*Nature trail at Gangtey Lodge in Bhutan, a partner hotel of the SLH Club. Photo courtesy of SLH.*

Points-based systems and physical loyalty cards once dominated the classic travel loyalty program playbook, shaped mainly by global hotel chains.

For many independent hotels — especially in Asia’s booming and competitive markets — the story is changing. Hotel operators are discovering that a thoughtful guest loyalty program can be a strategic lever for their business, helping to build stronger guest relationships, promote sustainability, reduce dependence on high-commission OTAs, and increase direct bookings.

As modern travelers become more discerning — seeking more sustainable travel choices, authentic engagement, and cultural immersion — hotels across the region must reconsider: How can loyalty programs generate bottom-line results while promoting environmental and social responsibility, all without losing the distinctive charm that defines boutique properties?

To answer this, we spoke with leaders from Small Luxury Hotels of the World (SLH), Journey, and Global Hotel Alliance (GHA), three platforms that reimagine guest loyalty programs for independent hotels. We also gathered insights from properties using these programs, including Pan Pacific Hotels Group (PPHG), Outrigger Khao Lak Beach Resort, and Nimb Hotel, whose successes, though based in Europe, offer insights that could also be relevant in Asia.

From Points to Purpose: Guest Loyalty Program’s Evolution

For decades, loyalty programs have offered perks for frequent stays: more nights meant more points, which were often redeemed for room discounts or upgrades.

Today, this “transactional” approach falls short — especially for guests prioritizing meaningful experiences, local culture, and a positive impact.

Mark Wong, SLH’s Senior Vice President for Asia Pacific, explains how the SLH Club was designed to “deliver the same level of recognition and rewards normally associated with the global hotel chains but in a way that still reflects the individual spirit of our independent boutique hotels.”

Rather than pushing a one-size-fits-all offering, the SLH Club offers a flexible benefits program that gives member hotels the freedom to create authentic experiences that align with their unique brand identity and local culture, making the guest experience feel genuine and special rather than generic.

Journey takes a similar approach, focusing on moments rather than points. Traditional points-based programs focus on offering discounts, while Journey invests points into moments, says Zach Busekrus, Head of Journey Alliance.

“Member guests can redeem their points for experiences that become memories — think a foraging walk with the chef or a family surf lesson. These touches build ‘rituals of return,’ so guests come back for how a place makes them feel, not just the savings.”

This emotional connection, built on personalized experiences, becomes a powerful driver of repeat business — an advantage for independent hotels across Asia where differentiation is highly valued.

*NIHI Sumba in Indonesia, a Journey hotel partner. Photo courtesy of Journey.*

Sustainability at the Core: Practical Implementation

Many loyalty programs are becoming a platform for promoting sustainability-led practices, allowing independent hotels to use them to encourage guests to travel responsibly and support local communities.

SLH: Sustainability in Practice

SLH makes sustainability a core component of its loyalty program. The SLH Club is designed for guests “to ‘experience the world with intention, embrace its intimacy and protect its integrity’,” as Wong puts it. Guests are encouraged to choose low-impact, community-based stays through the Considerate Collection by SLH, a group of ‘actively sustainable hotels’ recognized by Global Sustainability Tourism Council (GSTC).

Through curated experiences—such as supporting a monastery community in Bhutan, joining coral planting and ocean conservation in Fiji, and more — every booking becomes an opportunity to create a meaningful impact for the host community.

Through its partnership with Tree-Nation, the SLH Club is planting two trees for every night booked by its member guests, resulting in over 115,000 trees planted in Tanzania, Senegal, Madagascar, and other locations since November 2023.

Journey: Empowering Local Impact

Journey equips its Alliance partners, which comprise independent hotels and private rental homes, with digital tools to curate eco-conscious redemptions and bonuses tailored to their location and season.

Here are some examples of how partners can use these tools:

Earth-Positive Multipliers: Offer bonus points to guests who opt for low-impact choices (e.g., off-peak stays, reusing linens, e-bike or boat transfers, or booking certified local guides).
Redeem for Regeneration: Allow member guests to use points for conservation or community-linked experiences (e.g., reef or trail restoration outings, native tree planting, local craft workshops with direct-to-artisan payment, or wildlife monitoring treks).
On-Property Incentives: Pair redemptions with sustainable F&B or activities (e.g., a $50 credit on the zero-waste tasting menu, 5,000 points for a refillable water kit + guided waterfall hike)

“This keeps sustainability authentic to each property while giving travelers plenty of meaningful ways to earn and redeem,” explains Busekrus.

GHA Discovery: Collaboration for Sustainability and Scale

GHA Discovery offers independent hotel brands the benefits of belonging to a large alliance, while letting them showcase their own character and sustainability-led practices. Its Green Collection brings together 472 properties worldwide, which has expanded by 150% since its launch in May 2023.

Each Green Collection property has achieved at least one certification from globally recognized environmental organizations such as EarthCheck, Green Growth 2050, Green Key, and Green Globe.

“The rapid growth of the Green Collection is a powerful testament to the shared commitment among our brands to responsible travel, proving that sustainability is not only a priority but a defining pillar of hospitality today,” says Christopher Hartley, GHA’s Chief Executive Officer.

“While the Green Collection was created to help conscious consumers make more informed choices, it also supports our hotels on their sustainability journeys - by working together, sharing best practices and success stories, and guiding one another on meaningful initiatives that expand our collective impact,” adds Hartley.

Case Studies on Loyalty-Sustainability Connection

GHA Discovery:

Pan Pacific Hotels Group (PPHG)

"With GHA’s global recognition of sustainability, including initiatives like the Green Collection that showcases certified eco-hotels, PARKROYAL COLLECTION, a brand within the Pan Pacific Hotel Group, has been further elevated in visibility. This has translated into deeper guest loyalty and repeat stays, while also strengthening profitability through premium positioning," shares Choe Peng Sum, Chief Executive Officer of Pan Pacific Hotels Group.

According to Choe, the Pan Pacific DISCOVERY program, part of the GHA DISCOVERY loyalty program, has delivered strong results for PPHG, “with membership in Singapore growing by nearly 60% between 2019 and 2021 and bookings from local members rising 161% during the same period.”

*PARKROYAL COLLECTION Marina Bay, Singapore, a partner hotel of GHA Discovery. Photo courtesy of GHA Discovery.*

Outrigger Khao Lak Beach Resort

At Outrigger Khao Lak Beach Resort in Thailand, GHA Discovery plays a key role in delivering guest experiences that are not only memorable but also responsible.

“Our Local Experiences are unique and available for GHA member guests only,” shares General Manager Sujittra Rongmuang.

‘Local Experiences’ invites guests to engage directly with the community. One highlight is a guided trip to Koh Khao island, where guests can experience the traditional "slow life", including observing local fishing practices, meeting shrimp farmers, interacting with buffalo handlers, and exploring cultural landmarks.

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asia-sustainable-travel-loyalaty-programs-independent-hotels-outrigger-khao-lak-beach-resort-beach-2.jpg

Outrigger Khao Lak Beach Resort in Thailand, a partner hotel of GHA Discovery. Photos by the resort.

SLH Club

Nimb Hotel

SLH’s Considerate Collection amplifies the sustainability stories of its member hotels, and Nimb Hotel exemplifies this approach. As a Green Key-certified property and cultural custodian of Tivoli Gardens, Nimb celebrates cultural heritage, promotes environmental sustainability, and strengthens community bonds.

“Guests staying with us enjoy direct access to this historic landmark, which enriches their experience while safeguarding Copenhagen’s cultural legacy,” explains Hotel Director Maria Oldenbjerg. This alignment with SLH’s sustainability goals shows how loyalty programs can support both environmental and cultural stewardship.

*Nimb Hotel in Denmark, a partner hotel of the SLH Club. Photo courtesy of SLH.*

The Power of Personalization

Independent hotels have a powerful opportunity to deepen guest loyalty by investing in personalized experiences. By using data and technology smartly, hotels can anticipate needs, surprise guests with thoughtful touches to exceed expectations — before, during, and after the stay.

Journey’s Guest Insights tool is a prime example of how technology can enhance personalization. It is a real-time, AI-enhanced tool inside the platform and helps member hotels “treat every guest like their best guest.”

“It pulls together what matters—arrival windows, stay details, Journey tier, past stays and spend, saved preferences, occasion cues, and signals from messaging—so teams can anticipate needs before check-in,” explains Busekrus.

This allows staff to turn a standard welcome gesture into a warm, personalized moment, such as having a favorite welcome drink ready or preparing a quiet morning itinerary for a guest.

For GHA Discovery, personalization is about “recognizing guests as individuals and offering relevant perks, curated experiences, and tailored communications that reflect their preferences and travel patterns,” shares Hartley.

“Our latest member research shows a clear shift in what travellers want from loyalty: simplicity, personalization, and tangible benefits,” says Hartley. “Today’s guests expect more than points—they want rewards that are easy to use and enhance their stay in real ways.”

The ability to easily redeem DISCOVERY Dollars (D$) — GHA’s digital rewards currency which diverges from traditional points-based programs — on rooms, dining, wellness, and curated local experiences creates usable, flexible rewards that prompt immediate return visits.

Storytelling and Emotional Connections

Independent hotels often shine brightest in their ability to make guests feel genuinely seen, remembered, and included in the story.

Journey uses its in-house production company and media services arm, Journey Studios, to help properties convey their narrative through short films, editorial features, and podcasts.

“Guests don’t just book a room; they join a narrative. Post-stay, we invite members to contribute their own micro-stories, which helps future travelers choose the right fit and gives each property a living archive of what guests loved most,” says Busekrus.

SLH’s loyalty program goes beyond transactional benefits to create emotional connections with guests. At Nimb Hotel, thoughtful touches, like remembering guest preferences and anticipating special occasions, create an atmosphere where guests feel truly valued.

“Guests value these thoughtful touches, which reinforce the high standards and sense of care they’ve come to expect at Nimb,” says Oldenbjerg. “These efforts have strengthened guest loyalty, with many of them returning year after year to celebrate anniversaries, Christmas, or the magic of Tivoli Gardens through the seasons.”

Reducing Reliance on OTAs

Many independent hotels rely on Online Travel Agencies (OTAs), but lose margins due to high commission fees, which typically range between 15% and 25% per booking.

Loyalty programs offer a direct channel for engaging with guests and encouraging repeat bookings since they are designed to drive long-term direct relationships.

GHA Discovery, for instance, has been instrumental in driving direct bookings for its member hotels. “By leveraging GHA Discovery, independent hotel brands can access new markets and customers they couldn’t reach cost-effectively as smaller brands,” explains Hartley. “The program gives a brand’s existing customers more reasons to book through direct channels while also providing hotels with significant levels of incremental ‘cross-brand’ revenues.”

Hartley shared that Bellustar Tokyo, A Pan Pacific Hotel and HOTEL GROOVE SHINJUKU, A PARKROYAL hotel, saw 70% of their bookings come from GHA DISCOVERY members within three months of opening.

At Outrigger Khao Lak Beach Resort, the program has had a positive impact on bookings by providing access to a global community of loyal and engaged travelers. “The ability for guests to earn and redeem Discovery Dollars (D$) across Outrigger resorts as well as a diverse portfolio of brands enhances the overall value of the program and reinforces their connection to our property and our brand in general,” says Rongmuang.

Nimb Hotel reported increased bookings and guest loyalty through its participation in SLH. “Being part of the SLH Club program and its Finest Collection has been a meaningful way to increase awareness of Nimb on an international stage. As a small, stand-alone property with only 38 rooms, we value the visibility the SLH platforms provide, helping us connect with like-minded travellers who appreciate luxury boutique hospitality,” shares Oldenbjerg.

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Bellustar Tokyo, A Pan Pacific Hotel, a partner hotel of GHA Discovery. Photos by the hotel.

Supporting Hotel Teams for Long-Term Impact

A loyalty program is only as successful as its adoption by both guests and hotel staff. Training and operational support make all the difference.

SLH provides a comprehensive toolkit and conducts online training during implementation. Its Hotel Services team supports member hotels with new staff training, guest issues, and service recovery. An annual “Mystery Inspection” ensures the program is managed effectively at the property level.

GHA Discovery offers scale and technology partnerships — such as with Oracle, which helped build their centralized platform, facilitating the recognition and rewarding of loyalty program members across the alliance’s 850 hotels.

Hotels in the GHA network also share best practices via committees of IT and operations experts. This collective collaboration helps member brands avoid technology fads or missteps and drives cost efficiencies, reducing distribution costs from around 20% to nearly 5% for some hotels.

Actionable Steps to Prepare for Partnership with Leading Loyalty Programs

If your independent hotel is planning to join a loyalty platform such as GHA Discovery, Journey, or SLH Club, taking these steps will support a smooth integration and help your property maximize the benefits of the partnership.

Align guest experiences with program standards: Work with your chosen platform to adapt standard member benefits — like room upgrades or early check-in — and complement them with unique, locally inspired experiences that showcase your property and community.

Audit and build your sustainability practices: Assess your current environmental and social initiatives to see how they align with or can support the platform’s sustainability focus, such as reforestation, marine protection, or responsible sourcing. Document measurable results to share with guests and the loyalty network.

Enhance personalization efforts: Train your team to make the most of the platform’s CRM and guest insight tools, so that personalized welcomes, recognition, and special touches are delivered to every loyalty member.

Gather compelling stories and content: Encourage staff and guests to share experiences that highlight your property’s culture and impact. Take advantage of the loyalty platform’s channels — such as guest features or hotel spotlights — to amplify your story.

Educate on the value of direct bookings: Make sure both staff and guests understand the benefits of booking direct within the loyalty program, such as access to member-only experiences and rewards, and communicate these advantages clearly in your marketing.

Incorporate loyalty program training: Integrate the platform’s guidelines on guest engagement and sustainability into team training and onboarding. Make use of the available toolkits and resources to ensure consistent service and delivery of benefits to members.

Create immediate value for new members: Enable your team to provide instant recognition and thoughtful touches to loyalty members from their very first stay — whether that’s a surprise amenity, a personal note, or expedited benefits.
Track feedback and optimize performance: Leverage the analytics and reporting tools from the program to monitor performance metrics, guest satisfaction, enrollment rates, and sustainability impact — then act on this data to continuously improve.
Showcase your property’s impact: Use loyalty communications and platform touchpoints to highlight your achievements in sustainability, community support, and guest experience — making it clear how guests’ ongoing loyalty makes a difference.

By focusing on these areas, your hotel will be well-prepared to join and thrive within leading loyalty platforms, elevating your brand, deepening guest loyalty, and advancing sustainability goals.