CEOs emphasize loyalty growth, brand differentiation, and emerging markets as key drivers
Jul 24, 2025
At the Global Hotel Alliance’s annual summit in Brussels, hospitality CEOs shared an optimistic outlook for the future of travel despite global challenges. Discussions focused on loyalty programs as revenue engines, the need for brand differentiation amid growing “blanding,” and high-growth opportunities in markets like India and China.
Key takeaways
- Travel demand remains strong: Despite geopolitical instability and economic uncertainty, CEOs expressed confidence in continued travel growth, with GHA DISCOVERY targeting US$3 billion in revenue by 2025.
- Loyalty as a growth driver: GHA’s loyalty program is emerging as a significant revenue engine, with strong booking contributions across member hotels.
- Aggressive expansion plans: Minor Hotels plans to add 300 hotels in three years, Corinthia is opening in major cities like Rome and New York, and Kempinski aims to elevate its luxury positioning by leveraging its historic brand heritage.
- Addressing “blanding”: Pan-Pacific and others stressed the need to preserve brand DNA to stand out from large-scale chains, countering the growing “sea of sameness” in hospitality.
- Promising markets: CEOs identified India, China, and the Middle East as key sources of future tourism growth, driven by rising affluence and supportive government policies.
- Heritage as a differentiator: Brands like Corinthia and Kempinski emphasized using their history and local connections to shape unique guest experiences.
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