Global Hotel Alliance (GHA) has expanded the Local Offers and Experiences available through its GHA Discovery loyalty programme by partnering with City Unscripted to introduce personalised city tours led by local hosts.
The new Local City Tours category adds to the programme’s existing Experiences portfolio, which includes tours and classes, nature, culture, adventure and events. The initiative supports GHA’s Live Local concept, offering members more opportunities to explore destinations through locally tailored experiences.
Developed with City Unscripted, the tours are customised to each traveller’s interests, covering areas such as food, design, neighbourhoods, history, culture and family activities. Rather than following fixed itineraries, members are matched with local hosts who create personalised experiences based on individual preferences.
The tours are available in 15 cities including Amsterdam, Bangkok, Berlin, Dubai, Hong Kong, Lisbon, London, Madrid, Mexico City, Munich, Paris, Rome, Singapore, Sydney and Tokyo.
GHA Discovery members receive a 20 per cent discount on City Unscripted experiences booked through the programme’s website or mobile app, together with priority host matching and a complimentary pre-trip planning call.
The expansion reflects growing demand for personalised travel experiences. GHA said recent research among its members found that eight in ten travellers believe their journeys change how they see the world and themselves.
Beyond city tours, GHA Discovery’s Experiences portfolio includes activities such as cooking classes, helicopter flights, museum access, wildlife encounters and cycling tours, while some experiences support conservation and local community initiatives.
The programme also offers more than 2,500 Local Offers that can be redeemed without an overnight stay, including dining, spa treatments, day-use facilities, golf, co-working packages and complimentary pool access. Dining accounts for 60 per cent of Local Offer bookings, followed by spa experiences at 22 per cent.
Jelena Kezika, vice president of strategy at GHA, said: “As travellers increasingly seek meaningful and transformative experiences, loyalty programmes must continuously adapt to meet these evolving expectations.”
