For 2024, GHA Declares The Destination Hotspots!

Thursday, November 30, 2023

The world’s largest alliance of independent hotel brands, Global Hotel Alliance, for 2024, has recently unveiled the most popular destinations and what is inspiring the travelers to come to them. Japan and Thailand occupy the top spot, followed by Canada, Spain, and Hawaii. A recent survey of its GHA
DISCOVERY loyalty program members found, with the wish to explore new places and experiences are working as key motivation behind travel decisions.

To travel in 2024, Europe has appeared as the most sought-after region while staycations are thriving in Asia, headed by members in China, who are preparing more than five on average, after Malaysia and Thailand with more than four.

GHA DISCOVERY members’ travel plans just like to 2022’s inspection, are mainly driven by leisure. From different regions, most respondents on average are set to take not more than one business trip and 2-4 leisure trips.

Also, the robust revival of Asian outbound travel is absolutely clear, once again headed by China where members have six to seven leisure trips planned, followed closely by Hong Kong with 6.7, Thailand with 6.4 and Germany with 6.1 respectively. In 2024, the Middle East and Africa stand out as well, with travellers in these regions preparing for almost equal business and leisure trips.

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