What's Happening?
The Global Hotel Alliance (GHA), the largest alliance of independent hotel brands, reported an 18% year-on-year increase in total hotel revenues for the third quarter of 2025, reaching $813 million. Room
revenue also rose by 19% to $657 million, driven by a 19% increase in room nights sold, predominantly from international travel. The GHA DISCOVERY loyalty program played a significant role in this growth, with membership surpassing 32 million and redemptions of DISCOVERY Dollars increasing by 39%. The alliance's performance builds on a strong first half of the year, with year-to-date revenues reaching $2.3 billion, up from $2 billion in the same period of 2024.
Why It's Important?
GHA's robust performance underscores the resilience and recovery of the global travel industry, particularly in the context of international travel. The significant growth in GHA DISCOVERY membership and engagement highlights the increasing importance of loyalty programs in driving revenue and customer retention. This trend is crucial for the hospitality industry as it seeks to recover from the impacts of the pandemic and adapt to changing consumer preferences. The alliance's success in expanding its global reach and driving incremental revenue for its member brands demonstrates the potential benefits of collaborative models in the hospitality sector.
What's Next?
As GHA continues to build on its momentum, the alliance is poised to close the year with record levels of member activity and revenue growth. The focus will likely remain on enhancing the GHA DISCOVERY program to further increase member engagement and cross-brand revenues. The alliance may also explore opportunities to expand its global footprint and strengthen its position in key markets. The hospitality industry will be closely monitoring GHA's strategies and performance as a potential model for growth and recovery in the post-pandemic era.
