Global Hotel Alliance (GHA), headquartered in the UAE, has announced a remarkable financial performance for 2025, with its GHA DISCOVERY loyalty programme generating a record $3.2 billion in revenue, marking a 21% increase from the previous year. The alliance, known for its network of independent hotel brands, attributes this growth to a surge in international leisure travel and enhanced member engagement.
The year saw repeat stay revenue rise by 18% to $1.8 billion, whilst cross-brand stay revenue increased by 15%, reaching $424 million. The US and UK emerged as key outbound markets, contributing $432 million in international room revenue, an 18% rise from 2024. GHA's direct web and app bookings also experienced a significant boost, with a 29% increase in bookings and a 26% rise in generated room revenue.
In 2025, GHA expanded its portfolio by welcoming eight new hotel brands, including Rotana, Sunway, and Lanson Place, adding 175 properties to the GHA DISCOVERY programme. This expansion has strengthened GHA's presence in key leisure destinations such as Thailand and the UAE, and broadened its reach to diverse locations including China and Eastern Europe.
CEO Chris Hartley highlighted the success of the collaborative loyalty programme, stating, “These results reflect the attractiveness of a collaborative loyalty programme for independent brands and its ability to drive incremental revenue streams.” Looking ahead, Hartley expressed optimism for continued growth in international leisure travel in 2026, driven by emerging markets and resilient traveller demand.
```
