Interview: Rotana CCO on “compelling loyalty story” for travel agents

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Nada Sheshtawy is Chief Commercial Officer at Rotana

Abu Dhabi-based Rotana has completed its transition to a new global loyalty platform by fully integrating into the Global Hotel Alliance (GHA), marking the migration of its Rewards Select members to GHA Discovery and connecting them with more than 950 hotels across 100 countries plus a community of over 32 million travellers.

In an exclusive interview with Connecting Travel, Nada Sheshtawy, Chief Commercial Officer at Rotana, said the integration “strengthens the relationship” with travel trade partners by giving them “a far more compelling loyalty story to share.”

“For travel trade partners, this makes Rotana an even stronger proposition. It supports conversion, encourages repeat travel and ultimately helps agents deliver a superior guest experience through global recognition,” she said, adding that the enhanced loyalty programme gives them “an elevated, globally recognised product” to recommend to clients.

“By becoming part of a global network of 950 hotels in 100 countries, we’re able to offer a loyalty programme that carries real value: immediate earning and redemption of Discovery Dollars, consistent recognition and meaningful benefits from the very first stay on all eligible bookings,” said Sheshtawy.

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Member benefits and programme structure

Through the Discovery programme, guests can now earn and redeem Discovery Dollars worldwide and enjoy additional perks such as room upgrades, flexible check-in and check-out and offers on local experiences.

Existing Rewards Select members will automatically transition to Discovery while retaining all accumulated benefits. Rotana will continue to operate its Rewards Exclusive and Rewards Classic schemes, catering to corporate and long-stay guests.

Founded in Abu Dhabi, Rotana continues to expand its regional footprint and currently operates 79 properties under six flags – Rotana Hotels & Resorts, Centro Hotels, Rayhaan Hotels & Resorts, Arjaan Hotel Apartments, Edge by Rotana, and The Residences by Rotana.

“Rotana has always been proud of its roots,” said Sheshtawy. “We were built in this region, and our identity, service culture, and values all reflect that heritage.

“Rotana Discovery allows us to take that identity and connect it to a much broader global ecosystem. It demonstrates that a homegrown Middle Eastern brand can stand confidently alongside the world’s leading hospitality groups, not by becoming something different, but by staying true to who we are.”

Abu Dhabi-based Rotana currently operates 79 properties under six flags

Homegrown roots, global reach

GHA Discovery, one of the world’s largest loyalty alliances, generated US$2.7 billion in member hotel revenue and 11 million room nights in 2024. While aligning with this international network, Sheshtawy emphasised that Rotana’s local identity remains central to its strategy.

“In many of our key markets, guests choose us because they feel a sense of familiarity, a warmth in the service, a respect for local culture and an experience that reflects the values of this region,” she said.

“That doesn’t change. What changes is the scale of recognition we can now offer them. By aligning with a global loyalty network while preserving our own brand DNA, we’re able to strengthen guest relationships, enter new markets with confidence and offer value that is both locally relevant and globally connected.

“Our long-term strategy rests on two pillars: staying true to our identity and expanding our global reach. Rotana Discovery allows us to do both.”

Rotana currently manages a portfolio of more than 120 properties in operation and under development across the Middle East, Africa, Eastern Europe and Türkiye. Upcoming projects include new openings in Saudi Arabia, Egypt, Iraq and the UAE.

For more information, visit rotana.com and ghadiscovery.com