STORY Hotels and Colbert Collection Join GHA Discovery

Some of you may already know I've been exploring GHA Discovery hotels a fair bit lately, and I've become quite a fan of the program.

It's the loyalty umbrella over more than 40 independent luxury and boutique brands, and I've been steadily earning, redeeming, and even buying its Discovery Dollars across recent stays in Asia.

So when GHA Discovery adds new brands, it's news I actually pay attention to. This spring brought two additions worth knowing about.

STORY Hotels & Resorts has joined the alliance outright, while Minor Hotels' new Colbert Collection is now a participating brand.

STORY Hotels Brings Five New Properties

STORY Hotels & Resorts came aboard in late May as one of four new brands to join Global Hotel Alliance, the group behind GHA Discovery.

It arrived alongside Almanac Hotels, Regal Hotels International, and TemptingPlaces, a quartet that adds 22 properties to the alliance between them, with hotels in cities like Barcelona, Vienna, Prague, and Hong Kong.

STORY's own contribution is five hotels across the Middle East, North Africa, and the Indian Ocean. The brand leans on contemporary design, wellness, and curated dining, with each property rooted in the story of its location.

The headline name is STORY Seychelles, a beachfront resort on Beau Vallon Bay.

It's exactly the kind of property I like to point Discovery Dollars toward, and it opens up itineraries that pair a city stay at STORY Rabat in Morocco with a beach escape in the Indian Ocean.

Minor's Colbert Collection Comes Aboard

The second addition is Colbert Collection, a new soft brand from Minor Hotels that became GHA Discovery participating in early June.

Minor pitches it as a premium, food-first concept built around culinary experiences and social dining, which sets it apart from the more design- or wellness-led brands already in the portfolio.

For now, Colbert is essentially a single hotel. Porta Rossa Hotel Firenze opened on May 12 as the first Colbert property in the world, a historic Florence building dating back to the 1300s that's been reborn as a boutique flagship.

A second is on the way in Asia. Colbert Collection Koh Samui currently operates as Buri Rasa Village Samui, a 32-room beachfront hotel that moved under Minor management on May 1, with a full rebrand planned for early 2027 once renovations wrap up.

If recent history is any guide, a promotion won't be far behind. GHA Discovery tends to roll out bonus Discovery Dollars on newly added brands shortly after they join, so it's worth watching for an offer tied to STORY and Colbert stays.

Why I'm a Fan of GHA Discovery

Two more brands might sound like a footnote, but this is how GHA Discovery has quietly become one of the largest collections of independent luxury hotels around.

The program now spans more than 800 hotels across roughly 45 brands in 100 countries, all sharing one currency in Discovery Dollars and one set of elite tiers.

There's a counterintuitive upside to all that growth, too. The more brands and properties GHA Discovery adds, the more thinly its elite members are spread across the portfolio. A hotel that sees fewer top-tier guests on a given night has more room to actually deliver on upgrades and recognition, which is the opposite of what happens when a program's elite ranks get crowded.

That breadth is the appeal for me. Status earned at an Anantara in Thailand carries over to a Kempinski in Europe, and reaching the top Titanium tier means you earn 50% more Discovery Dollars on every stay, on top of suite upgrades and complimentary breakfast across every participating brand.

I'm not speaking hypothetically here. I earn Discovery Dollars on stays at NH, Avani, and Regal hotels around Asia, redeem them against future nights, and top up by buying D$ outright when the program runs one of its regular sales.

Closer to home, the catch for Canadians is footprint. GHA Discovery's only Canadian properties are Pan Pacific Vancouver and the two Pan Pacific hotels in Whistler, so most of the value still shows up on trips abroad rather than domestic stays.

Conclusion

None of this changes the day-to-day math of the program, but it does give Discovery Dollars a few more interesting places to land.

STORY Seychelles is the one going straight onto my list. I haven't stayed at a STORY property yet, but a beachfront resort I can book with a program I already use is an easy sell.

I'll be watching to see how Colbert Collection prices as it expands beyond Florence, and whether Minor keeps feeding new brands into GHA Discovery at this pace.