Katharina Dein has been appointed Vice President of Commercial, Jelena Kezika becomes Vice President of Strategy, and Andrea Krenn takes on the newly created role of Senior Vice President of Communications. These leadership changes are part of GHA’s strategy to continue expanding its global reach and enhance its competitive edge in the rapidly evolving travel and hospitality industry.
Expanding global reach and strategic vision
Katharina Dein’s promotion reflects her extensive experience with GHA. Having been with the company since 2013, she was instrumental in many key initiatives, including the development of a global training platform for hotels. As Vice President of Commercial, Dein will now focus on optimizing the performance of newly integrated properties and expanding GHA’s value proposition for member brands. Her role includes overseeing brand onboarding, collaborating with the Development team to evaluate new brands, and identifying opportunities for new products and services.
Jelena Kezika, also a long-time member of GHA since 2013, steps into the role of Vice President of Strategy. With her background in shaping GHA’s growth through the development of the GHA DISCOVERY loyalty program, Kezika will continue to drive the alliance’s strategic direction. She will be responsible for implementing new strategies and further expanding GHA’s partnership network, helping the alliance reach a broader audience and grow member engagement. Kezika’s leadership in sustainability and corporate responsibility will also be key in aligning GHA with global sustainability goals.
Andrea Krenn, newly appointed Senior Vice President of Communications, brings extensive international media experience to GHA. Having led communications efforts for GHA since 2021, Krenn has played a significant role in raising the company’s global visibility. In her new role, she will continue to lead GHA’s global communications strategy, focusing on increasing brand awareness and strengthening GHA’s reputation across key markets.
Commitment to gender diversity
One notable aspect of these appointments is GHA’s continued commitment to gender diversity. With women now representing nearly two-thirds of the company’s workforce and 60% of its leadership team, GHA is setting an example for gender equity in the hospitality industry. These appointments highlight GHA’s dedication to empowering female leaders and fostering diversity at all levels of the organization.
“At GHA, we are proud to recognise the exceptional talent of Katharina, Jelena, and Andrea, who each bring expertise, dedication and passion to their roles. Their leadership will continue to shape the future of our business, with each of them bringing a unique and powerful skill set that will help us sharpen our focus, deepen our impact, and create even more value for our hotel brands and loyal GHA DISCOVERY members.” – Chris Hartley, CEO of Global Hotel Alliance
Expanding the global portfolio
These leadership changes come at a time of strong growth for GHA, which continues to expand its global network. The alliance is set to welcome new hotel brands such as Cinnamon Hotels (Sri Lanka), Sunway Hotels & Resorts (Malaysia), and Rotana Hotels (UAE) in 2025. This strategic expansion will further strengthen GHA’s presence in key markets, particularly in Asia and the Middle East, and provide greater access to a diverse range of travelers seeking unique and independent hotel experiences.
With more than 800 hotels across 100 countries, GHA’s portfolio is diverse and expanding, offering a blend of regionally anchored brands that retain their unique identities while benefiting from shared technology, guest loyalty programs, and global visibility.
