The Global Hotel Alliance has announced its latest member, with the addition of London-based Lore Group.
The move will see five hotels joins GHA’s portfolio, including two London properties – One Hundred Shoreditch and Sea Containers London.
The agreement will also include Riggs Washington DC, Lyle Washington DC and Pulitzer Amsterdam, but not Kimpton de Witt which is tied to IHG.
Business Traveller recently visited the Lyaness bar at Sea Containers London, and was impressed by the approachable and knowledgeable staff and scenic setting.
GHA has started the integration of the hotels, with the aim of them all being live in the programme by May.
GHA is the world’s largest alliance of independent hotel brands, comprising more than 800 hotels across 40 brands in 100 countries, with recent additions including NH Hotel Group and The Set Collection.
Last year the alliance formed a partnership with Regent Seven Seas Cruises, allowing GHA DISCOVERY members to earn Discovery Dollars on reservations with the luxury cruise line.
Global Hotel Alliance enters partnership with Regent Seven Seas
Commenting on the news GHA’s CEO Chris Hartley, said:
“Our recent research has illuminated growing traveller demand for exceptional stays, immersive destination experiences and an appreciation of high-quality hotels.
“Lore Group aligns perfectly with these trends, offering our 26 million GHA DISCOVERY members an even richer choice of properties in three of the world’s most popular destinations.
“Lore Group’s hotels will also benefit from the GHA DISCOVERY platform’s business generating power, with cross-brand activity – where members stay with one brand or property and use the DISCOVERY D$ rewards currency earned to visit or stay at another – generating nearly US$300 million in incremental revenue last year.”
To read our interview with Lore Group’s co-founder and creative director Jacu Strauss, see: