Just in time for its 20th anniversary, UAE-based Global Hotel Alliance has hit an all-time high in all KPIs, with January already trending at 15 percent over 2023.
As the world’s largest alliance of 40 independent hotel brands, the total room revenue of the GHA DISCOVERY loyalty programme reached US$2.3 billion. This figure surpasses that of 2022 by more than a billion dollars, reflecting the growth and engagement of the loyalty members.
GHA DISCOVERY incentivises members to enjoy the programme’s benefits by earning and spending their DISCOVERY Dollars (D$) rewards currency across its member brands.
The number of new member enrollments in 2023 was 2.7 million compared to the previous year’s 1.6 million.
Repeat stay revenue surpassed the billion-dollar mark for the first time, increasing 60 percent year-on-year to US$1.4 billion.
With more members understanding the value of D$ (D$1 equal to US$1), its redemptions more than doubled yearly, especially during the December holiday season.
“Our record 2023 results reflect how our customers have embraced the GHA DISCOVERY programme and its new rewards currency, which offers incredible value and choice to members,” said GHA CEO Chris Hartley.
“With more upscale and luxury hotels and brands continuing to join GHA amid record revenues in 2023, we embark on our 20th-anniversary celebrations this year in great shape and primed for further growth.”
International stays contributed 60 percent of all revenue in 2023, with countries receiving the most being the Maldives, Thailand, Portugal, the Netherlands, UAE, Singapore and Italy.
US and UK travellers stayed and spent the most overseas, followed by Germany, Australia and China.
Top destinations regarding international stay room revenue reveal Thailand is the most popular overall. The UAE is the second most popular overall.
GHA marked many milestones in 2023, which gave members more reasons to stay within their programme, from introducing a cruise component through their partnership with Regent Seven Seas Cruises to helping travellers identify hotels committed to sustainability best practices with the introduction of the Green Collection, all while enriching the hotel portfolio with new destinations.
