Global Hotel Alliance reports positive outlook for 2024

Global Hotel Alliance reports positive outlook for 2024

Every key performance metric hit an all-time high in 2023

UAE-headquartered Global Hotel Alliance, which this year celebrates its 20th anniversary, has reported record 2023 results and is poised for growth in the coming year.

Total room revenue of the GHA Discovery loyalty programme, shared by all brands and their collective 800 hotels, reached US$2.3 billion, surpassing 2022 by more than US$1 billion. 

This reflects the growth and engagement of the loyalty member base, which crossed the 25 million mark in 2023 and achieved 2.7 million new member enrolments for the year compared to 1.6 million in 2022.

Repeat stay revenue surpassed the billion-dollar mark for the first time, increasing 60% year on year to US$1.4 billion, while hotel cross-brand revenue jumped 71% to $289 million, demonstrating GHA Discovery’s successful loyalty model.

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GHA chief executive Chris Hartley said: “Our record 2023 results reflect how our customers have embraced the GHA Discovery programme and its new rewards currency, which offer incredible value and choice to members.

“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.”

Key booking preferences of GHA Discovery members in 2023:

  • International travel dominates
    International stays contributed 60% of all revenue in 2023, with countries receiving the most being the Maldives (100% of all revenue was from international stays), Thailand (90%), Portugal (88%), the Netherlands (83%), UAE (77%), Singapore (75%) and Italy (74%).
  • US and UK travellers stay and spend overseas most
    The US (US$205 million) and the UK (US$111 million) were the top feeder markets for international stays at GHA properties, followed by Germany (US$67 million), Australia (US$56 million), and China (US$45 million).
  • Destination hotspots
    Top destinations in terms of international stay room revenue reveal Thailand is the most popular overall, favoured by members in the US (US$10.3 million spend), followed by members in the UK (US$9 million).
    The UAE is the second most popular overall, favoured by members in the UK (US$16.6 million spend) and members in Russia (US$11 million). Members in the US favoured overseas travel to the Caribbean (US$26 million) and Italy (US$25.3 million) followed by the UK (US$15.7 million), while Australian members preferred Singapore (US$10.1 million).
  • GHA booking channels preferred
    GHA direct web and app bookings doubled in 2023 (+99% versus 2022), with average spend per member 65% higher on GHA Discovery’s direct channels compared to other third-party channels.

Hartley added: “We marked many milestones in 2023, all of which gave members more reasons to stay within our programme, from introducing a cruise component through our partnership with Regent Seven Seas Cruises to helping travellers identify hotels committed to sustainability best practices with the introduction of our Green Collection.”

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