Rotana has joined Global Hotel Alliance (GHA), integrating its 80 properties across the Middle East, North Africa, Eastern Europe and Turkey into the GHA DISCOVERY loyalty program. This partnership expands options for the program’s 30 million members and strengthens Rotana’s international presence.
GHA operates the largest alliance of independent hotel brands. Its DISCOVERY program generated $2.7 billion in revenue and 11 million room nights in the past year. Rotana, headquartered in Abu Dhabi, adds five brands to the alliance: Rotana Hotels & Resorts, Rayhaan Hotels & Resorts by Rotana, Centro by Rotana, Arjaan Hotel Apartments by Rotana and Edge by Rotana. Full integration is expected by early 2026.
For Rotana, the move increases brand visibility and provides new benefits to its loyalty members. The existing Rotana Rewards program will transition to Rotana DISCOVERY and members will gain access to DISCOVERY Dollars (D$), a rewards currency where D$1 equals $1, usable at any property in the portfolio. Other benefits include room upgrades, flexible check-in and check-out, complimentary Wi-Fi and access to hotel facilities with or without a stay.
“Welcoming Rotana to GHA is a significant milestone, particularly in a region where the brand is the largest hotel operator,” said Chris Hartley, CEO of GHA. “With Rotana commanding a growing presence across the Middle East, North Africa, Eastern Europe and Turkey, this partnership cements GHA DISCOVERY’s position as a top loyalty program both regionally and globally, giving our members access to an even greater selection of properties and destinations. With Rotana joining, we will be close to 950 hotels, and we have high hopes to hit 1,000 hotels very soon.”
GHA DISCOVERY encourages cross-brand activity, with members moving between brands generating $370 million in incremental revenue last year. Some of its brands include Anantara, Kempinski, Pan Pacific and The Doyle Collection, among others. By joining the alliance, Rotana gains exposure to a broader customer base while offering its guests more flexibility and rewards.
Rotana CEO Philip Barnes said, “This partnership aligns with our goal of delivering high-quality hospitality. GHA and Rotana share a commitment to guest-centric service, and this collaboration allows us to enhance the experience for our loyal guests while reaching a global audience.”
