Cheval Collection loyalty programme expansion took a major step forward on 1 July 2025 with the launch of Cheval Discovery, a new guest loyalty scheme developed in partnership with Global Hotel Alliance (GHA).
Cheval Collection becomes the first serviced apartment operator in Europe to join the GHA Discovery programme, which is recognised as having more members per room than any other loyalty scheme in the hospitality sector.
Key Highlights
- Cheval Collection launches Cheval Discovery in partnership with GHA
- First European serviced apartment operator to join GHA Discovery
- GHA Discovery has 30+ million members globally
- Members can redeem rewards across 850+ luxury properties worldwide
- Loyalty programme offers 4% Discovery Dollars on eligible spend
- Expansion continues across EMEA, with openings in Dubai, Glasgow and Saudi Arabia
Strategic Partnership with Global Hotel Alliance
GHA Discovery counts more than 30 million members worldwide, offering the flexibility to earn and redeem rewards across a portfolio of over 850 high-end hotels and residences.
Mohammed Alawadhi, Managing Director of Cheval Collection, said loyalty programmes have become central to the guest experience.
“Loyalty programmes have become an essential part of every guest stay, and GHA Discovery offers the opportunity to recognise and reward our loyal Cheval customers, many of whom are repeat visitors to our properties around the world.
GHA Discovery has a proven track record and, with its focus on luxury brands, is an appropriate fit for us at Cheval Collection.”
Nick Pilbeam, Chief Commercial Officer, Cheval Collection, highlighted the commercial and strategic value of joining the world’s largest luxury hotel alliance.
“GHA Discovery is the world’s largest alliance of luxury hotels, offering VIP recognition for loyal guests and encouraging direct bookings, in addition to providing marketing support, access to new markets and 30 million new customers.
The programme will also deliver additional guest feedback, helping us to hone our offering as we expand globally.”
Guest Benefits Under Cheval Discovery
The Cheval Collection loyalty programme is free to join and allows members to earn Discovery Dollars equivalent to 4% of their transaction value, redeemable against future stays at any participating GHA Discovery property.
Additional benefits across the four-tier membership structure include:
- Minimum 10% discount on best available rates
- Complimentary Wi-Fi
- Members-only local offers, events and experiences
- VIP recognition at participating properties
Global Growth Momentum
The launch of Cheval Discovery comes as Cheval Collection continues its rapid expansion across EMEA.
- Cheval Maison – Expo City Dubai opened in March 2025
- Portfolio now exceeds 950 units, following the addition of more than 300 units since the opening of Lexham Gardens by Cheval Maison in London in 2021
- Cheval Maison West Regent Glasgow is scheduled to open in early 2026
- The group will make its Saudi Arabia debut in 2027 with Cheval Ladun Living in Riyadh
About Cheval Collection
Cheval Collection is an award-winning luxury hospitality company specialising in high-quality serviced apartments worldwide. Its portfolio includes the Cheval Residences, Cheval Maison and MY Locanda brands.
The group offers end-to-end expertise across development, operations and asset management, supported by specialist functions in technical services, facilities management, revenue, reservations, human resources, and sales and marketing.
With the launch of the Cheval Collection loyalty programme, the brand strengthens its commitment to guest recognition, direct engagement and global growth within the luxury serviced apartment sector.
