, cultures and local communities, whether they travel abroad or discover hidden gems closer to home.”

Immersive experiences
For travelers looking for something more immersive, GHA DISCOVERY Experiences opens doors to exclusive member offers, from learning regional recipes alongside hotel chefs at The Apurva Kempinski Bali or taking a helicopter flight over Bali’s dramatic coastline after enjoying afternoon tea at Anantara Uluwatu Bali Resort, to gaining private after-hours access to Dresden’s historic Green Vault museums through Hotel Taschenbergpalais Kempinski Dresden or exploring Amsterdam on a guided e-bike tour offered by NH Hotels & Resorts.

Support for local communities
Several GHA DISCOVERY experiences support local communities, conservation efforts and sustainable tourism initiatives. Members can visit Brazil’s famous Tamar Project, brought to you by Tivoli Ecoresort Praia do Forte Bahia, which works to protect endangered sea turtles along the country’s coastline, or participate in wildlife care and community-based culinary activities at an ethical elephant sanctuary in Thailand, in support of the Southern Thailand Elephant Foundation, as brought to you by Anantara Mai Khao Phuket Villas.

Local offers – part of everyday life
From sunset cocktails with city skyline views and restorative spa rituals to golf experiences, daytime escapes and flexible work-from-hotel packages, Local Offers allow members to experience luxury hospitality as part of their daily lives. Dining is the most popular category, accounting for 60% of all local deals bookings by GHA DISCOVERY members, followed by spa experiences at 22%. The remaining bookings will be split between free entry offers, golf and sports offers and work from hotel packages, reflecting the different ways members interact with hotels beyond a traditional stay.

Free admission
Among the most sought-after member privileges are complimentary entry offers that transform an ordinary day into a resort-style escape – from complimentary rooftop pool access at Cheval Collection Dubai and hospitable hospitality experiences at PARKROYAL A’Famosa Melaka Resort in Malaysia to complimentary daily pool access at Kempinski Residences and Suites in Doha.

“Local Offers are redefining the way our members connect with our hotel brands by making luxury hospitality accessible beyond the traditional overnight stay. Whether it’s an invigorating spa treatment, dining with friends, spending a day by the pool or working remotely from a stylish hotel environment, these experiences allow members to integrate the benefits of GHA DISCOVERY into their daily lives. Strong demand for dining, wellness and complimentary entry offers highlights the growing desire for flexible, lifestyle-focused local offerings and experiences that enrich both at home and while traveling. This momentum reflects our commitment to improving the GHA DISCOVERY program and the member experience,” concludes Kezika.