Rotana to launch new worldwide loyalty program next month

Abu Dhabi-based hotel operator Rotana has announced it will launch its new loyalty programme, Rotana Discovery, on 1 December 2025. This initiative is part of Rotana's collaboration with the Global Hotel Alliance (GHA) and will be integrated into the GHA Discovery platform.

By joining the Global Hotel Alliance, Rotana aims to enhance guest value, support its international expansion, and ensure consistent service across its properties. Existing members of the Rotana Rewards Select programme will be automatically transitioned to Rotana Discovery.

Through the new programme, Rotana members will gain access to benefits at 950 hotels across 100 countries and become part of a network with over 32 million travelers. The initiative is designed to boost Rotanas global presence and strengthen its reputation in the hospitality industry.

The partnership with GHA is expected to deliver added value for guests, business partners, and hotel owners as Rotana expands in the Middle East, North Africa, Trkiye (MENAT) and beyond.

Rotana CEO Philip Barnes commented: Hospitality is about meaningful connections, shared experiences, and making every guest feel valued. Rotana Discovery allows us to deepen these connections while broadening our international reach. Our collaboration with GHA introduces Rotanas hospitality to new audiences globally, highlighting our commitment to trust, consistency, and genuine care.

Currently, Rotana manages over 79 hotels and has additional properties planned in various markets. Members of Rotana Discovery will be able to earn and redeem Discovery Dollars at participating hotels worldwide. Other perks include flexible check-in and check-out, complimentary room upgrades, and access to local offers at each destination.

The programme aligns Rotanas loyalty system with global standards while maintaining the companys established guest service approach. Current Rotana Rewards Select members will retain their existing benefits and status when moved to Rotana Discovery. Meanwhile, the company will continue operating Rotana Rewards Exclusive and Rotana Rewards Classic programmes for corporate clients and long-stay guests.

Analysis: Rotana Discovery – A Strategic Move for Global Expansion

The introduction of Rotana Discovery marks a significant step in the hotel operator's growth strategy, as it expands its global footprint. By joining the Global Hotel Alliance (GHA), Rotana aims to enhance its brand's visibility and extend its reach to a broader audience of over 32 million travelers. This move aligns the hotel chain with industry standards while maintaining its core values of guest satisfaction and service excellence.

The integration with GHA allows Rotana to tap into a network of 950 hotels across 100 countries, giving its loyalty program members access to a wealth of benefits and perks worldwide. Existing Rotana Rewards Select members will seamlessly transition to the new system, ensuring no disruption in their benefits or status. This smooth migration is crucial for retaining customer loyalty and continuing the company's commitment to offering value to its guests.

By expanding its presence in the Middle East, North Africa, and Türkiye, Rotana seeks to strengthen its position in a highly competitive market. The collaboration with GHA not only facilitates international expansion but also promises increased value for business partners and hotel owners alike. With perks like flexible check-in and check-out, room upgrades, and Discovery Dollars for members, Rotana Discovery sets itself apart as a customer-centric loyalty program that prioritizes meaningful experiences and connections.

Overall, the launch of Rotana Discovery represents a well-calculated move to increase the company's international appeal, provide added benefits for travelers, and continue its steady growth in the global hospitality sector.

Sources:

• Rotana to roll out new global loyalty programme next month