Global Hotel Alliance smashes records in 2023, foresees continued growth in 2024

Wednesday, January 24, 2024

Celebrating its 20th anniversary, the Global Hotel Alliance (GHA), headquartered in the UAE and representing the world’s largest alliance of 40 independent hotel brands, has announced exceptional results for the year 2023. All key performance indicators have reached unprecedented levels.

The GHA DISCOVERY loyalty program, shared among the alliance’s 800 hotels, achieved a record-breaking total room revenue of US$2.3 billion, surpassing the previous year by over US$1 billion. The program’s member base exceeded 25 million in 2023, with 2.7 million new enrollments during the year, compared to 1.6 million in 2022.

For the first time, repeat stay revenue crossed the billion-dollar mark, marking a 60% year-on-year increase to US$1.4 billion. Hotel cross-brand revenue also surged by 71% to $289 million, showcasing the success of GHA DISCOVERY’s loyalty model, encouraging members to utilize program benefits, including earning and spending DISCOVERY Dollars (D$) across the alliance’s 40 member brands.

The value of DISCOVERY Dollars (D$1 equal to US$1) became more evident, leading to a doubling of D$ redemptions year over year. Redemption rates peaked during significant 2023 holiday periods, with December witnessing the highest redemption rate since the currency’s launch two years ago.

GHA CEO Chris Hartley attributed the record-breaking results to customer acceptance of the GHA DISCOVERY program and its rewards currency. He expressed confidence as the alliance, amid record revenues, approaches its 20th-anniversary celebrations, anticipating further growth with the addition of more upscale and luxury hotels and brands.

Key booking preferences of GHA DISCOVERY members in 2023 highlighted international travel dominance, with 60% of revenue attributed to international stays. Top feeder markets for international stays included the US and the UK, while Thailand emerged as the most popular destination overall.

The GHA direct web and app bookings witnessed significant growth, doubling in 2023, with a 65% higher average spend per member compared to other third-party channels. Hartley emphasized the milestones achieved in 2023, including the introduction of a cruise component through a partnership with Regent Seven Seas Cruises and the Green Collection initiative identifying sustainable hotels. The expansion of the hotel portfolio to new destinations and a wider range of options contributed to the program’s record loyalty levels.

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