Cheval Collection reported that it has already exceeded its enrolment target for its guest loyalty programme, Cheval DISCOVERY, by more than 40%, just six months since its launch.
Last year saw Cheval Collection become the first serviced apartment operator in Europe to join GHA’s loyalty programme, GHA DISCOVERY.
Cheval Collection has also achieved the GHA benchmark of percentage of revenue from loyalty members (“loyalty penetration”) earlier than planned.
GHA DISCOVERY has more members per room than any other loyalty scheme in the sector and offers members the flexibility to redeem DISCOVERY Dollar (D$) against more than 950 luxury hotels, resorts and serviced apartments.
Uptake of the programme was strong across the group’s portfolio, with one property exceeding its enrolment target by over 500%.
Nick Pilbeam, Chief Commercial Officer, Cheval Collection, said: “We launched Cheval DISCOVERY with the goal of learning more about our guests as we expand globally, in addition to driving direct bookings and extending our access to new markets and customers.
“Relative to its size, GHA’s loyalty programme generates the highest demand at the lowest cost of loyalty out of all of the major international hotel loyalty brands, ensuring a powerful return on investment for us and our owners.”
“Our experience after only six months has surpassed our expectations. During the launch campaign we saw a large volume of business driven by members from other GHA brands, immediately confirming the value of the customer reach a loyalty programme brings.”
Chris Hartley, Global Hotel Alliance’s CEO, stated: “Cheval Collection’s results clearly demonstrate the value of being part of GHA DISCOVERY. Their strong performance highlights how our loyalty programme drives incremental demand, deeper guest engagement, and tangible commercial returns for our hotel partners. By joining forces, we have created additional choice for our members, driving immediate new demand across some exceptional properties.”
GHA is the world’s largest alliance of independent hotel and residence brands, with its founders and shareholders including Kempinski, Minor Hotels, Pan Pacific Hotel Group and Corinthia Hotels.
The programme is free for guests to join and members collect D$ equal to 4-7% of their transaction (depending on tier) which they can redeem against future stays at any of the alliance’s more than 950 properties.
Other rewards across the four tiers of membership include a discount of 10% or more on best available rates, free WIFI and members-only local offers, events and experiences.
In January GHA reported that total revenue generated by the loyalty programme reached $3.2bn, a 21% increase from the previous record set in 2025. Repeat stay revenue climbed 18% to $1.8bn, highlighting the growing engagement of loyal members, while cross-brand stay revenue surged by 15%, reaching $424m, driven by members staying in a different brand than where they enrolled.
The news came as Cheval Collection continued to sign deals across EMEA. The opening of the Cheval Maison – Expo City Dubai in March last year took Cheval Collection to over 950 units, after adding more than 300 since opening its Lexham Gardens by Cheval Maison property in London in 2021.
The group has two new openings in 2027: the Cheval Maison West Regent Glasgow and the company’s debut in Saudi Arabia, with Cheval Ladun Living, located in Riyadh.
