The luxury travel industry has a new player making global waves. S Hotels & Resorts has officially joined the Global Hotel Alliance (GHA), bringing its flagship SAii brand into the spotlight with the launch of SAii DISCOVERY, a loyalty program designed to deepen connections with guests worldwide. With over 30 million travelers in GHA’s network, this strategic partnership positions S Hotels & Resorts to grow faster and smarter in the competitive global hospitality market.
A Milestone in Global Expansion
Michael Marshall, CEO of S Hotels & Resorts, describes the collaboration with GHA as a pivotal milestone in the company’s growth journey. By integrating SAii with GHA’s worldwide network, the brand gains instant access to millions of loyal travelers while strengthening its reputation in the lifestyle and upper-upscale markets.
“This partnership allows us to connect with guests across borders,” Marshall explained. “SAii DISCOVERY isn’t just about points — it’s about building relationships and delivering experiences that resonate globally.”
This focus on meaningful travel experiences, combined with scalable operations, lays the foundation for long-term, sustainable growth.
Launching in Thailand with Four Key Properties
The SAii DISCOVERY program will debut across four iconic properties in Thailand:
- SAii Laguna Phuket
- SAii Phi Phi Island Village
- SAii Koh Samui Villas
- Santiburi Koh Samui
Guests staying at these resorts will enjoy DISCOVERY Dollars (D$), a flexible currency that can be redeemed for stays, spa treatments, fine dining, or local activities. This reward structure encourages direct bookings while creating stronger engagement and loyalty from the first interaction.
Participating properties will also benefit from being part of a global loyalty ecosystem, enabling cross-promotion across 850 hotels worldwide. This shared network ensures repeat travelers can discover SAii properties while feeling instantly recognized and valued.
Data-Driven Personalization
One of the most powerful features of GHA DISCOVERY is its robust guest insight system. By sharing preferences and travel history across the network, SAii properties can personalize experiences even for first-time guests. From preferred room types to favorite dining options, every stay becomes more seamless and memorable.
Aggregated data from the loyalty platform will also guide strategic decisions in product development and portfolio expansion, allowing S Hotels & Resorts to fine-tune its offerings and identify growth opportunities in emerging markets.
Future Growth and Portfolio Integration
The rollout of SAii DISCOVERY across the initial four properties is just the start. S Hotels & Resorts plans to expand the program to additional properties within its portfolio as market readiness and operational alignment improve.
By upgrading systems, refining its brand identity, and investing in loyalty innovation, the company has built a solid foundation for rapid and strategic expansion. Future integrations will ensure every property offers consistent, high-value experiences aligned with the SAii philosophy.
Sustainability and the Green Collection
Sustainability has always been a core value for S Hotels & Resorts, and its entry into GHA’s Green Collection is a natural progression. Many of the company’s properties, including its UK portfolio of 22 Mercure hotels, are Green Key accredited, and others hold certifications from organizations like Green Globe.
Joining the Green Collection highlights the brand’s commitment to responsible hospitality. Guests are increasingly seeking eco-conscious travel, and SAii properties respond with initiatives like marine conservation programs, waste reduction efforts, and partnerships with local suppliers. This focus on environmental and community well-being strengthens the brand’s appeal to the growing market of sustainability-minded travelers.
Experiences that Go Beyond the Stay
Marshall emphasizes that travel today is about experiences, not just destinations. Through SAii DISCOVERY, guests gain access to curated local adventures that connect them with each destination’s culture and community.
Whether it’s an afternoon tea crafted with organic Thai tea, a spa ritual inspired by local wellness practices, or hands-on cooking sessions with regional chefs, these experiences set SAii apart. The loyalty program’s tiered rewards also enhance the journey, with discounts, complimentary services, and exclusive perks for higher-tier members.
Tiered Rewards for Deeper Loyalty
SAii DISCOVERY offers a multi-tier structure that delivers tangible value at every level:
- Silver and Gold Members: Enjoy discounts on dining and spa services.
- Platinum and Titanium Members: Access exclusive wellness benefits, complimentary treatments, and tailored experiences.
- Red Level Members: Receive premium privileges for the ultimate SAii experience.
By offering rewards that reflect the unique spirit of each destination, SAii fosters emotional connections that drive repeat visits and long-term loyalty.
Innovation and Technology in Hospitality
S Hotels & Resorts is not only innovating through loyalty but also enhancing operations with technology. From AI-driven marketing tools that optimize global campaigns to chatbots that simplify guest communication, the brand is leveraging technology to elevate guest experiences while maintaining its signature human touch.
Digital tools like Performance Max and Advantage+ allow targeted, data-driven campaigns in key markets, ensuring maximum visibility while keeping operations efficient.
Building Lasting Connections
At its core, SAii DISCOVERY blends global reach with local intimacy. Guests can earn and redeem rewards at over 850 hotels worldwide, while enjoying one-of-a-kind experiences at SAii properties that highlight the character and culture of each destination.
This combination of scale, authenticity, and personalization sets the program apart from traditional loyalty schemes. It’s not just about accumulating points — it’s about fostering emotional connections that turn first-time visitors into lifelong guests.
Looking Ahead
In the fast-evolving global hospitality market, differentiation is key. By merging loyalty innovation, sustainability, and personalized guest experiences, S Hotels & Resorts is carving out a strong position in the lifestyle and upper-upscale segments.
With the launch of SAii DISCOVERY and the support of Global Hotel Alliance, the company is well-positioned for accelerated growth, stronger brand recognition, and a more connected guest community.
As the travel industry continues to evolve, S Hotels & Resorts is proving that the future of loyalty lies in experiences, authenticity, and meaningful engagement — values that ensure its place as a forward-thinking leader in global hospitality.
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