Celebrating two decades: Global Hotel Alliance starts anniversary year with remarkable first quarter results

Monday, April 15, 2024

The Global Hotel Alliance (GHA), headquartered in the UAE and recognized as the world’s largest alliance of independent hotel brands, celebrates the outset of its 20th anniversary with impressive Q1 results. Total hotel revenues for Q1 2024 soared to US$649 million, marking a 17% increase over the same period in 2023. Concurrently, total room nights surged by 20%, accompanied by a 2% rise in the Average Daily Rate (ADR) across its expansive portfolio of 800 hotels.

The GHA DISCOVERY loyalty program witnessed remarkable growth, with new enrollments spiking by 28% in the first quarter of 2024 compared to the previous year. Additionally, redemptions of the program’s rewards currency, DISCOVERY Dollars (D$), experienced a staggering 109% year-on-year increase, particularly driven by members hailing from Spain, Singapore, and China.

Highlighting the alliance’s success, cross-brand revenue reached $86.2 million in Q1, marking a notable 32% increase, with prominent beneficiaries including Anantara, Kempinski, Pan Pacific, and PARKROYAL.

Since its inception just over two years ago, GHA DISCOVERY members have received D$206 million, stimulating travel within the alliance and fostering a significant uptick in direct bookings, which surged by 40% on GHA channels compared to 2023. Notably, nearly two-thirds of these direct bookings now occur through the GHA DISCOVERY app.

“As we enter our 20th anniversary year, GHA is not only delivering impressive numbers, but tangible business growth to our hotel brands. Our Q1 results also underscore our commitment to providing our GHA DISCOVERY members with unparalleled choice and flexibility; the surge in new enrolments and record-breaking redemptions of D$ reflect their level of engagement with the programme” said GHA CEO Chris Hartley.

Q1 2024 also unveiled key market and member trends, with international stays dominating hotel room revenues, particularly in destinations like the Maldives, Thailand, and Hong Kong. US and UK members wielded substantial influence, contributing significantly to international room revenue.

Moreover, insights into 2024 destination preferences reveal Saint Lucia as the top choice for US members, the UAE for UK and German members, Thailand for Russian members, Hong Kong for mainland Chinese members, and Singapore for Australian members.

Since its inception in 2004, GHA has evolved into a collection of 40 brands encompassing over 800 hotels, resorts, and palaces in 100 countries. Its GHA DISCOVERY loyalty program, launched in 2010, boasts 26 million members driving $2.3 billion in revenue and 10 million room nights (as of 2023).

Recent milestones include the revamping of GHA DISCOVERY, NH Hotel Group’s integration into the alliance in 2022, and the 2023 launch of the Green Collection, promoting conscious travel choices. Additionally, partnerships with Regent Seven Seas Cruises and Plum Guide further enrich the loyalty offering, while the inclusion of Lore Group and Cheval Collection expands the array of accommodations available to GHA DISCOVERY members.

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