beOnd and Global Hotel Alliance Partner to Elevate Global Luxury Travel Experience for Their Customers

beOnd, the world's first premium leisure airline, and Global Hotel Alliance (GHA), the world's largest alliance of independent hotel brands and creator of the award-winning multi-brand loyalty programme GHA DISCOVERY, have announced a new partnership that enhances the luxury travel journey with exclusive benefits for their loyal guests.

Through this collaboration, beOnd's eligible frequent guests will soon be able to enjoy a fast-track to the GHA DISCOVERY Platinum status, unlocking privileges such as room upgrades, late check-out, welcome amenities, and generous rewards and experiences at more than 850 hotels, resorts and palaces across 100 countries. GHA DISCOVERY members will also enjoy a 15% discount when booking their all-premium journey with beOnd throughout its global network, creating a seamless connection between premium air travel and exceptional stays.

"beOnd was founded on the belief that luxury travel should be effortless and deeply personal," said Tero Taskila, CEO of beOnd. "GHA shares our values of recognition and individuality. Together, we are extending beOnd's promise of exceptional journeys beyond the skies, creating a holistic experience that rewards our guests every step of the way."

For beOnd, the partnership marks a significant step in its evolution as a global luxury lifestyle brand. It strengthens visibility among GHA's high-value, experience-driven members and brings additional value to loyal guests through integrated air and hotel benefits.

"We are proud to welcome beOnd as GHA's first boutique airline partner," said Chris Hartley, CEO of Global Hotel Alliance. "This collaboration reflects our shared commitment to rewarding loyalty with meaningful and convenient experiences, while connecting travellers to the world through exceptional service at every stage of their journey."

The partnership opens opportunities for joint marketing and loyalty initiatives across GHA's portfolio of distinguished brands, including Kempinski, Anantara, Pan Pacific, Capella, and The Set Collection.

From the moment they board to the moment they check out, beOnd and GHA DISCOVERY offer travellers a world where luxury feels effortless, personal and infinitely rewarding.