News: DISCOVERY adds Evolution

Today – Monday 27 January 2020 – Global Hotel Alliance GHA,  operator of multi-brand loyalty program, DISCOVERY,  announced that Aimbridge Hospitality, the world’s leading third-party hotel management company, will become a strategic partner through  its independent, lifestyle division, Evolution.

Aimbridge, which is based in Plano TX,  merged with Interstate Hotels & Resorts in 2019, and now represents a premium portfolio of more than 1,400 branded and independent properties in 49 states and 20 countries. Aimbridge is the only third-party management company to have access to DISCOVERY. Independent and lifestyle hotels under Aimbridge’s management will now have unique access to the DISCOVERY loyalty platform, the world’s largest loyalty program for independent hotels.

Through Aimbridge, hotel owners will be able to offer their guests an award-winning loyalty solution while exposing their properties to DISCOVERY’s 16 million global loyalty members under an owner-friendly fee model normally reserved for multi-property brands.

Chris Hartley, GHA’s CEO,says he is “thrilled to be providing Aimbridge with a new platform for their owners which gives the power and distribution of a global loyalty program without the encumbrance of a full brand franchise agreement.”

Mike Deitemeyer, Aimbridge’s Global President,  says: “DISCOVERY helps further differentiate our management of independent, lifestyle hotels. We have the unique opportunity to tap into a database of 16 million members, of which 7 million are in the USA, to boost results for our independent owners”.

Aimbridge is working with current and new independent owners to realize the opportunity of the unique partnership, which is expected to launch during the second quarter of 2020.

Originally created in 2010, with the goal of helping independent, upscale and luxury hotel brands to compete with the global majors while retaining their individuality, DISCOVERY celebrates its 10th anniversary this year.

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