Global Hotel Alliance Reports 2025 Financial and Network Growth
Global Hotel Alliance (GHA), headquartered in the UAE, reported full-year 2025 financial results reflecting continued expansion of its brand network, higher loyalty programme participation, and sustained demand across key international markets, particularly in leisure travel.
Loyalty Programme Performance
Revenue generated through the GHA DISCOVERY loyalty programme reached $3.2 billion in 2025, a 21% increase from the previous year. Revenue from repeat stays rose 18% to $1.8 billion, indicating stronger engagement from returning members. Cross-brand stay revenue increased 15% to $424 million, driven by members choosing to stay with brands other than the one they initially joined.
Membership growth also accelerated during the year. New enrolments increased 25% to 4 million, up from 3.2 million in 2024, bringing total GHA DISCOVERY membership to over 34 million. DISCOVERY Dollar (D$) redemptions rose 55% to D$31 million, with the December holiday period recording the highest level of activity as members redeemed rewards on hotel stays and on-property experiences.
Portfolio Expansion
In 2025, GHA added eight new hotel brands and, together with organic growth from existing partners, incorporated 175 new properties into the GHA DISCOVERY programme. This expansion significantly exceeded the number of additions recorded in 2024.
A notable development during the year was Rotana’s entry into the alliance, contributing more than 70 hotels across the Middle East, Africa, Eastern Europe, and Turkey. Other new brands joining the network included Sunway, Lanson Place, and SAii. These additions expanded GHA’s presence in leisure-focused markets such as Thailand and the UAE, while also strengthening coverage across China, Malaysia, the Philippines, and parts of Eastern Europe.
Travel Patterns and Source Markets
International travel continued to account for the majority of activity within the GHA DISCOVERY network, contributing 67% of total revenue in 2025. Countries with the highest proportion of international revenue included Thailand (93%), Portugal (87%), the Netherlands (85%), Hong Kong SAR (83%), the UAE (77%), and Singapore (75%).
The United States and the United Kingdom remained the largest international source markets. Members based in these two countries generated a combined $432 million in room revenue from international stays, an 18% increase year-on-year. Germany ranked third with $92 million, followed by Australia and China.
Thailand remained the leading destination by international room revenue, followed by the UAE and Singapore. Spain ranked fourth, supported by strong demand from travellers based in the UK, the US, and Germany.
Growth in Direct Bookings
GHA’s direct booking channels also recorded steady growth in 2025. Revenue generated through the alliance’s website and mobile app increased 26%, while room nights rose 30% and total bookings grew 29%. More than 70% of direct bookings were for cross-brand stays, highlighting members’ willingness to explore multiple brands within the alliance.
Members booking through GHA’s direct channels continued to show higher average spend, longer stays, and more frequent engagement compared with bookings made through other channels.
Commenting on the results, Chris Hartley, CEO of GHA, noted that international leisure travel continued to perform well during the year, supported by changing travel preferences and increased participation from emerging markets such as India and Southeast Asia. He added that these trends provide confidence that demand for international travel will continue in 2026.
For more information, travellers can visit the Global Hotel Alliance and GHA DISCOVERY websites or register via the GHA DISCOVERY mobile app, which is available to join at no cost.
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