The Loyalty Awards recognize brands that excel across a number of marketing fronts. As engaging customers and wining brand loyalty is now more challenging than ever, it is becoming increasingly important to highlight the successful efforts of those making head way in such a challenging and dynamic environment.
 
This year, the awards have nominated some of the biggest brands in the world, those that have innovated the customer experience across several key categories. Among them is Global Hotel Alliance (GHA), which hopes to win this year’s top award in the Creative Campaign category as well as the Loyalty or Reward Program category.
 
GHA currently unites 32 independent hotel brands across 76 countries around the world. This affords GHA the opportunity to offer unique and memorable customer experiences that invite guests to explore and discover a wide range of exotic locations, local cultures and rich traditions.
 
Nowhere is this more apparent than in the brand’s loyalty program DISCOVERY, which goes much further than most hotel loyalty programs. Even its name sparks notions of the adventure and excitement in store for guests across the brand’s expansive network of destinations. And by encouraging guests to explore and experience the unique aspects of each hotel property and its corresponding local culture, this is exactly what DISCOVERY brings.
 
In addition to being a one-of-a-kind loyalty program, DISCOVERY also affords the brand a high degree of creativity, though it is just one aspect of GHA’s overall creative endeavors. For GHA, creativity is something that encompasses the entire brand.
 
“Creative campaigns are really fun for us,” Kristi Gole, Global Hotel Alliance Director of Loyalty Marketing, told Loyalty360. “Our main focus over the past few months has been on creating more seamless cross channel experiences. It was an undertaking to shift around our internal resources and break down the silos, so that our members can see one message across our emails, website, and social pages, both on mobile and on desktop, enhancing the impact of each campaign. Our campaigns are all geared towards engaging our members and further establishing that connection. It’s an honor to be nominated for this category.”
 
The 2016 Loyalty Awards will take place at this year’s Loyalty Expo, May 24-26, at the DoubleTree Universal Orlando in Orlando, Florida.