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Skift
a day ago
- Business
- Skift
Simplicity in Loyalty: The Way Out For Indie Hotels
Global Hotel Alliance is betting that simplicity, not scale, will win the next phase of hotel loyalty. With a transparent rewards currency and a sharp focus on leisure travelers, it's carving out a middle path for independents looking to compete without giving up control. Skift Podcast Compelling discussions with travel industry leaders and creatives who are helping to shape the future of travel. Compelling discussions with travel industry leaders and creatives who are helping to shape the future of travel. Learn More In the latest episode of the Skift Travel Podcast, Skift Founder Rafat Ali sat down with Global Hotel Alliance CEO Chris Hartley for a deep dive into the Alliance's unique approach to distribution, direct bookings, and consumer loyalty. What began in 2004 as a Star Alliance-inspired coalition of four independent hotel brands has grown into a global loyalty ecosystem – with leisure travelers at its core. With more than 45 independent hotel brands and 900 properties under its umbrella, GHA is proving that collaboration, not consolidation, might be the best path forward for independent operators. Listen to This Podcast Apple Podcasts | Spotify | YouTube | RSS The Value of Simplicity At the heart of GHA's appeal is its loyalty program, GHA Discovery, and its transparent currency, Discovery Dollars. Unlike opaque, often-devalued points systems common among legacy programs, Discovery Dollars offer a simple, intuitive value: 1 dollar equals 1 U.S. dollar. It's a strategy that consumers understand immediately – and respond to. According to Hartley, members with Discovery Dollars in their wallet are 10 to 15 times more likely to book again through a GHA hotel. 'Simplicity and transparency are what travelers want most,' Hartley said. 'They're tired of guessing what their points are worth.' A Loyalty Program Built for Leisure GHA's portfolio skews heavily toward leisure travel, reflecting a broader industry trend that Hartley believes is redefining the very premise of loyalty. While traditional programs were designed for high-frequency business travelers, today's landscape is marked by blended travel and increasing leisure trip frequency, and it is shifting the economics. 'Leisure travelers are staying longer, paying more, and traveling more often,' Hartley said. 'That changes the whole loyalty equation.' GHA Discovery's focus on resort destinations, upscale experiences, and a high proportion of owner-operated properties has created a direct channel for engagement that often bypasses the commission fees of online travel agencies (OTAs). 'If you get loyalty right, people will do irrational things to stay with you. You just have to earn their trust,' Hartley said. Competing Without Consolidating Unlike major chains that subsume smaller brands into massive loyalty systems, GHA offers independent hotels a way to retain their identity while gaining the benefits of scale. 'Most of our brands want to remain independent,' Hartley said. 'But at a certain point, the economics make that hard. We're offering them a middle path.' GHA's model enables smaller hotel groups to negotiate global corporate deals, access preferred partnerships, and reduce their reliance on OTAs without giving up their branding or operational autonomy. 'We don't own hotels. We don't even run them,' Hartley emphasized. 'But we do give them access to a loyal, global audience and the tools to compete.'
Skift
27-06-2025
- Business
- Skift
Inside the Skift IDEA Awards Winners Package 2025: Recognition, Access, Visibility
With just three days until the final submission deadline, let's take a look at the incredible 2025 Skift IDEA Awards winner package. Whether you've already submitted or are still deciding, here's what you stand to gain. The final deadline for the 2025 Skift IDEA Awards is Monday, June 30, at 11:59 p.m. ET. Each year, Skift IDEA Awards celebrate design, innovation, and impact across the global travel industry. From brand campaigns to destination storytelling, sustainability initiatives to excellence in meetings & events, the program highlights standout work that's shaping what comes next. Winners receive a prize package valued at over $10,000, designed to deliver real visibility, access, and long-term recognition across the travel sector. What 2025 Skift IDEA Awards Winners Receive Full Access to Skift Global Forum ($3,495 value) Winners receive a complimentary ticket to the travel industry's most influential event this September in New York City. 25% Off Additional Passes Invite collaborators or colleagues at a reduced rate. Onstage Recognition Join Skift CEO Rafat Ali onstage for a winner spotlight and group photo during the Forum. A Skift IDEA Awards Trophy A physical award to mark the achievement, introduced last year and returning bigger and better for 2025. Access to the Most Powerful Room in Global Travel Skift Global Forum is where travel's top minds gather to define what's next, and winners will gain access to unparalleled networking opportunities. Editorial Coverage on Winners are featured across Skift's channels, reaching a global audience of decision-makers and travel professionals. Brand Presence at Skift Global Forum Get exposure on-site through branded digital displays and signage. Custom Digital Winner Kit Includes branded assets for press, social media, and internal communications. Visibility with Skift Editors and VIP Judges Put your work in front of influential voices shaping the future of travel. View the 2025 judging panel here. $395 Credit Toward Skift Premium Products Apply credit toward industry research and reporting. Industry-Wide Recognition Join a cohort of brands, agencies, and creators driving meaningful change. What the Judges Are Saying 'I'm excited to take part in the Skift IDEA Awards and get a first look at the innovations shaping the future of travel... I'm looking for ideas that not only challenge the norms but also offer practical, helpful solutions that enhance the traveller's experience.' — Hannah Bennett, Head of Travel, TikTok 'Travel has the power to truly be a force for good... I'm excited to see how this year's entries are pushing the boundaries and showing what's possible when travel is reimagined through the lens of sustainability, innovation, and community.' — Aditi Mohapatra, Vice President, Global Social Impact & Sustainability, Expedia Group 'With AI dominating the conversation the last years... I'm looking for work that feels distinctive, intentional, and built to last.' — Katalina Mayorga, CEO, El Camino Travel See how past winners landed a Skift IDEA Award and what made their work stand out. Not Sure Where to Start? Explore the right category for your work with our Category Finder Quiz. The submission form doesn't need to take all day - you can put together a thoughtful, clear, and compelling entry in under 90 minutes. Final Deadline to Submit: Monday, June 30, 2025 There are just three days left to submit your entry. With a $10,000+ prize package and global visibility on the line, this is your last opportunity to be part of the travel industry's most forward-thinking award program.
Skift
30-05-2025
- Business
- Skift
Submit Now: Win Big at Skift Global Forum with the IDEA Awards
Enter the 2025 Skift IDEA Awards for your chance to win a physical trophy, complimentary ticket, on-stage photo with Skift's founder, plus recognition on Travel's biggest stage at Skift Global Forum in New York City. If you've launched a standout campaign, product, experience, or platform in the travel industry, now is your chance to be recognized where it counts. The Skift IDEA Awards celebrate the most forward-thinking work in travel, and winners will be honored live at Skift Global Forum, held this September in New York City. This is more than an award. It's a platform for visibility, credibility, and connection at the industry's most influential gathering. Why the Skift IDEA Awards Matter The Skift IDEA Awards recognize projects that push boundaries and move the travel industry forward. And for winners, the recognition is anything but symbolic. Each award winner receives: ✅ Complimentary tickets to Skift Global Forum in NYC ✅ Recognition live on stage, including an on-stage photo with Skift founder Rafat Ali ✅ Inclusion in experiential showcases and editorial coverage ✅ Visibility in front of 1,000+ industry leaders, including executives from travel, hospitality, tech, and investment ✅ Industry validation from an expert judging panel, comprised of global travel leaders and innovators ✅ A moment to celebrate your team's hard work, creativity, and collective achievement on travel's biggest stage "Skift IDEA Awards accelerate innovation by recognizing ideas that move the industry forward... These awards encourage faster adoption of new ideas, spark collaboration, and help scale innovations that might otherwise go unnoticed." - Peter Durama, Senior Executive Director of Technology and Digital Transformation, Destination Canada 'Skift IDEA Awards are key to showcasing the best of the industry's innovations. During unprecedented challenges, it's crucial we continue to learn from each other and innovate together.' - Stuart Blake, VP of North America, TravelPerk Past winners have landed media coverage, new partnerships, and global exposure directly tied to their IDEA Award win and Forum presence. What Kind of Work Are We Looking For? The IDEA Awards span 31 categories, designed to capture the full spectrum of creativity and progress in travel. Not sure where your project fits? Take our Find Your Category Quiz — it's quick, simple, and helps guide your submission. How to Submit Your Entry It's easy to enter. All you need is: A short written summary of your work and its impact Supporting materials: images, videos, data, or case studies A few minutes to complete the entry form Here's our complete guide - How to enter the Skift IDEA Awards. Deadline: Two weeks remaining. Be Part of the Industry's Defining Moment Skift Global Forum is where leaders come to see what's next. It's where the biggest ideas in travel are unveiled, debated, and celebrated. Winning an IDEA Award means more than being listed in a press release. It means being part of the story and celebrating with your team, your peers, and the global travel community in one of the industry's most prestigious moments. It means standing on stage in New York City, alongside the brightest minds in the industry, and getting the recognition your work deserves. 'For those of you who are considering entering the 2025 Skift IDEA Awards, we highly encourage you to share your work with the world... Take the leap, showcase your achievements and contribute to shaping the future of hospitality.' - Mandy Stum, Senior Director of Business Solutions, Radisson Hotel Group 'I want to learn from the many different solutions that are out there. And I think that's absolutely the role that the Skift IDEA Awards play—shining a light on the projects that are new, unique, and deeply relevant.' - Shannon Guihan, Chief Sustainability Officer, The Travel Corporation Don't want to miss out on the industry's premier thought leadership conference? Buy your ticket to Skift Global Forum now and join travel and hospitality leaders shaping the future of the industry this September in NYC. Get Your Tickets Early Bird price of $2,695 (Solo) and $2,495 (Group) for a limited time only. Full-price tickets are $3,695 (Solo) and $3,245 (Group). 1 Person Solo Ticket $2,695 Buy Now 2-6 People Group Ticket From $2,495 Buy Now
