GHA says that the total cross-brand revenue increased 32 pc to USD 86.2 million in Q1
Global Hotel Alliance (GHA), world’s largest association of independent hotel brands, says it has started its 20th anniversary year with a robust Quarter 1 results across all key performance indicators.
According to a press statement by GHA, the results have exceeded expectations with total hotel revenues for Q1 2024 jumping to USD 649 million.
GHA, which is based in the United Arab Emirates, says that its revenue in the quarter rose 17 pc compared to Q1 2023, while total room nights picked up 20 pc and the Average Daily Rate (ADR) across its portfolio of 800 hotels nudged up 2 pc.
The GHA Discovery loyalty programme continued to grow in popularity, with new enrolments increasing 28 pc in the first three months of 2024 compared to the same period in 2023. At the same time, redemptions of the programme’s rewards currency, Discovery Dollars (D$), was up 109 pc year-on-year, led by members based in Spain, Singapore and China respectively.
The statement adds that the total cross-brand revenue increased 32 pc to USD 86.2 million in Q1, with hotel brands benefiting the most including Anantara, Kempinski, Pan Pacific and ParkRoyal.
GHA says that since launching just over two years ago, D$ 206 million have been issued to GHA Discovery members, with D$1 equal to USD 1. This has created a stimulus for travel within the alliance and driven more direct bookings for hotels, which are up 40 pc on GHA channels over 2023.
International stays made by the 26 million GHA Discovery loyalty programme members dominate with 68 pc of hotel room revenues generated by international stays, led by properties in the Maldives at 99 pc of revenue from international stays, Thailand accounting for 94 pc and Hong Kong at 86 pc.
The statement says that US and UK members remained highly influential. About 72 pc of the room revenue from US GHA Discovery members and 89 pc of the room revenue from UK members came from their international stays.
Chris Hartley
“As we enter our 20th anniversary year, GHA is not only delivering impressive numbers, but tangible business growth to our hotel brands. Our Q1 results also underscore our commitment to providing our GHA Discovery members with unparalleled choice and flexibility; the surge in new enrolments and record-breaking redemptions of D$ reflect their level of engagement with the programme,” says Chris Hartley, CEO, GHA.
According to GHA, the United States is the most important feeder market for GHA hotel brands and it generated USD 52 million in international room revenue in Q1 2024. It is followed by the UK with USD 37 million. This collective USD 89 million represents 26 pc of total international stays room revenue.
Repeat stays room revenue from US members in Q1 2024 increased 33 pc compared to Q1 2023, while repeat stays from UK members rose 20 pc year on year.
“Looking ahead, building on two decades of success, we remain dedicated to delivering exceptional value and experiences, ensuring that GHA continues to be the preferred choice for independent hotel brands and their customers.” adds Hartley.
