Global Hotel Alliance closed 2025 with its strongest performance to date, confirming the growing power of loyalty-driven travel and the resilience of international leisure demand.
Headquartered in the UAE, the world’s largest alliance of independent hotel brands reported record revenue, rising member engagement, and accelerated direct bookings, underscoring the effectiveness of its collaborative model in a rapidly evolving hospitality landscape.
Total revenue generated through the GHA DISCOVERY loyalty program reached an all-time high of $3.2 billion, marking a 21% increase year over year. Repeat stay revenue climbed to $1.8 billion, up 18%, highlighting how loyalty continues to translate into consistent guest behavior. Cross-brand stays, a key indicator of member engagement across the alliance, rose 15% to $424 million as travelers increasingly explored multiple brands within the portfolio rather than remaining loyal to a single hotel flag.
Loyalty Growth and Brand Expansion Fuel Momentum
Membership growth played a central role in GHA’s performance. Enrollments increased by 25% in 2025, pushing total GHA DISCOVERY membership beyond 34 million travelers worldwide. DISCOVERY Dollar redemptions surged by 55%, reflecting members’ growing willingness to use rewards not only for hotel stays but also for dining, wellness, and curated experiences, particularly during the peak holiday season.
The alliance also significantly expanded its global footprint. Eight new hotel brands joined GHA in 2025, while 175 new properties were added to the DISCOVERY platform, nearly tripling the previous year’s growth. A major milestone came with the addition of Rotana, which contributed more than 70 hotels across the Middle East, Africa, Eastern Europe, and Turkey. New brands such as Sunway, Lanson Place, and SAii further strengthened the alliance’s presence in both established and emerging leisure destinations across Asia, Europe, and the Middle East.
International Travel and Direct Booking Strength
International travel continued to dominate GHA DISCOVERY activity, accounting for 67% of total revenue in 2025. Destinations with particularly high international demand included Thailand, Portugal, the Netherlands, Hong Kong, the UAE, and Singapore. The US and UK once again emerged as the most important outbound feeder markets, generating a combined $432 million in international room revenue, followed by Germany, Australia, and China.
Direct booking channels proved especially powerful. Revenue from GHA’s web and app platforms rose 26%, while bookings increased by 29%. More than 70% of these direct bookings involved cross-brand stays, and average member spend through GHA channels was 86% higher than through other distribution channels. According to GHA leadership, this shift away from high-cost third-party platforms strengthens profitability for independent hotel brands while delivering higher-value guests.
Looking ahead, GHA expects continued momentum in 2026, driven by younger travelers prioritizing experiences, accelerating demand from India and Southeast Asia, and sustained appetite for international leisure travel despite global uncertainty.
