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In this week’s AST Briefing, we spotlight a topic close to the mind of every general manager and every guest-facing leader: how to increase direct booking while building guest loyalty.

We hope you find this week’s case studies and insights both insightful and actionable.

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A Closer Look at Sustainability-Centric Loyalty Programs for Independent Hotels in Asia

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 booking.

Today’s travelers want more from their experience, particularly sustainable choices, authentic engagement, and cultural immersion. The question for hotels: Can loyalty programs deliver profits and responsibility without losing the boutique charm that sets them apart?

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.”

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.

Similarly, Journey has shifted its guest loyalty program to focus on moments rather than points.

Sustainability at the Core

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

SLH: Sustainability in Practice

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).

→ Read more about the SLH Club.

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.

→ Read more about how Journey’s hotel partners are using these tools.

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. 

→ Find out how Pan Pacific Hotels Group and Outrigger Khao Lak Beach Resort make use of the GHA Discovery program.

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.

→ Read more about how Journey’s Guest Insights, as a tool, enables partner hotels to “treat every guest like its best guest.”

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, we recommend these 9 steps to support a smooth integration and help your property maximize the benefits of the partnership.

→ Go deeper into the 9 steps here.

Curious about the future of Philippine hospitality?

Here’s your chance to be a step ahead!

For the second year in a row, we’re proud to announce that Asia Sustainable Travel (AST) is returning as an official media partner at the 8th Hospitality Philippines Conference #HPC2025.

📅 September 17–18, 2025
📍 Marriott Manila

Enjoy a special 20% discount exclusively offered by Hospitality Asia to AST Briefing subscribers.

👉🏽 Secure your ticket here. Enter Asia Sustainable Travel under the "Referred by" section.

Don’t miss this opportunity to enhance your hospitality knowledge and network with industry leaders!

Join us at the next AST Webinar on Sep 3, 2025

Jeremy Tran, Co-Founder of AST, will host a live conversation on “Breaking the Chain to Save It: How Asia’s Hospitality Can Fix Food Systems.”

Featured speakers:

• Peggy Chan, Executive Director of Zero Foodprint Asia

• Andrew Dixon, Founder of Nikoi and Cempedak Islands

• Bjorn Low, Chief Urban Farmer of Edible Garden City 

They’ll discuss how hotels and resorts can turn sustainable food sourcing into a powerful brand advantage.

Don’t miss out on this insights-packed conversation.

📍 Live on Zoom

👉🏽 Secure your spot today

💡 Attendees will receive a key insights report with actionable takeaways and resources to scale regenerative food initiatives.

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