Global Hotel Alliance, the U.A.E.-based alliance of independent hotels brands, has reported robust second quarter results across all key performance indicators. The alliance reported strong growth in hotel revenue, room nights, GHA Discovery membership enrolments and redemptions of the loyalty program’s Discovery Dollars (D$), reflecting increasing interest for stays and experiences across GHA’s diverse portfolio.
Enrolments to GHA Discovery was a standout performer in the second quarter, jumping by around 19.5%. Total membership touched a new high of more than 27 million by the end of H1. Redemption of the loyalty program’s digital currency also skyrocketed 85%, compared to the same period last year.
Fueled by the growing number of GHA Discovery loyalty program members, room nights soared 13.4%, registering a growth of 17.3% in H1 compared to the same period in 2023. Simultaneously, room revenue increased 10% in the second quarter compared to the corresponding quarter last year.
Total room revenues in the first half of the year stood at $1.3 billion, up from $1.1 billion in H1 2023. In the second quarter, 67% of room revenue generated by GHA Discovery members were driven by international stays, predominantly in the Maldives (99% of member revenue from international stays), Thailand (92%) and Portugal (89%).
With respect to feeder markets for global stays, the U.S. and the U.K. delivered most business. GHA Discovery members in the U.S. generated higher room revenue compared to any other market ($110 million), of which, 72% can be attributed to overseas trips. At $60 million, members from the U.K. generated the second highest room revenue, of which, 87% was international.
Among the most popular destinations among members, the U.A.E. claimed the top spot, when measured by room revenue. Italy, the U.K. and Russia were the country’s leading feeding markets. Singapore emerged as the second most popular destination, driven by members in China and Australia.
Bookings on GHA’s website and app surged 40% in H1, with average spend per member 57% higher on GHA Discovery’s direct channels versus other third-party channels.
“Our stellar H1 numbers reflect the huge demand for leisure travel and the strength of our expanding portfolio. We are now entering a phase of sustained growth, buoyed by our unique multi-brand loyalty programme that continues to diversify its offering of new hotels and destinations. This performance also demonstrates the value we bring to our hotel brands and the strong engagement of our loyal members,” said GHA CEO Chris Hartley.
The company is aiming to build on this pace in the second half of the year, with July and August already looking strong, Hartley added.
With the alliance celebrating its 20th anniversary this year, the alliance’s robust figures adds to its milestone. Launched in 2004, GHA represents 40 brands with over 800 hotels, resorts and palaces across 100 countries. GHA Discovery, which was launched in 2010, generated $2.3 billion in revenue and 10 million room nights in 2023.
