by Cheryl-Anne Sturken | November 13, 2017
Dubai-based Global Hotel Alliance has named Robin Korman to the newly created role of head of loyalty marketing and customer-relationship management. At the organization's annual CEO meeting in London recently, officials of GHA, an alliance of 35 hotel brands that represents 550 hotels in 76 countries, said the group intends to make its loyalty program, Discovery, a cornerstone of a new five-year growth plan. Discovery currently has more than 11 million members, which GHA would like to increase to 25 million in the next five years.
 
"We are delighted that Robin is joining the GHA team just as we announce ambitious growth plans," said Chris Hartley, CEO of GHA, in a statement announcing the new position. "As the megabrands merge and enlarge their loyalty propositions, and the OTAs consolidate and grow market share, so the Discovery loyalty program provides a low-cost solution for our independently owned and operated member brands, who by sharing a common platform, offer a much richer choice of hotels to their customers."
 
GHA luxury hotel brand members include Anantara, Corinthia, Kempinski Omni, Pan Pacific and Viceroy. Korman joins GHA after four years of consulting on loyalty, customer engagement and partnerships with clients including hotel companies, marketing agencies, private-equity and hedge-fund firms, and membership-based businesses, including Starwood Hotels & Resorts, Wyndham Hotels, Citibank Credit Cards, JPMorgan Chase and GE Capital.