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Ecosystem hospitality loyalty, run on GRAVTY®.

GHA DISCOVERY. Brilliant by Langham. The LaLiT. Jumeirah One. Club ITC. The platform under the world's largest independent hospitality alliance, and the engine that settles Discovery Dollars across 40+ brands.

Hotel programs running on GRAVTY®

GHA DISCOVERY
Brilliant by Langham
The LaLiT Loyalty
Jumeirah One
Club ITC
BLR Pulse Rewards

The honest part · What's broken in hospitality loyalty

What we ship against it

How GRAVTY® answers, point for point

All six, live in production at GHA DISCOVERY, Brilliant by Langham, The LaLiT, Jumeirah One, and Club ITC. Base platform; no module purchase.

The guest is a stranger at the sister property

Multi-brand hotel groups hold the same guest in a dozen disconnected PMS profiles. Preferences learned at one property never reach the next. The group's most valuable guest checks in as a first-timer, and the welcome proves it.

Profile portability

The guest arrives already known

Stay preferences, dietary notes, room temperature, amenity choices, late-checkout history, all in one member graph. Property staff see the guest before the guest sees the reception desk. One identity across every brand, property, and channel.

Every new brand is an integration project

Bringing a brand into shared membership means custom APIs, custom contracts, and quarters of IT time. Alliances that promise scale deliver onboarding backlogs instead. Growth stalls exactly where the model is supposed to compound.

Multi-brand orchestration

40+ brands. One ecosystem. One engine

GHA DISCOVERY runs shared membership across 45 independent hotel brands on GRAVTY®: a shared earn graph, brand-level autonomy on tier benefits, ecosystem-level intelligence on the guest. Brand onboarding measured in weeks, not quarters.

Earn stops at the room rate

Dining, spa, retail, and partner spend stay invisible to the program. The stay is a fraction of what the guest actually spends under the group's roof, and the program only ever sees the folio.

Lifestyle ecosystem

Earn on dining, spa, retail, partner brands

Native partner connectors plus a partner SDK. Ecosystem mechanics are built into the engine, not bolted on after the fact, and the platform manages settlement and revenue split with every outlet and partner.

Perks don't move direct bookings

The OTA owns the booking, the margin, and increasingly the relationship. A points balance that can't be spent like money gives the guest no reason to book direct, so loyalty stays a cost line instead of a revenue channel.

Shared currency

A currency guests spend back into the ecosystem

Real-time earning and redemption of Discovery Dollars turned a guest perk into a direct revenue driver at GHA DISCOVERY. A currency that spends like money gives guests a reason to book direct, and the platform settles it across the ecosystem behind the scenes.

Cross-brand settlement is a spreadsheet

A guest earns at one brand and redeems at another, and real money has to move between P&Ls at an agreed rate. In most groups that machinery is manual: month-end reconciliation, disputed invoices, finance chasing finance.

Ecosystem settlement

Settlement, reconciliation, revenue share: platform primitives

Earn-burn-exchange across brands, per-partner settlement, reconciliation, and revenue share all run natively in the platform. When value moves between P&Ls, it moves at the agreed rate inside the platform, not in a spreadsheet.

Recognition depends on which screen is open

The front desk sees the PMS. The contact centre sees the CRM. The spa sees a POS. The member is everywhere and nowhere, and the promise of recognition dissolves at exactly the moments that are supposed to prove it.

Member 360

One member view, every surface

PMS, reservations, contact centre, mobile, and partner POS read from the same real-time member graph, and the GRAVTY® Concierge App puts instant member recognition in staff hands. Recognition stops depending on which system happened to be open.

Customer stories

Hospitality ecosystems running on GRAVTY®

"LJI was not trying to put us into their box. They were adapting to our needs. There were functionalities that we didn't even think about."

Folker Heim Chief Operating Officer · Global Hotel Alliance · GHA DISCOVERY
Common questions

The questions hospitality teams ask us first

How does GRAVTY® connect to our PMS and reservations stack?
Through the platform's API-first architecture. PMS, reservations, contact centre, mobile, and partner POS all read from the same real-time member graph, so the profile room service sees is the profile the front desk sees. GRAVTY® runs 100+ live integrations in production and connects to existing POS, CRM, and ERP systems through standard connectors.
Can each brand in a multi-brand group keep its own benefits?
Yes. Shared membership and a shared earn graph run at the ecosystem level while each brand keeps autonomy on tier benefits and program rules. GHA DISCOVERY operates this way on GRAVTY®: 40+ brands on one engine, each honouring the shared currency, each recognising its guests its own way.
How does a shared currency settle between brands?
When a guest earns with one brand and redeems with another, value moves between them at an agreed rate. GRAVTY® runs that machinery natively: earn-burn-exchange, settlement, reconciliation, and revenue share are platform primitives. Global Hotel Alliance settles Discovery Dollars across 40+ brands on exactly this engine.
Can guests earn beyond the room rate?
Yes. Dining, spa, retail, and partner-brand spend all feed the same balance through native partner connectors and a partner SDK. Ecosystem mechanics are built into the engine, not bolted on after the fact, and the platform manages settlement and revenue split with each outlet and partner.
How long does it take to onboard a new brand or partner?
Weeks, not quarters. Partner onboarding is a platform primitive with standardised connectors, so adding a brand to shared membership does not open a custom integration project. That is how multi-brand ecosystems on GRAVTY® keep growing after launch instead of stalling in the integration queue.
How is guest data residency handled for a global hotel group?
Region-pinned data plane, global control plane. Member records originate and stay in their resident geography, declared per program. GDPR, India DPDP, UAE PDPL, Saudi PDPL, and CCPA are handled at the platform layer, not implemented per release. The platform is SOC 2 Type II and ISO 27001:2013 certified.
Does this work for a single-brand hotel group, or only multi-brand ecosystems?
Both run on the same engine. Jumeirah One and Club ITC are single-operator programs on GRAVTY®; GHA DISCOVERY is a 45-brand ecosystem. The platform treats the single brand as the simplest case of the same machinery: one member graph, one rules engine, partners added when the strategy calls for them.
Related

Go deeper

Ecosystem loyalty, explained Why multi-brand programs compound, and how the settlement actually works. GRAVTY vs Capillary The head-to-head for hospitality loyalty teams evaluating both. The loyalty glossary Every term in the buyer's vocabulary, one page each. Loyalty programs directory The notable programs in every vertical, catalogued.

The real risk is inaction

Loyalty technology is moving fast. Agentic AI, ecosystem orchestration, and real-time intelligence are reshaping how the next generation of programs work. The sooner you start, the more you'll shape what's coming.

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