Global Hotel Alliance (GHA) has reported continued growth throughout the year, with total hotel revenues rising 15 per cent to reach US$689 million in 3Q2024 and year-to-date revenues standing at US$2 billion. Describing this performance as “exceptionally strong”, the third quarter are saw a 16 per cent increase in room nights, combined with a small uptick in average rate.
In a press release, GHA said one of the key drivers behind its ongoing success is its GHA Discovery loyalty programme, which now boasts a membership of 28.3 million. In 3Q2024, 66.2 per cent of member revenue was generated by international stays: the US, UK, Germany, Australia and China led as top feeder markets, together contributing 26 per cent of total international room revenue.
Redemptions of GHA Discovery’s rewards currency, Discovery Dollars (D$), rocketed by an impressive 95 per cent year-on-year in 3Q2024. Given that members can earn and redeem D$ at any property operated by a GHA brand, this activity benefited all 800-plus hotels, evidenced by total cross-brand revenues jumping 31 per cent to US$100.7 million in 3Q2024, bringing total cross-brand revenue for the year to US$276 million.
GHA’s performance report also highlighted that properties in Spain achieved the highest total room revenues across domestic and international stays in that period, followed by those in Thailand, Italy, Singapore, and the UAE respectively.
GHA Discovery members based in the US delivered the most room revenue in the period, 73 per cent of which was spent on international stays. Australian members were very active in the quarter with an almost equal domestic/international split, while members in the UK delivered the third highest room revenue, 84 per cent of which was international.
In terms of top destinations, GHA Discovery members were most drawn to Portugal over the summer months, with members from the UK and Spain being the biggest spenders there. US members favoured Italy, while Australians chose Fiji, Germans preferred the Netherlands, and members from China opted for Singapore.
GHA’s robust 3Q2024 performance was supported by portfolio growth in key global markets. Four new regional brands in Norway, Greece, the UAE and Malaysia with 32 hotels recently joined the alliance, while existing hotel brands continue to open new properties in key destinations around the world.
Chris Hartley, CEO of GHA, said: “As we build on this momentum, we are well-positioned to finish 2024 on a high note, with even more brands and new hotels to be announced before the end of the year.”
