Global Hotel Alliance Achieves Record-Breaking Q2 Growth

July 19, 2024

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In a resounding testament to the resurgence of global travel, Global Hotel Alliance (GHA), headquartered in the UAE, has announced stellar results for the second quarter (Q2) of 2024. The world’s largest alliance of independent hotel brands reported significant gains across all key performance metrics, setting a strong precedent for the remainder of the year.

Robust Growth in Room Nights and Revenues

The second quarter saw a remarkable 13.4% increase in room nights, contributing to a 17.3% rise year-to-date compared to 2023. This surge reflects the growing demand for travel among GHA DISCOVERY loyalty program members. Room revenue followed suit, registering a 10% increase in Q2 over the same period last year. This growth propelled total room revenues to $1.3 billion for the first half (H1) of 2024, up from $1.1 billion in H1 2023.

International Stays Drive Revenue

International stays have been a key driver of GHA’s success, accounting for 67% of room revenues in Q2. The Maldives, Thailand, and Portugal emerged as top destinations, with 99%, 92%, and 89% of member revenues, respectively, stemming from international stays. The UK and US continue to lead as the primary feeder markets, with US GHA DISCOVERY members generating $110 million in total room revenue, 72% of which was from overseas trips. UK members contributed $69 million, with 87% attributed to international travel.

UAE Leads as Preferred Destination

Chris Hartley CEO Global Hotel Alliance.

The UAE solidified its position as the most favoured international destination for GHA DISCOVERY members in H1, driven by significant contributions from Italy, the UK, and Russia. Singapore followed as the second most popular destination, buoyed by travellers from China and Australia.

Explosive Growth in Membership and Loyalty Redemptions

GHA DISCOVERY, the alliance’s loyalty program, witnessed an unprecedented surge in membership, with a 19.5% increase in Q2 alone. By the end of H1, membership had soared to over 27 million. This growth translated into higher redemptions of DISCOVERY Dollars (D$), the program’s digital currency, which saw an 85% increase in Q2 2024 compared to Q2 2023.

Cross-Brand Revenues and Direct Bookings Skyrocket

The growth across GHA’s extensive portfolio was further evidenced by a 31% increase in cross-brand revenues, reaching $176 million in H1 2024, up from $135 million in H1 2023. Direct bookings through GHA’s website and app rose by 40% compared to H1 2023, with average spend per member on these channels 57% higher than on third-party platforms.

Strategic Insights from GHA Leadership

GHA CEO Chris Hartley attributed the impressive performance to the robust demand for leisure travel and the strength of the alliance’s expanding portfolio. “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 program that continues to diversify its offering of new hotels and destinations,” Hartley stated.

He added, “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.”

Celebrating 20 Years of Excellence

2024 marks a milestone year for GHA as it celebrates its 20th anniversary. Since its inception in 2004, GHA has grown exponentially to encompass 40 brands with over 800 hotels, resorts, and palaces in 100 countries. The GHA DISCOVERY loyalty program, launched in 2010, has also achieved remarkable success, generating $2.3 billion in revenue and 10 million room nights in 2023 alone.

Looking Ahead

With an impressive H1 performance, GHA is well-positioned for sustained growth in the coming months. The alliance’s unique value proposition, bolstered by its multi-brand loyalty program and diverse portfolio, continues to attract a growing number of travel enthusiasts worldwide.

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

The robust performance of Global Hotel Alliance in Q2 2024 underscores the enduring appeal of international travel and the strategic advantages of a well-managed loyalty program. As GHA moves forward, its commitment to delivering exceptional experiences and value to its members and hotel brands alike promises to drive continued success in the dynamic hospitality industry.