Global Hotel Alliance reports strong start to 2026

Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has reported a robust start to 2026, delivering strong double-digit growth across all key performance indicators in the first quarter, driven by the continued momentum of its award-winning loyalty programme, GHA DISCOVERY.

Financial Performance
- Total hotel revenues: $921 million in Q1 2026, up 24% year-on-year.
- Room revenue: $738 million, a 27% increase.
- Room nights: surged 34% compared to Q1 2025.
- Cross-brand revenue: grew 40% to $135 million, showing members are staying across multiple brands.

Travel & Market Trends
- International stays: accounted for 69% of room revenue, underscoring strong cross-border demand.
- Top feeder markets: US (+22%), UK (+23%), Germany (+21%), China (+43%).
- Strong growth also from UAE (+63%), India (+40%), and Singapore (+35%).
- Top destinations: Thailand, Spain, Singapore, Italy, and UAE.

Loyalty Programme Growth
- GHA DISCOVERY membership: reached 35 million, with enrollments up 36%.
- D$ redemptions: increased 30%, with redeemers spending significantly more than non-redeemers.

CEO Insight
Chris Hartley, CEO of GHA, emphasized that the alliance’s diversified global footprint provides resilience, balancing demand shifts across regions. He noted strong momentum across revenues, room nights, and membership engagement.

About GHA
- Largest alliance of independent hotel brands: 50+ brands, 1,000 hotels, 100 countries.
- GHA DISCOVERY offers recognition, rewards, and exclusive experiences across its network.

This performance reflects both the strength of international travel demand and the growing appeal of GHA’s loyalty programme as a driver of cross-brand engagement.