Global Hotel Alliance (GHA), the world’s largest independent hotel brand alliance, has reported extraordinary Q3 2024 results, marking one of its most successful quarters. The UAE-based organization, representing over 800 properties across 100 countries, posted double-digit growth across all key performance indicators (KPIs), signalling a continued upward trajectory for the hospitality giant.

As GHA gears up for its year-end finale, its impressive performance is setting new benchmarks in global hospitality, backed by strong member engagement, surging international travel, and the widespread success of its loyalty program, GHA DISCOVERY.

Record Revenues and Double-Digit Growth

GHA’s Q3 total revenues surged 15% year-to-date, reaching US$2 billion. This growth was supported by a 16% increase in room nights, demonstrating a consistent rise in occupancy and average rates across GHA’s vast portfolio. The group’s cross-brand revenue also showed remarkable growth, hitting US$276 million, a 30% increase compared to last year.

One of the standout statistics from Q3 was the impressive rise in direct bookings, which soared by 40%. This reflects growing consumer confidence in the alliance’s diverse range of independent hotels. This shift towards direct channels is a promising sign, as more travellers opt for seamless, brand-to-consumer engagement.

International Travel Dominates as Feeder Markets Shine

With the resurgence of international travel, GHA experienced a significant boost from overseas markets, with international stays contributing to 66% of the alliance’s room revenue. The U.S., U.K., Germany, and Australia were the top feeder markets, collectively contributing 26% of GHA’s total international room revenue in Q3.

Spain emerged as a leading destination, delivering the highest total room revenues among GHA’s properties. Thailand, Italy, Singapore, and the UAE followed closely behind, further solidifying GHA’s presence in these critical markets. Thailand, in particular, stood out, with 93% of its Q3 room revenue derived from international visitors, totalling US$34.7 million.

Loyalty Program GHA DISCOVERY Powers Success

A key driver of GHA’s remarkable growth is its DISCOVERY loyalty program, which has amassed an impressive 28.3 million members. In Q3 alone, redemptions of the program’s currency, DISCOVERY Dollars (D$), surged by an astounding 95% year-on-year, demonstrating the program’s growing popularity and member engagement.

With D$ redemptions now applicable across all GHA-affiliated properties, the ripple effect has benefited all 800+ hotels, as evidenced by the 31% jump in cross-brand revenues during the quarter, reaching US$100.7 million. This cross-pollination of member activity across brands has played a pivotal role in boosting occupancy rates and average revenue per room.

Chris Hartley on GHA’s Bright Future

Chris Hartley, CEO of Global Hotel Alliance, expressed his optimism for the alliance’s continued growth, commenting, “Our Q3 2024 results highlight the strength of the alliance proposition and the growing engagement of our GHA DISCOVERY members. The double-digit revenue growth and the sharp rise in direct bookings and DISCOVERY Dollar redemptions show that our expanding global presence, our diverse choice of hotel brands, and an innovative loyalty program continue to appeal to international travelers.”

Hartley further emphasized the alliance’s future potential, citing new portfolio additions as critical to sustaining this momentum. “As we build on this growth, we are well-positioned to finish 2024 on a high note, with even more brands and new hotels to be announced before the end of the year.”

Key Markets and Emerging Travel Trends

Another fascinating trend from Q3 is the diverse travel preferences of GHA DISCOVERY members. The U.S. led the way in member-generated room revenue, with 73% of its contribution spent on international stays. Australian members also displayed vigorous activity, with a nearly even split between domestic and international stays. Meanwhile, UK-based members contributed the third-highest room revenue, with 84% spent on international destinations.

Portugal stood out as a top summer destination for GHA DISCOVERY members, especially for travellers from the U.K. and Spain. U.S. members favoured Italy, Australians flocked to Fiji, while German members preferred the Netherlands. Chinese travellers made Singapore their destination of choice, highlighting the broad global appeal of GHA’s properties.

Portfolio Expansion: More Hotels, More Choice

The expansion of its portfolio further bolstered GHA’s robust performance in Q3. Four new regional brands joined the alliance in key markets such as Norway, Greece, the UAE, and Malaysia, bringing 32 additional properties under GHA’s umbrella.

The increased range of destinations and properties has proven to be a magnet for international travellers seeking unique and localized experiences. GHA’s independent hotel brands are positioned to cater to this growing demand, offering diverse accommodations that prioritize authenticity, luxury, and exceptional service.

Conclusion: A Strong Finish for 2024?

With such promising Q3 results, Global Hotel Alliance is on track to end 2024 with exceptional financial and operational achievements. Its growing global presence and successful GHA DISCOVERY program continue to set the alliance apart in an increasingly competitive market.

As new properties join the fold and more travellers embrace the unique experiences offered by GHA’s independent brands, the future looks bright for this pioneering hotel alliance.

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

 

 

 

Written by: Octavia Koo

 

 

 

 

 

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