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The Global Hotel Alliance (www.gha.com) runs a customer loyalty program known as Discover on behalf of its brands, providing a technological systems platform for members to use. "We provide knowledge and insights to help our member brands run a loyalty program," Folker Heim, director of loyalty marketing, says... The backbone of the program is the OPERA customer informa­tion system (OCIS) which is connected to the OPERA PMS (www.oracle.com/hospitality). "We exchange data on loyalty program members, profile, preferences, card members, join dates, amount of rewards, rewards redeemed and so on," Heim explains.