Global Hotel Alliance reports strong start to 2026

Q1 2026 total hotel revenues up 24% year-on-year to US$921 million International stays drive 69% of room revenues; US, UK and Germany lead as top feeder markets, with UAE, China, India, and Singapore recording strongest growth Cross-brand revenue jumps 40% GHA DISCOVERY membership grows to 35 million, with enrolments up 36% D$ reward redemptions up 30% Dubai, UAE - Global Hotel Alliance (GHA) , the world’s largest alliance of independent hotel brands, has reported a robust start to 2026, delivering strong double-digit growth across all key performance indicators in the first quarter, driven by the continued momentum of its award-winning loyalty programme, GHA DISCOVERY . Total hotel revenues reached $921 million in Q1 2026, a 24% increase over Q1 2025, while total room revenue climbed to $738 million, up 27% year-on-year. Total room nights surged 34% ahead of Q1 2025, highlighting strong global travel demand across GHA’s expanding portfolio. Cross-brand revenue - a key indicator of programme engagement - grew 40% to $135 million, as members increasingly stay across multiple brands within the alliance. Membership growth also accelerated, with new enrollments rising 36%, bringing total GHA DISCOVERY membership to 35 million globally. Loyalty engagement driving incremental revenue DISCOVERY Dollar (D$) redemptions continued to grow with a 30% increase over Q1 2025, with redeemers spending approximately 6 times in cash on those stays and spending 4.5 times more vs non-redeemers on an annual basis, reinforcing both member engagement in the programme and the favorable economics to hotels on redemption stays. International travel remains dominant International stays continued to be the primary growth driver, accounting for 69% of total member room revenue in Q1 2026, underlining the global nature of GHA DISCOVERY’s membership base and sustained appetite for cross-border travel. The top five feeder markets for international stays - the United States, United Kingdom, Germany, China and Russia - generated $202 million, representing 41% of total international stay revenue, demonstrating the concentration of high-value demand within key source markets. Global travel patterns Top stay destinations: Thailand, Spain, Singapore, and Italy were the leading markets for member stay revenue, reflecting strong demand across both resort and urban gateway destinations. The United Arab Emirates was another top-performing destination in January and February; however, in March travel patterns in parts of the Middle East began to show signs of softening, in line with broader regional dynamics. We saw particularly strong performance in key Middle Eastern destinations at the start of the quarter, with some moderation later on as regional conditions evolved. Our globally diversified footprint continues to provide resilience, allowing us to balance shifts in demand across markets Chris Hartley, CEO of Global Hotel Alliance Top feeder markets: The United States (+22%), United Kingdom (+23%), Germany (+21%), and China (+43%) remained the dominant source markets, continuing to underpin global demand across the GHA network. Other markets with strong growth for international room revenue year-on-year include United Arab Emirates (+63%), India (+40%) and Singapore (+35%). Distinct travel flows by market Travel patterns varied by origin, with

Alexandria, VA – Today the Global Business Travel Association (GBTA) announced the launch of its next era in connection and education for its members: GBTA Community+ , a refreshed global digital platform designed to connect business travel professionals with peers, expert-developed resources and real time industry insight; and GBTA Learning , a new professional development experience that strengthens career growth through structured education, credentials and certification pathways.. GBTA Community+ and GBTA Learning represent a strategic shift in how GBTA supports its members by combining connection and collaboration with long-term professional advancement. We wanted to go beyond simply updating our current offerings and thoroughly examine what it would take to truly strengthen ties across our industry and provide more effective learning pathways. GBTA CEO Suzanne Neufang GBTA Community+ replaces the GBTA Member Hub, while the GBTA Learning platform is completely new. For GBTA members, the transition is seamless: all user login credentials from the Hub will automatically switch over for use on both the Community+ and Learning platforms. To reach GBTA Learning, users can either enter learning.gbta.org in their browser or visit the main GBTA website at gbta.org and click on the Learning tab at the top. GBTA members can access Community+ at community.gbta.org or hub.gbta.org using their existing login name and password. GBTA Community+ serves as a member-exclusive digital environment where business travel professionals can engage with peers across regions and roles, access practical tools and templates, participate in mentorship, and search resources instantly using AI-powered discovery. Designed as a daily-use professional resource, the platform brings peer expertise and industry insight into one cohesive experience. Launching alongside Community+, GBTA Learning introduces a modernized approach to professional development in the business travel industry. The refreshed learning experience brings together courses – with new content and formats that will continue to evolve for alignment – with ongoing industry changes, credentials and industry-based education designed to help professionals build expertise and lead effective travel programs to advance their careers. Corporate travel managers and departments are frequently solo entities at their organizations. GBTA Community+ creates a place where members can connect with peers who understand the work and share insight in real time, while GBTA Learning reinforces our commitment to supporting business travel professionals at every stage of their career through globally informed content and certifications. Jill Koronkiewicz, GBTA Vice President, Membership, Education, and Engagement Key Features GBTA Community+: A member‑exclusive digital environment designed for daily connection, collaboration and real‑time professional support. Peer Connection and Collaboration: An enhanced member directory and topic‑based communities that enable business travel professionals to connect and solve challenges with peers worldwide. Practical Tools and Resources: Centralized access to expert‑developed toolkits, templates, and resources designed to support real‑world business travel needs. AI‑Powered Search and Discovery: Intelligent search across documents and video content, including transcription‑enabled video search, helping members find answers quickly and efficiently. Mentorship and Committee Engagement: Integrated access to GBTA’s mentorship program and committee discussion spaces that support professional development and deeper member engagement. GBTA Learning: A professional development

FOR IMMEDIATE RELEASE Orlando, FL - April 23 - The Suite Spot Podcast, powered by Travel Media Group, proudly announces the release of its 200th episode, marking a significant milestone in its eight-year journey as a trusted voice in the hospitality industry. Hosted by Ryan Embree, The Suite Spot has become a go-to resource for hoteliers, marketers, and industry professionals seeking insights on the evolving hospitality industry. Over the last eight years, the podcast has featured expert guests, thought leaders, and real-world strategies to help hospitality professionals stay up to date. Since its launch, The Suite Spot has explored several key hospitality trends. As the industry continues to evolve, the podcast remains committed to delivering relevant, forward-thinking content. “Reaching 200 episodes is an incredible milestone, not just for the podcast, but for the community that has supported and grown with us,” said Embree. “Our goal has always been to provide valuable, actionable insights for the hospitality industry, and we’re excited to continue that mission with new voices and perspectives.” The 200th episode also highlights an exciting evolution for the podcast with the addition of co-host Cassady Quintana, Travel Media Group’s Brand Ambassador. Quintana brings a fresh perspective with a strong focus on social media strategy and its growing influence on travel planning and guest engagement. Listeners can tune into the 200th episode and explore past episodes on all major podcast platforms. About The Suite Spot Podcast The Suite Spot Podcast, powered by Travel Media Group, is a hospitality-focused podcast delivering expert insights on digital marketing, guest engagement, and reputation management. Hosted by Ryan Embree and co-hosted by Cassady Quintana, the podcast features industry leaders and actionable strategies to help hospitality professionals succeed. About Travel Media Group Travel Media Group is a leading provider of digital marketing solutions for the hospitality industry, specializing in social media, reputation management, and review response services. Media Contact: Cassady Quintana Brand Ambassador Travel Media Group cassady.quintana@travelmediagroup.com

At a conference this week a familiar narrative making the rounds again. Luxury is dying. People do not want things anymore. They want experiences, purpose, sustainability. It sounds good. It feels right. It is also, at least in its strongest form, not supported by what people actually do when money is on the table. If the shift were as dramatic as some claim, we would not see waitlists stretching months or years for high-end watches. We would not see handbags priced at 40,000 euros quietly disappear from inventory. We would not see private aviation expanding at the pace it is. (I wonder if I can make subscribing to my newsletter a luxury signaling status ) At the core, luxury has at the introductory level always been about signaling success. That does not disappear because people say they care about the environment or experiences. Humans like visible proof of status, a trophy. That instinct is old and remarkably stable. What has changed is the format of the trophy. It used to be primarily physical. You bought something, you owned it, you displayed it. Now we can display the trophy in more ways than just wearing it. Social media has turned visibility into a constant performance. The object is still important, but the photo, the moment, the shareable proof has become just as valuable. This creates an interesting dynamic. Experiences have become a form of luxury signaling, but they do not replace objects. They complement them. A rare watch on the wrist and a photo from an exclusive location serve the same function. They tell a story about who you are and where you sit in the hierarchy. Where I do think the conference narrative touches something real is in the speed of the cycle. Social platforms compress time. Trends move faster. What felt new for five years now feels old in one. That has consequences. Consumers get bored more quickly. Brands have to respond. This is where luxury is actually evolving. Not by abandoning products, but by increasing variation, frequency, and storytelling. More frequent updates. A hotel that was exclusive needs more reasons for people to come back and show new reasons to show that one has been there. So no, luxury is not dying. I don’t think it is shrinking. If anything, it needs to move faster. The demand for status symbols remains intact, as more people succeed and move up the ladder they’ll need more of these trophies. What is changing is the cadence. Faster cycles, more options, and a tighter link between ownership and visibility. The interesting question is not whether people want things or experiences. It is how brands will manage a world where both are required, and where the window to feel relevant keeps getting shorter. Which is great for craftsmanship. But then luxury has always been about superior craftsmanship.

Minor Hotels, a global hotel owner and operator, with more than 640 hotels, resorts and branded residences in operation and under development across 63 countries, is advancing its expansion strategy in the Balkans with the addition of its first Adriatic hotels, in Croatia and Slovenia, and the appointment of Mikhail Kolesnik as Regional Director of Development for the Inland Balkans and the Commonwealth of Independent States (CIS). This new appointment supports the group’s “asset-right” approach, which flexibly adapts to each project. Historically Minor Hotels operated under asset-heavy models, through ownership or lease agreements, and now is evolving towards an asset-light model, focused on franchise and management agreements, enabling agile and scalable growth. With this shift, Minor Hotels offers investors and independent hotel owners the opportunity to join an ecosystem supported by global distribution systems, strong brands and loyalty programme, while preserving the local identity and cultural heritage of each asset. Backed by nearly five decades of operating expertise, with a particularly strong footprint in Europe and strong brand recognition the company applies a “glocal” approach aligning its global strategy with a strong local execution, acting as a reliable partner across markets. Debut in Croatia and Slovenia As part of this strategy, Minor Hotels recently announced a management agreement with MK Group to operate its first two properties in Croatia and Slovenia. The group’s entry into Slovenia will come through Hotel Palace Portorož , a 183-room resort known for its heritage in wellness and gastronomy. In Croatia, the company will debut with Adriatic Istria Resort in Savudrija , a 186-room complex with direct beach access and to the region’s first golf course. Both properties, whose operations were assumed by the group in February 2026, will undergo extensive refurbishment ahead of their relaunch in early 2027 under the luxury brands Minor Reserve Collection and Anantara, respectively. These additions represent Minor Hotels’ entry into two new strategic markets and mark an important milestone in its growth across the Adriatic region. The Balkans and the CIS: strategic regions for Minor Hotels’ growth The Balkans region is becoming a priority for Minor Hotels’ European expansion thanks to its growing appeal for cultural, nature and wellness tourism. The company is currently exploring development opportunities in major cities as well as mountain, lake and coastal destinations, with the aim of tailoring its offering to the specific characteristics of each market and the cultural legacy of each destination. At the same time, the CIS markets represent another strategic growth focus with their own distinct dynamics. Kazakhstan stands out as one of the most investment-ready markets in the region, while Uzbekistan is experiencing accelerated development driven by institutional support for tourism infrastructure. Meanwhile, the rise of lifestyle tourism in Georgia is creating favourable conditions for the introduction of premium concepts. With its portfolio of 12 brands , ranging from the midscale segment with iStay Hotels by NH to premium brands like NH Collection or Colbert Collection and to luxury brands such as Anantara and Minor Reserve Collection , the