The Global Hotel Alliance has announced its latest member, with the addition of London-based Lore Group.
The move will see five hotels join GHA's portfolio, including two properties in London: One Hundred Shoreditch and Sea Containers London.
The deal will also include Riggs Washington DC, Lyle Washington DC and Pulitzer Amsterdam, but not Kimpton de Witt, which is tied to IHG.
business traveler I recently visited the Lyaness bar at Sea Containers London and was impressed by the approachable, knowledgeable staff and scenic surroundings.
Bar Review: Lyaness at Sea Containers London
GHA has begun the integration of the hotels, with the goal of having all of them active in the program in 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 bookings with the luxury cruise line.
Global Hotel Alliance partners with Regent Seven Seas
Commenting on the news, GHA chief executive Chris Hartley said:
“Our recent research has illuminated travelers' growing demand for exceptional stays, immersive destination experiences and an appreciation for 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 hotels will also benefit from the business-generating power of the GHA DISCOVERY platform, with cross-brand activity, where members stay at a brand or property and use the earned DISCOVERY D$ reward currency to visit or stay in another, generating almost US$300 million in incremental revenue last year.”
To read our interview with Lore Group co-founder and creative director Jacu Strauss, check out:
Air Miles with Jacu Strauss
globalhotelalliance.com, loregroup.com
