How to Localize a Hospitality Brand for China: GHA DISCOVERY

GHA DISCOVERY’s Chinese website was launched at the end of 2025

With China’s travel market reignited from the start of 2023, multi-brand loyalty program GHA DISCOVERY decided it was the right time to focus more seriously on China and commit to full localization. Within three years, GHA DISCOVERY launched a Chinese-localized booking system, a website, accounts across three Chinese social media platforms, mini programs on WeChat and RedNote, and even an updated Chinese name.

GHA DISCOVERY is shared across the 55 independent hospitality brands of Global Hotel Alliance (GHA), with 1,000 hotels in 100 countries serving 36 million members. Their presence in Greater China has grown from 48 hotels across 10 brands in 2023 to now 61 hotels across 13 brands, including brands like Anantara, Capella, Kempinski, Niccolo, and Sukhothai.

“There is great potential in the China market and we have only scratched the surface so far,” said Kristi Gole, EVP Strategy at GHA. “Not only do we have a growing collection of hotels in the country, but we also have several million loyalty members residing there, contributing largely to the domestic market but also internationally on their travels, contributing to China’s return as a key feeder market to our hotels in other regions. We know this market is distinct, with different platforms, rules and preferences, and we allocated a significant investment to tailor our approach and our presence, to better show up for our existing and prospective members there.”

GHA DISCOVERY’s WeChat mini-program supports WeChat login and registration using Chinese characters

A key aspect of GHA’s localization program was updating and integrating the loyalty program and its booking engine. Now, users can connect their WeChat account to GHA DISCOVERY’s system and use this to login, available through both Chinese and global channels. Alternatively, they can login with their phone number or email. Importantly, members can now use Chinese characters when inputting their name and information – previously, they had needed to input this information using Pinyin Romanization. Finally, the loyalty program has been fully synchronized, so that sign-ups on the Chinese version can login to their accounts on GHA DISCOVERY’s global channels and vice versa.

Another important part of GHA DISCOVERY’s localization drive was getting established on Chinese social media platforms. At the end of 2022, GHA opened accounts on WeChat and Weibo, adding WeChat Channels and RedNote in 2024. By the start of 2026, these were among the top international hotel accounts on each platform for reading rates and user engagement. WeChat follower numbers grew by more than 17% in Q1 2026 alone, with RedNote followers up by more than one-third.

To enhance brand recognition and appeal, GHA DISCOVERY also selected a new Chinese name – GHA探索之旅 – unifying all Chinese social media accounts under this name in 2024.

At the end of 2025, GHA Discovery launched its Chinese website, WeChat mini program, and RedNote mini program. The WeChat mini program has proved particularly popular since its launch, accounting for more than 80% of GHA DISCOVERY’s new program sign-ups and booking revenue across these new channels in the first quarter of 2026.

In addition, GHA saw a significant lift in the Net Promoter Score (NPS) from Chinese members in Q1 2026, increasing 33 points (+92%) year-over-year, which is a strong indicator of user engagement and satisfaction.

“We remain committed to being where our customers are, engaging them in personalized and relevant ways, and adding value to their travel experiences. We look forward to further growing our social presence and appealing to the local audiences, with Dragon Trail’s guidance and support in the ever-changing landscape,” Gole commented.

Localization check-list – Travel brands in China

✓ Chinese name
✓ Chinese website
✓ Chinese social media accounts
✓ WeChat-integrated sign-in and booking engine
✓ Sign-up allows Chinese character input

Q&A with Kristi Gole, EVP Strategy at GHA

What is the potential you see in the China market – what drove you to commit so fully to localizing for this market?
Gole: In 2023, with China’s return to outbound travel, we estimated the potential of US$125m in incremental revenue to capture from China-resident members. We thought our initial investment in 2023-2024 could drive notable topline revenue to our hotels, while breaking-even or go up to a 3:1 bottom-line ROI for GHA. We have not realized that break-even return yet in 2026, but we remain hopeful that the new channels being live, with continued development and promotion, will drive the expected engagement by end of year.

What are some of the main highlights/successes from your focus on the China market over the past few years? What are you most proud of?
Gole: I think Dragon Trail’s Q1 2026 social media rankings are something worth celebrating: GHA DISCOVERY went from approx. 30th place in Q4 2025 to now 3rd place on WeChat, ahead of many of the big programs!

What’s next – what are your goals for the rest of 2026 and beyond in China?
Gole: We are still rolling out many basic functionalities on the Chinese mini programs, having launched with core functionalities first to increase the speed to market, which is the focus this year. More social engagement as well to drive more awareness and conversion, with a close eye to ROI now that we are three years into this rollout.

Dragon Trail is proud to work with GHA DISCOVERY in China, managing its social media presence across WeChat, Weibo, and RedNote; supporting with the selection and publicity of the brand’s Chinese name; localizing its booking engine; launching its website, RedNote and WeChat Channels accounts, and WeChat and RedNote mini programs; and providing quarterly reporting on recommendations for reputation management and digital channels. Please contact us to discuss how we can help localize your brand for the Chinese travel market.