Global Hotel Alliance (GHA) reported a strong start to 2025, with total stay revenue reaching $746 million in the first quarter, up 15% year-on-year. The performance was driven by growing momentum from its GHA DISCOVERY loyalty program, which now counts 30 million members globally.
Room nights rose 12% while average daily rate (ADR) increased 3% across its 850-hotel portfolio. Cross-brand revenue, generated when members stay with a different brand than where they enrolled, grew by 11%.
Redemptions of DISCOVERY Dollars (D$), the program’s currency where D$1 equals $1, jumped 60% from the previous year. Members in Spain, Germany, China and Singapore led the surge. Total revenue from redemption stays was 7.6 times the value of the D$ redeemed. For stays using over D$1,000, hotel revenue reached four to five times the amount redeemed.
“These results reflect the continued evolution of GHA DISCOVERY as a powerful platform for driving growth and guest loyalty,” said Chris Hartley, CEO, Global Hotel Alliance. “We’re seeing its impact deepen across every key metric – from revenue and redemptions to cross-brand engagement. With strong international travel demand and members spending more, even when redeeming rewards, our hotel brands are capturing more revenue from the programme at a lower cost of sale.”
Around 850,000 new members joined the loyalty program in Q1, an 8% increase from the same period in 2024.
International stays accounted for 70% of total hotel revenue, led by member travel in Asia. The Maldives and Thailand had the highest share of international guest revenue at 100% and 95%, respectively. Hong Kong SAR followed at 84%, and the UAE at 82%.
The USA, UK, Australia, China and Germany remained the top international source markets in Q1. However, member stay revenue from China grew 19%, from France 15%, and from Spain 13%, outpacing growth from the US and UK, which posted 3% and 10% gains respectively.
Thailand and Singapore were the top destinations among GHA DISCOVERY members. Travelers from Germany and Russia favored Thailand, while those from China and Australia preferred Singapore. UK-based members traveled most to the UAE, while members from the US chose the UK.
A portfolio expansion in March brought UAE-based hospitality group Rotana into the alliance. Rotana’s 80 hotels across the Middle East, North Africa, Eastern Europe and Turkey strengthen GHA’s presence in key markets.
“It’s been a great start to the year,” said Hartley. “We’re building on the momentum of a record 2024, continuing to grow our portfolio, and seeing strong returns from member engagement in our loyalty programme. With new brands like Rotana joining the fold and our metrics trending upward across the board, we’re well-positioned for another year of solid performance.”
