UAE’s Global Hotel Alliance grows membership 25% to 34 million

UAE-headquartered Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has reported “exceptional growth” across its GHA Discovery loyalty programme in 2025, with membership enrolments rising 25% to 4 million from 3.2 million in 2024 and total membership surpassing 34 million. 

The number of hotels within GHA Discovery also increased significantly, with 175 new properties and eight new hotel brands added to the portfolio, almost tripling its 2024 growth figures. This expansion puts the alliance on track to reach its 1,000-hotel milestone in 2026, building on its current portfolio of 950 hotels across 50 brands in 100 countries.

Revenues through the GHA Discovery programme reached a record US$3.2 billion, a 21% increase from the previous record set in 2024. Repeat stay revenue climbed 18% to US$1.8 billion, underscoring rising member engagement, while cross-brand stay revenue increased by 15% to US$424 million, driven by members staying with a different brand than where they first enrolled.

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Among the most notable additions, Rotana — one of the Middle East’s leading hotel management companies — joined the alliance in Q1 2025, contributing more than 70 hotels to its portfolio. Other new hotel brands include Sunway, Lanson Place and SAii, expanding the loyalty programme’s footprint in key destinations such as Thailand and the UAE, and extending its reach across China, Malaysia, the Philippines and Eastern Europe.

These join a lineup of brands, including Anantara, NH Collection, Capella, Viceroy and Nikki Beach. 

GHA’s web and app channels delivered strong gains in 2025, with room revenue up 26%, room nights rising 30% and bookings increasing 29%. More than 70% of these direct bookings were for cross‑brand stays, underlining that members are increasingly choosing to move around the alliance rather than remain loyal to a single brand. On average, members booking direct spent 86% more than guests using other channels.