With a sharp spike of 122 pc in the room revenues in Q2 2023, Global Hotel Alliance registers strong growth as international leisure stays led by resurgent demand into Europe, the Middle East and Southeast Asia boost business.

Global Hotel Alliance has reported stronger-than-forecast first half 2023 results, with room revenue in its GHA Discovery loyalty programme up 122 pc year-on-year by the end of Q2.

In a press statement, the UAE-based company says that its business growth has been building up since November 2022, reflecting sustained appetite for international stays at GHA’s diverse portfolio of 800 hotels across 40 brands in 100 countries, spanning dynamic city properties, idyllic resorts, nature-immersed retreats, and even luxury palaces.

With first-half total revenues topping USD 1.2 billion, a growth of 122 pc on H1 2022, July and August are building on this momentum, showing record-breaking performance potential. The company adds that this growth is being driven by the growing number of travel-hungry GHA Discovery loyalty programme members, whose number will reach the 25-million mark before the end of the year.

The company says that five most popular destinations during the first six months of 2023, ranked in terms of total H1 revenue growth, were Thailand followed by Spain, the UAE, the Maldives, and Italy, while the USA remained the most important feeder market for international stays in terms of contribution to room revenue. Meanwhile the top five countries commanding the highest Average Daily Rates were St Lucia, Israel, the Maldives, the Seychelles and Switzerland.

The company says that China’s travel comeback made its mark too, with total hotel revenue generated by GHA Discovery members reaching USD 40 million, a 62 pc increase compared to H1 2022 and a growth of 4 pc versus the same period in 2019.

Cross-brand revenue continued to surge across the entire GHA portfolio to hit USD 135 million in H1, demonstrating hotels are receiving incremental revenue from GHA Discovery members staying and earning loyalty points at one property and redeeming them as part of their stay at another. Of those D$ redeemed during H1, 28 pc were on a cross-brand stay, generating new customers for hotels. Once on property, those members spent on average 14 times the redemption amount.

It says that the Chinese and Singaporean members were the most engaged in redeeming loyalty points, a clear sign the currency appeals to travellers in markets where travel demand is accelerating now that pandemic-related restrictions have been lifted.

Another incentive for all members to earn and spend their loyalty points is the growing choice of hotel brands and properties, with 21 new hotel additions in H1, ranging from luxury beach resorts to urban retreats in popular city destinations. They included several destination debuts for GHA hotel brands, such as Anantara Plaza Nice, the first Anantara in France, NH Dubai the Palm, a Middle East foray for NH, and Capella Sydney, the first Capella property in Australia.

“Our strong H1 numbers reflect the huge demand for leisure travel and the slow but steady recovery of business travel. We are now entering a phase of sustained growth, buoyed by a unique multi-brand loyalty programme that continues to grow its offering of new hotels and destinations,” says GHA CEO Chris Hartley.

GHA says that for the remainder of 2023, 64 pc of all member bookings are concentrated in 10 countries, led by Australia, which has jumped up from second place in 2022 to the top slot in 2023, followed by Singapore, China, Germany and Thailand. Meanwhile GHA’s first hotels in Japan, Pan Pacific and Park Royal hotels in Tokyo, are already the most booked hotels this year to date.

“With Q2 results hitting a new record and summer bookings overwhelmingly strong, coupled with the potential to capture catch-up demand from key source markets in Asia, and in particular China, the outlook for H2 is very promising, and we anticipate ending 2023 on a revenue and membership high,” adds Hartley.