Serviced apartment group Cheval Collection has signed to link its portfolio to the Global Hotel Alliance, recognising the value of being part of a larger loyalty programme as it seeks to grow its international presence.
The GHA, which lays claim to being the world’s largest alliance of independent hotel brands, is celebrating 20 years in business. Today, it has become a powerhouse driving reservations to those independent properties, via membership of its GHA Discovery loyalty programme, which has no less than 26 million members worldwide.
Building internationally
Cheval launched its first property in London in 1981, and today owns and operates a portfolio of more than 800 apartments; in its London home there are now nine locations across the capital, now joined by three in the Scottish capital, Edinburgh and one in Dubai.
With around 40 independent brands represented, GHA provides guests with a single source of more than 800 curated hotels, in more than 100 countries. Together, member properties have 9.3 million room nights booked via GHA per year, representing USD2.3bn in room revenue. As well as mainstream hotel accommodation, GHA has sought in recent years to broaden its choice of lodging options, with a variety of high quality serviced apartment operators now linked to the organisation, giving long stay guests a further choice of where to stay, if away on business for lengthy periods of time.
“Guests increasingly expect a loyalty programme as part of their stay and, as we expand around the world, Global Hotel Alliance offers the potential to raise our profile, while also gaining valued guest feedback,” said Mohammed Alawadhi, managing director of Cheval Collection. “GHA Discovery is the only loyalty scheme run by hotels, for hotels, encouraging direct bookings as well as providing additional marketing support and access to new markets.”
Growth in Dubai
In March 2024, Cheval signed a second site in Dubai, announcing plans to repurpose the Leadership Pavilion in Expo City Dubai. The building, which hosted visiting world leaders during Expo 2020 and was used again to host attendees at the COP28 climate conference in late 2023, will be repurposed to deliver serviced apartment accommodation, and is expected to reopen in late 2025. The project will have a mix of 150 studios, one and two bedroom units, with guests having access to a rooftop pool, restaurant, bar, coffee shop and brasserie.
Cheval is also planning to expand its presence in Scotland, with a property in Glasgow expected to go live in 2026. There, it will operate a property with a mix of 70 apartments in differing sizes, in a block being developed by owner 141WRS.
