When I arrive in a new city, my favourite way to connect with it is to simply get out and explore. Whether it’s wandering through neighbourhoods, joining a guided city tour, or hopping on a classic hop‑on hop‑off bus, every traveller has their own style. But today’s travellers are increasingly searching for authentic, local experiences that go far beyond the traditional guidebook.
That’s why the new partnership between GHA DISCOVERY and City Unscripted is an interesting development. It adds a new category, Local City Tours, to its existing Experiences portfolio,
Developed with City Unscripted, a leader in personalised private tours hosted by knowledgeable locals, this collaboration gives members the chance to discover destinations through the eyes of real residents.
Even better. As part of the partnership, as a GHA DISCOVERY member you’ll receive an exclusive 20% discount on City Unscripted bookings made through the GHA website or app. Under the partnership, they are also promising priority host matching and a complimentary 30‑minute pre‑trip planning call to share their interests and travel style before the experience begins.
A Quick Introduction to City Unscripted
Unlike standard city tours, every City Unscripted experience is fully customised. Members are matched with a local host who is briefed on their interests. For example. you may be interested in local food culture, design, neighbourhood life, history, family‑friendly activities, hidden gems, or simply getting comfortable in a new city.
The result is a flexible, immersive, and personal way to explore. The idea is that instead of being shown around, you get to feel connected to the city.
Available in 15 Iconic Urban Destinations
These curated experiences are available in 15 of the world’s most popular cities, many of them top hotspots:
- Berlin
- Lisbon
- Madrid
- London
- Munich
- Paris
- Rome
- Amsterdam
- Singapore
- Bangkok
- Sydney
- Mexico City
- Hong Kong
- Tokyo
- Dubai
Each experience blends iconic landmarks with lesser‑known neighbourhoods, independent cafés, local stories, and cultural insights tailored to your interests.
Explore Cities Beyond the Guidebook
Travellers can uncover artistic corners of Montmartre, dive into Tokyo’s vibrant food scene, discover Dubai beyond its futuristic skyline, or wander through Lisbon’s charming backstreets. These experiences offer a richer, more personal version of each destination.
This growing portfolio reflects a rising demand for purposeful, meaningful travel. More travellers want experiences that enrich their journeys while creating a positive impact on the places they visit.
Local Offers
GHA DISCOVERY’s Local Offers make it easier than ever for travellers to enjoy luxury hospitality as part of their everyday life. From sunset cocktails overlooking city skylines to restorative spa rituals, golf experiences, day‑use escapes, and flexible work‑from‑hotel packages, members can unlock premium experiences at participating hotels—all without booking a room.
Dining is by far the most popular category, accounting for 60% of all Local Offer bookings made by GHA DISCOVERY members. Spa experiences follow at 22%, reflecting travellers’ growing interest in wellness‑focused escapes. The remaining bookings span Complimentary Access, Golf & Sports, and flexible work‑from‑hotel packages, showcasing the diverse ways members engage with hotels beyond a traditional stay.
These Local Offers highlight how modern travellers are redefining luxury—seeking meaningful, everyday experiences that blend convenience, comfort, and connection with local culture.
Unlock 2,500+ Local Offers With GHA DISCOVERY
GHA DISCOVERY’s growing collection of Local Offers and Experiences has become one of the programme’s most distinctive features. With complimentary membership and access to exclusive benefits, travellers can unlock over 2,500 curated offers from participating hotels worldwide. And you don’t even need to make an overnight stay.
From culinary workshops and spa rituals to cultural tours and family‑friendly activities, these local experiences help travellers connect more meaningfully with destinations, whether they’re exploring abroad or discovering hidden gems close to home.
Travellers Want Meaningful, Transformative Experiences
Recent consumer research conducted by Global Hotel Alliance shows a clear shift in traveller expectations. According to the study, eight in ten travellers say their journeys change how they see the world (and themselves). This growing desire for purposeful, transformative travel is reshaping how loyalty programmes support their members.
Reflecting on this trend, Jelena Kezika, VP Strategy at Global Hotel Alliance, shared:
“As travellers increasingly seek meaningful and transformative experiences, loyalty programmes must continuously adapt to meet these evolving expectations. At GHA, we are committed to helping our members create deeper connections with destinations, cultures, and local communities, whether they are travelling abroad or discovering hidden gems closer to home.”
Purposeful Travel for Modern Explorers
The partnership with City Unscripted and the expansion of GHA DISCOVERY’s Local Offers portfolio highlight a broader movement toward purposeful, experience‑driven travel. More travellers want journeys that enrich their lives while positively impacting the places they visit.
