Hotel revenues up 17% YoY, reports Global Hotel Alliance

Hotel revenues up 17% YoY, reports Global Hotel Alliance

Room nights bookings up 20% in same period

UAE-headquartered Global Hotel Alliance (GHA), an alliance of independent hotel brands, has reported a robust Q1 2024 performance compared with Q1 2023 for hotels.

Exceeding expectations, total hotel revenues for Q1 2024 jumped to US$649 million, up 17% compared to Q1 2023, while total room nights picked up 20% and the Average Daily Rate (ADR) across its portfolio of 800 hotels was up 2%.

The GHA Discovery loyalty programme continued to grow in popularity, with 26 million members to date and new enrolments increasing 28% in the first three months of 2024 compared to the same period in 2023. During the same time, redemptions of the programme’s rewards currency, Discovery Dollars (D$), rocketed 109% year-on-year.

The total cross-brand revenue driven by members staying with different brands to where they'd enrolled, increased 32% to $86.2 million in Q1. Hotel brands benefiting the most include Anantara and Kempinski.

More than two-thirds of hotel room revenues were generated by international stays, and the UAE is the most preferred international destination for members in the UK.

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Since launching just over two years ago, D$206 million have been issued to GHA Discovery members, and with D$1 equal to US$1. This has created a stimulus for travel and helped drive more direct bookings for hotels, which are up 40% on GHA channels over 2023. Nearly two-thirds of those direct bookings are now made on the GHA Discovery app.

GHA has also diversified its loyalty offering with two new partnerships with ultra-luxury cruise line Regent Seven Seas Cruises and vacation rental platform Plum Guide in March 2024, rewarding members who stay at any of their 38,000 vacation homes.

In a move that further broadened the choice for GHA Discovery members, GHA welcomed the Lore Group in February, adding five design-led hotels housed in landmark buildings across Amsterdam, London and Washington DC, along with Cheval Collection which joined in April, offering luxury serviced apartments across Dubai, Edinburgh and Dubai.

GHA CEO Chris Hartley (pictured) said: “As we enter our 20th anniversary year, GHA is not only delivering impressive numbers, but tangible business growth to our hotel brands. Our Q1 results also underscore our commitment to providing our GHA Discovery members with unparalleled choice and flexibility; the surge in new enrolments and record-breaking redemptions of D$ reflect their level of engagement with the programme.”

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