S Hotels & Resorts has launched SAii DISCOVERY, a new loyalty program developed in collaboration with Global Hotel Alliance (GHA), as part of its broader strategy to redefine luxury travel with a commitment to sustainability and personalized experiences. The program, which went live in July 2025, aims to enhance guest loyalty while embracing responsible tourism practices.
Expanding Loyalty and Personalization
The SAii DISCOVERY program connects S Hotels & Resorts to GHA’s international network of over 30 million travelers, offering guests the ability to earn and redeem DISCOVERY Dollars (D$) across 850 hotels worldwide. Participating properties in the initial phase include SAii Laguna Phuket, SAii Phi Phi Island Village, SAii Koh Samui Villas, and Santiburi Koh Samui. These hotels are expected to see immediate benefits in guest acquisition, retention, and direct bookings.
Michael Marshall, CEO of S Hotels & Resorts, highlighted the significance of this partnership in the company’s strategic growth. "Our partnership with Global Hotel Alliance marks a pivotal milestone in our growth journey. As we continue expanding our homegrown SAii brand, aligning with a global platform like GHA allows us to instantly connect with a community of over 30 million loyal travellers. This significantly strengthens our positioning in the lifestyle and upper-upscale segments, particularly in key leisure destinations", he said.
Marshall emphasized that SAii DISCOVERY offers more than just rewards. "This collaborative approach enables us to keep guests within the loyalty ecosystem and steadily grow our market share – positioning us to compete with more established programs. For guests, the value is clear: DISCOVERY Dollars can be used for future stays or redeemed on-site for dining, spa treatments, and exclusive local experiences", he added.
Sustainability at the Core
Sustainability remains a cornerstone of S Hotels & Resorts’ vision. Many of the company’s properties are already certified by globally recognized organizations such as Green Globe, EIC, and Green Key. By joining GHA’s Green Collection, S Hotels & Resorts enhances its visibility among eco-conscious travelers and strengthens its leadership in responsible tourism.
"Sustainability is one of our core pillars, and we are proud that several of our properties are recognised with prestigious certifications such as Green Globe and EIC (Event Industry Council) GOLD certification in the Maldives and Thailand, and a complete Green Key accreditation in 22 Mercure hotels in the United Kingdom", said Marshall. He added that the partnership with GHA allows the company to "benchmark against global best practices and continue raising the standard of what responsible hospitality should look like."
Local Experiences and Tiered Rewards
SAii DISCOVERY also focuses on delivering authentic, culturally immersive experiences. Through its "Local Experiences" offerings, guests can enjoy unique activities like wellness rituals and locally inspired tea sessions, crafted to reflect the character of each destination. Marshall explained, "At S Hotels & Resorts, we believe that travel today is no longer just about the destination, it’s about meaningful experiences."
In addition to curated local experiences, the program offers tier-based benefits, such as discounts on dining and spa services. Platinum, Titanium, and Red-tier members receive exclusive perks, including complimentary treatments, reinforcing the value of direct bookings and repeat visits.
Leveraging Technology for Enhanced Experiences
S Hotels & Resorts is also leveraging technology and AI to enhance the guest journey. These tools include AI-powered chatbots for routine inquiries and smart translation software to improve engagement in key markets. On the marketing side, the company uses platforms like Google and Meta to deliver data-driven, targeted campaigns.
"These innovations help us stay competitive while empowering our teams to focus on what matters most: creating human-centred, memorable stays", Marshall said.
Looking Ahead
While the initial phase of SAii DISCOVERY includes select properties, future integration will depend on market readiness, alignment with brand standards, and the ability of each property to deliver meaningful guest recognition. According to Marshall, "The past few years have been transformative. We’ve established best-in-class systems, strengthened our brand identity, and now have a powerful loyalty platform to drive future growth."
With its focus on sustainability, personalized experiences, and technological innovation, S Hotels & Resorts aims to set a new standard in lifestyle and luxury hospitality while building stronger emotional connections with its guests.