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Global Hotel Alliance (GHA), the alliance of independent hotel brands, celebrated its 20th anniversary in 2024 by delivering its best-ever results delivering “record-breaking” performance across all key metrics.
Total revenue generated by its GHA Discovery loyalty programme soared to $2.7bn (£2.1bn), a 16% increase from the previous $2.3bn (£1.8bn) record set in 2023.
Repeat stay revenue climbed 15% to $1.6bn (£1.2bn), up from $1.4bn (£1.1bn) in 2023, highlighting the growing engagement of loyal members, while cross-brand stay revenue surged by nearly one-third, reaching $370m (£298m) up from $289m (£232m) in 2023, driven by members staying in a different brand than where they enrolled.
The year also saw growth in its loyalty programme membership and engagement. Enrolments reached 3.2 million, up 18%, taking total GHA Discovery membership past the 30 million threshold.
In 2024, GHA welcomed seven new hotel brands to its portfolio while existing brands continued to expand, collectively adding 68 new properties to the GHA Discovery programme. New additions included Cheval Collection, Cinnamon Hotels and Resorts, Lore Group, Unike Hotels, Sunway Hotels and Resorts, Andronis Hotels, and Paramount Hotels.
Chris Hartley, CEO of GHA, said: “As we celebrated our 20th anniversary in 2024, we reached a record $2.7bn 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 in particular the exceptional value we generate to our hotel brands.”
