MICROS eCommerce (North America), a subsidiary of MICROS Systems, Inc.and leading interactive marketing company for hospitality and travel, continues to expand its reach through the recent launch of Global Hotel Alliance’s (GHA) new loyalty program website, GHA Discovery.

The services provided by MICROS eCommerce include design, marketing, and hosting of the site.

GHA, the world’s largest alliance of independent hotel brands, has long been a user of MICROS’s OPERA Reservation System and OPERA Customer Information System solutions. GHA also utilizes MICROS’s myfidelio.net for its booking engine and loyalty program.

MICROS eCommerce partnered with GHA to transform its website from a business-to-business-focused site with a loyalty program component to a business-to-consumer-focused site with a limited B2B presence.

“We selected MICROS eCommerce for its forward thinking user experience, design acumen and deep knowledge of the MICROS OPERA Enterprise Solution,” says Christopher Hartley, president of Global Hotel Alliance. “The new design offers increased guest personalization that showcases GHA Discovery’s signature Local Experience component, and the improved categorization of programs allows our guests to sort by both applicable interest area and member program level.”

“We are pleased to launch our partnership with Global Hotel Alliance and its large network of hotel and resorts across the world,” says Paul Peddrick, MICROS eCommerce’s (North America) senior vice president of digital strategy. “We look forward to providing support to the GHA ecommerce team in the areas of special promotions and special interactive enhancements, as well as supporting the member brands with multiple e-commerce initiatives.”