In an astonishing display of resilience and strategic prowess, the Global Hotel Alliance (GHA) has delivered a performance for the record books in the third quarter of 2023. Not resting on its laurels, GHA has meticulously cultivated a year-to-date (YTD) success story that not only eclipses its impressive 2019 figures but also doubles its 2022 YTD total revenue, reaching a staggering US$1.7 billion.
GHA is celebrated as the world’s most extensive consortium of independent hotel brands, spans 800 hotels, incorporating 40 distinct brands, and has a presence in 100 countries worldwide. The Q3 results have been spectacular, with hotel revenues experiencing a 41% uptick compared to the same period in 2022 and room nights enjoying a 31% year-on-year increase.
Chris Hartley, CEO of Global Hotel Alliance horizontal.
In a statement, Chris Hartley, GHA’s CEO, shared, “This year has been nothing short of extraordinary for GHA. Our third quarter has witnessed unprecedented peaks in performance, fueled by a surging demand for travel in every principal market we serve.” Hartley attributes this success to the travel industry’s resurgence and the introduction of 21 new properties across 14 brands into the GHA network since the beginning of the year.
GHA’s renowned loyalty program, GHA DISCOVERY, has reached a new pinnacle with a total membership crossing the 25 million mark, propelled by a staggering 46% increase in new enrollments in Q3 alone. This feat reflects the program’s allure and effectiveness in retaining customer loyalty.
The revenue surge is particularly noticeable in Spain, Thailand, and Italy, which have emerged as the top contributors to room revenue in 2023 YTD, with Singapore and the UAE closely following. The alliance’s diverse portfolio and the attractiveness of its hotel brands in these regions have been pivotal in this success.
Kempinski Mall of the Emirates.
Analyzing the hotel-specific performance, Sugar Beach, A Viceroy Resort in St. Lucia, has emerged as the top revenue generator from stays made by GHA DISCOVERY members in Q3. This is closely followed by PARKROYAL COLLECTION Pickering and PARKROYAL Collection Marina Bay in Singapore, which have also significantly impacted total room night stays.
The third quarter also witnessed a remarkable 90% surge in DISCOVERY Dollars (D$) redemptions compared to Q3 2022, emphasizing the allure and effectiveness of the loyalty program’s rewards currency. Hartley commented, “Our rewards currency is revolutionizing the way we add value to our members’ experiences, providing a transparent and straightforward mechanism that benefits both our guests and our hotel brands.”
GHA is on a robust trajectory to surpass its 2022 cross-brand total revenue, expected to reach $280 million by year-end. This momentum is set to continue, anticipating further spikes in D$ redemptions as members utilize their rewards for winter vacations, injecting additional vitality into the fourth quarter and concluding 2023 on a high note.
GHA’s impressive Q3 performance is a testament to the alliance’s resilience and strategic acumen and a beacon of inspiration, showcasing the boundless potential of collaborative efforts within the hospitality industry.t
Written by: Octavia Koo
