UAE-based Global Hotel Alliance...

GHA's loyalty programme behind Q1 revenue boom with 850,000 new members, up 8%

UAE-based Global Hotel Alliance (GHA) has reported double-digit growth for the first quarter of 2025, with global revenues up 15% and room nights up 12% compared to the same period last year.

As the world's largest alliance of independent hotels, including brands such as Anantara, NH Collection, Capella, Viceroy and Nikki Beach (pictured), GHA puts its strong performance down to the Discovery loyalty programme which has 30 million members.

Revenues across its portfolio of 850 hotels reached US$746 million while the Average Daily Rate (ADR) rose 3%.

GHA highlighted cross-brand revenue rising 11%, with members staying in properties other than the one they enrolled in, plus the loyalty programme adding 850,000 new members in the first quarter 2025, up 8% against last year.

Chris Hartley, CEO, GHA, says the results reflect the continued evolution of GHA Discovery as a "powerful platform" for driving growth and guest loyalty.

“We’re seeing its impact deepen across every key metric, from revenue and redemptions to cross-brand engagement. With strong international travel demand and members spending more, even when redeeming rewards, our hotel brands are capturing more revenue from the programme at a lower cost of sale.”

Redemptions of Discovery Dollars, the programme’s rewards currency, soared 60% year on year

International stays by members in Q1 2025 accounted for 70% of room revenues, with the Maldives and Thailand topping the list, followed by Hong Kong and the UAE.

The US, UK, Australia, China and Germany were the top five source markets for member revenues at GHA hotels, with China (up 19%), France (15%) and Spain (13%) leading growth.

GHA also reports increased outbound travel in EMEA and Asia and a slowdown in outbound US travel during the first quarter. The UAE was the leading international destination for members from the UK.

In March 2025, UAE-based Rotana joined the alliance, adding its 80 properties to GHA. That saw GHA become one of the biggest hospitality groups in the UAE with a portfolio of around 70 hotels, thanks to the addition of 36 properties from Rotana.

GHA Discovery generated US$2.7 billion in revenue and 11 million room nights in 2024.

For more information, visit www.globalhotelalliance.com

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