In an impressive display of resilience and strategic prowess, the Global Hotel Alliance (GHA), headquartered in the UAE, has reported record-breaking results for the second quarter (Q2) of 2024. The world’s largest alliance of independent hotel brands has experienced substantial growth across all key performance metrics, positioning itself for a robust second half of the year.

Double-Digit Growth in Room Nights and Revenues

Driven by the surging enthusiasm of GHA DISCOVERY loyalty program members, Q2 witnessed a remarkable 13.4% increase in room nights compared to the same period in 2023. This surge is part of a 17.3% year-to-date (YTD) growth overall. Concurrently, room revenues saw a significant 10% rise, underscoring the heightened demand for travel experiences within GHA’s diverse portfolio.

Revenue Surpasses Expectations

Chris Hartley, CEO of Global Hotel Alliance.

For the first half (H1) of 2024, total room revenues reached an impressive $1.3 billion, a substantial increase from the $1.1 billion recorded in H1 2023. GHA DISCOVERY members have been instrumental in this growth, with 67% of Q2 room revenues stemming from international stays. Notably, the Maldives, Thailand, and Portugal emerged as top destinations, with international stays constituting 99%, 92%, and 89% of member revenues, respectively.

UK and US: Leading Feeder Markets

The UK and US are the most lucrative feeder markets for international stays. US GHA DISCOVERY members generated $110 million in total room revenue, 72% of which was attributed to overseas trips. UK members followed, contributing $69 million, of which 87% was from international stays.

UAE Tops Preferred Destinations

In H1, the UAE emerged as GHA DISCOVERY members’ most preferred international destination, with significant contributions from Italy, the UK, and Russia. Singapore ranked the second most popular destination, driven primarily by members from China and Australia.

Surge in GHA DISCOVERY Membership and D$ Redemptions

Q2 was marked by a remarkable 19.5% increase in GHA DISCOVERY enrolments, pushing total membership to over 27 million by the end of H1. This surge in membership, coupled with increased travel, led to an 85% rise in DISCOVERY Dollar (D$) redemptions compared to Q2 2023.

Cross-Brand Revenues and Direct Bookings See Significant Growth

Cross-brand revenue in H1 2024 soared by 31% to $176 million, compared to $135 million in H1 2023. Direct bookings through the GHA website and app also surged by 40%, with the average spend per member on direct channels being 57% higher than third-party channels. These metrics highlight the incremental revenue benefits for GHA hotels, driven by the unique value proposition of the GHA DISCOVERY loyalty program.

CEO Insights on Performance and Future Prospects

“Our stellar H1 numbers reflect the huge demand for leisure travel and the strength of our expanding portfolio. We are now entering a phase of sustained growth, buoyed by our unique multi-brand loyalty programme that continues to diversify its offering of new hotels and destinations,” said Chris Hartley, CEO of GHA. “This performance also demonstrates the value we bring to our hotel brands and the strong engagement of our loyal members. We look forward to building on this momentum as we move into the second half of the year with July and August already looking very strong.”

A Milestone Year for GHA

2024 marks the 20th anniversary of GHA, which has grown exponentially since its inception in 2004. Today, GHA represents 40 brands with over 800 hotels, resorts, and palaces across 100 countries. The GHA DISCOVERY loyalty program, launched in 2010, continues to drive the alliance’s success, generating $2.3 billion in revenue and 10 million room nights in 2023 alone.

For more information, visit Global Hotel Alliance and GHA DISCOVERY.

Written by: Christine Nguyen

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