The Global Hotel Alliance (GHA) marked its 20th anniversary in 2024 by smashing its previous performance records. The global alliance of independent hotel brands marked its best ever year, with total revenue from its GHA Discovery loyalty program soaring 16% from 2023 to reach $2.7 billion.
Repeat stay revenue climbed 15% to $1.6 billion (up from $1.4 billion in 2023), while cross-brand stays surged by nearly 30% to $370 million, reflecting a growing trend of loyal members exploring properties beyond their enrolment brand. GHA also surpassed 30 million loyalty program members after an 18% spike in enrolments.
Currently, GHA comprises 45 brands and 850 hotels across 100 countries.
Portfolio Expansion and Global Partnerships
GHA expanded its network in 2024, adding seven hotel brands, including Cheval Collection, Sunway Hotels & Resorts and Paramount Hotels. These additions brought 68 new properties to the program, giving members access to destinations like Sri Lanka, the Maldives and Norway.
To add more options for luxury travelers, GHA partnered with vacation rental curator Plum Guide, unlocking more than 40,000 vetted high-end homes globally.
The alliance also deepened its collaboration with Regent Seven Seas Cruises, introducing three-day land programmes at GHA properties in six European cities for 2025.
“As we celebrated our 20th anniversary in 2024, we reached a record $2.7 billion in total revenue, grew cross-brand revenue by 28% and welcomed seven new independent brands. These achievements reflect how far we’ve come in two decades, and the exceptional value we generate for our hotel brands,” said GHA CEO Chris Hartley.
Rise in International Travel
International travel accounted for 67% of GHA’s revenue in 2024, up from 60% the previous year. U.S.-based members led the way, with 73% of their spending focused on stays abroad. Thailand emerged as the top destination for international stay revenue, driven by members from the U.K., the U.S. and China. The U.A.E. claimed the second place, followed by Singapore and Italy.
The U.S. and the U.K. remained the largest feeder markets, contributing a combined $367 million in international stay revenue, a sharp rise from $316 million in 2023. Germany, Australia and China also showed significant growth as key contributors.
Surge in Direct Booking Channels
Direct bookings through GHA’s web and app platforms jumped 42%, with room revenue climbing 37% YOY. Members spending through these channels averaged 88% more per booking (up from 65% in 2023) compared to third-party options, underscoring a shift toward greater loyalty and engagement.
Looking Ahead
As GHA moves into its third decade, Hartley sees continued growth on the horizon. “Our 20th anniversary year was our best yet. We’ve achieved exceptional growth across all performance indicators, setting a strong foundation for sustained success in 2025 and beyond.”
As it enters into its third decade, GHA is focusing on continued growth, driven by commitment to innovation, expanding its global presence and enhancing the GHA Discovery program to meet the needs of members.
