Image: GHA
The Global Hotel Alliance (GHA), headquartered in Dubai, has reported substantial growth for the first half of 2025, driven by an upswing in global travel and a robust performance in Q2.
The collective’s member hotels generated revenues of $1.5 billion for the six months ending June 30, marking a 17% increase from $1.3 billion during the same period in 2024.
International stays, which are critical to GHA’s operations, constituted 70% of total room revenues, amounting to $810 million, a 21% rise compared to the previous year.
The United States remained the largest source market for international bookings, contributing 15% of overall room revenues, with the UK, Germany, China, and Australia also being significant markets.
The most favored destinations among GHA DISCOVERY loyalty members in the first half of the year included the UAE, followed by Thailand, Spain, Singapore, and Italy.
GHA’s portfolio of over 850 hotels experienced a strong performance in Q2, further enhancing the positive outcomes for the first half of the year.
Hotel revenues increased by 18% year-on-year in Q2, complemented by a 19% rise in room nights sold.
The countries with the highest average daily rates during this quarter comprised the Maldives, the UK, Japan, and Fiji.
Cross-brand revenue, which arises when members stay at hotels outside their primary brand, grew by 18% in Q2 to reach $94.7 million, totaling $188.8 million for the first half of 2025, an increase of 15% from the previous year.
Direct bookings through GHA’s online platforms saw a 19% rise in the first half, aiding member hotels in decreasing their dependence on third-party booking platforms that charge higher commissions.
GHA’s Loyalty Programme Achieves 16% Year-on-Year Increase
GHA DISCOVERY, the alliance’s loyalty program, surpassed an important milestone in Q2, achieving 30.9 million members following a 16% year-on-year growth in new sign-ups.
Additionally, the use of DISCOVERY Dollars (D$), the program’s rewards currency, surged, with redemptions increasing by 61% in Q2 compared to the same period last year.
In the first half of 2025, GHA expanded its portfolio by adding 48 new properties, including hotels from recently joined brands like Cheval Collection and Cinnamon Hotels. This growth strengthens GHA’s footprint in Asia, the UK, and the Middle East.
“As international travel demand continues to rise, our hotel brands are benefitting from the advantages of being part of a global alliance. GHA DISCOVERY members are traveling farther, staying longer, and booking directly, which positively impacts hotel profitability across our network,” stated Chris Hartley, CEO of Global Hotel Alliance.
“These results reflect the confidence our members have in GHA DISCOVERY and the collaborative strengths of our expanding network of brands and hotels. Even amidst ongoing market uncertainties, the momentum we’ve built – bolstered by new brands and hotels joining the alliance – positions us well for a strong second half,” he added.
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