Global Hotel Alliance (GHA), the world’s largest network of independent hotel brands, has released its outlook on how the world will travel in 2026. The survey draws on data from its GHA DISCOVERY loyalty program. The latter numbers more than 32 million members worldwide.

The findings reveal a more intentional traveler, someone who prioritizes connection, comfort, and authenticity over extravagance. From more deliberate spending and lifestyle-driven loyalty to Asia’s continued pull as a dream destination, travel in 2026 is set to be smarter, slower, and more personalized than ever.

What travel will look like in 2026

- Travel will be more personal
For next year’s travelers, trips are becoming more reflective of personal identity than simple movement from place to place. 65% say travel expresses who they are, and nearly 90% agree or remain neutral on that point overall. Half of Gen Z respondents say travel matters more to them than career milestones—underscoring that global experiences are the new markers of achievement.

This mindset is especially strong in Germany, the US, Thailand, the UAE, and India, where destinations increasingly serve as expressions of personal values and individuality.

- Travel will be leisure-led
The urge to travel for enjoyment is stronger than ever. In 2026, travelers expect to take an average of six leisure trips, compared with four for business. Nearly half (47%) anticipate increasing their personal travel, while only 12% plan to travel more for work. Gen Z and Millennials are driving the trend—65% of Gen Z say they’ll travel more for fun—while Boomers prefer fewer but longer restorative getaways.

More than 40% expect to travel internationally for personal trips, with China, Thailand, and India leading the way in overnight stays abroad.

- Travel will be more exploratory
Curiosity is reshaping trip planning. Sixty-two percent say they’d rather visit new destinations than return to familiar ones. Among the 38% who do revisit places, most say it’s to experience them more deeply. Gen Z shows the strongest desire for discovery (72%), along with travelers from India, the UAE, and China. When choosing destinations, travelers prioritize safety and comfort (57%), followed by cultural curiosity (41%) and wellness (38%). For Gen Z, curiosity comes first.

- Travel will be slower and more intentional
High-speed itineraries are giving way to slower, more meaningful travel. About 60% prefer smaller cities and rural retreats over major urban centers—China is the only market where large cities remain the top choice (51%). Forty-two percent want restful, unplanned trips, compared with 36% who still prefer sightseeing-heavy schedules. Interest in relaxed itineraries is highest in Malaysia (55%) and the UK (53%), while travelers in China and the US (both 43%) are more likely to pursue fast-paced agendas.

- The rise of the selective splurge
Travelers are becoming more discerning: 79% say they prefer targeted upgrades rather than free-for-all spending, favoring comfort and value. Germany has the highest share of “splurge freely” respondents (22%), while 63% of those in Asia-Pacific say they’ll spend more carefully.

Luxury is also being redefined. While 78% still associate it with boutique or five-star hotels, more travelers now connect luxury with personalized service, fine dining, and flexibility. And 86% say hotel quality is the one part of travel they refuse to compromise on.

- Loyalty will become lifestyle
Travel loyalty is shifting from points to belonging. For 2026, 44% of members say room upgrades, early check-in, and late check-out are their most valued perks. Seventy-three percent would consider buying a travel subscription that offers ongoing lifestyle benefits. Members also cite time savings (56%), exclusive access (50%), and personalized recognition (47%) as essential to a rewarding stay.

- Travel will be smarter and more seamless
Tech-enabled travel is now the norm. Six in ten members have used AI tools—such as ChatGPT or Gemini—to plan trips, with the highest use among Gen Z (79%) and the lowest among Boomers (31%). China, Thailand, and Singapore lead in AI adoption. Travelers value contactless payments (56%), digital room keys, and biometric boarding the most. When booking, 42% prefer loyalty apps or hotel brand sites over third-party platforms.

Asia leads global travel wish lists for 2026

Asia continues to dominate global travel dreams. Japan tops the list as the world’s most sought-after destination, cited by 14% of travelers, and it leads wish lists in Thailand, Malaysia, the UAE, Singapore, and Australia. China ranks second (7%) and Thailand third (6%)—together accounting for nearly one in three dream trips next year.

Travel inspiration is also shifting. Friends and family (36%) remain the top source, but Instagram now sits in second place (34%), surpassing traditional media. YouTube leads in Japan and Thailand, while TikTok dominates in China, showing that Asia is influencing not just where people travel, but how they imagine and plan their trips.

“Our 2026 study paints a picture of a traveler who’s more thoughtful and values-driven than ever,” said Kristi Gole, Executive Vice President of Strategy at Global Hotel Alliance. “They’re traveling less for work and more for meaning, choosing experiences that reflect who they are. What’s especially exciting is how loyalty has evolved; for GHA DISCOVERY members, it’s about lifestyle, recognition, and a sense of belonging wherever they go.”

 

Independent hotel loyalty programmes are outpacing larger chains as travellers prioritise simplicity, hotel quality, and meaningful benefits over complex points accumulation systems  

  New research from Global Hotel Alliance (GHA) has unveiled three defining trends shaping the future of hotel loyalty – simplicity, personalisation, and experiences over discounts.   Independent hotel loyalty programmes that deliver on these fronts are gaining ground on their larger counterparts, preferred for their clarity, flexibility, and meaningful travel experiences over traditional models built around rigid points systems.   GHA’s newly released report, What Travellers Want Most From Loyalty Programmes – based on recent research with members of its global GHA DISCOVERY loyalty programme –highlights a clear shift in traveller expectations and rising demand for loyalty schemes that are intuitive, deliver genuine value, are easy to use, and elevate the overall stay experience.   With hotel guests overwhelmed by a proliferation of loyalty options – many of which are laden with constantly shifting rules, point valuations, and redemption restrictions – simplicity is emerging as a key differentiator. Programmes that are easy to understand and engage with are winning favour.   GHA DISCOVERY, operated by GHA – the world’s largest alliance of independent hotel brands – is at the forefront of this trend, delivering personalised, high-value experiences at more than 850 hotels, across 45 brands in 100 countries.   Kristi Gole, Executive Vice President of Strategy at Global Hotel Alliance, commented: “Travellers are telling us loud and clear – they want loyalty programmes that are simple, transparent, and actually make their stays better. They're looking for benefits that feel personal, immediate, and valuable. GHA DISCOVERY is responding to that call.”  

The top three trends redefining hotel loyalty

 

1. Simple and seamless Loyalty is no longer about accumulating points over time – it’s about ease and immediacy. GHA DISCOVERY continues to outperform legacy schemes with its flexible, transparent rewards currency: DISCOVERY Dollars (D$). With D$1 equal to US$1, members enjoy clarity and control over their rewards, which can be earned and spent globally like cash.

  Ease of earning and redeeming D$ – including online redemptions, bonus promotions, D$ bids for prizes, and the option to transfer or donate D$ – was identified as a top programme feature by members surveyed, in line with growing traveller demand for flexibility and choice.   Crucially, the D$ rewards currency is valued three times more than the traditional points systems of competing hotel loyalty programmes, the research revealed.   “Transparent and simple reward redemption is essential in today’s loyalty environment,” said Gole. “Travellers want to enjoy their rewards without unnecessary rules or restrictions – and we make that increasingly possible.”  

2. Make it personal, please Travellers today expect loyalty to go beyond transactional benefits. They are seeking programmes that recognise them as individuals – offering relevant perks, curated experiences, and tailored communications that reflect their preferences and travel patterns.

  This desire for personalisation spans the entire journey – from pre-stay recommendations to in-stay recognition and post-stay engagement. It’s about adapting to their lifestyle and delivering experiences that feel designed just for them.   “Loyalty should feel like a relationship – not a one-size-fits-all solution,” said Gole. “When travellers feel seen and understood, they are more likely to stay loyal and engage meaningfully with the brand.”  

3. It’s all about experiences Experience-enhancing perks are driving stronger engagement than traditional discounts. 73% of travellerssurveyed by GHA value tangible benefits like room upgrades, complimentary breakfast, and late check-out over monetary savings.

  Diving deeper into the research, a more nuanced picture of what drives satisfaction and loyalty emerges:  

• 41% value on-property perks the most – such as upgrades, breakfast, late checkout, and member rates.
• 25% prioritise earning and spending D$, appreciating the ability to use them globally, access exclusive promotions, and even buy or bid on rewards.
• 19% highlight member privileges – including Member Rates, status sharing, concierge access, and benefits with partners.
• 15% appreciate Live Local benefits – dining and spa discounts, no-stay-required access to hotel amenities, curated local experiences, community events, and more.

  A strong desire for an enhanced experience is influencing behaviour, with more than 80% of respondents saying they would join a loyalty programme if it guaranteed a room upgrade and included breakfast.   “Our members want to feel the value of loyalty from the moment they arrive,” Gole added. “Upgrades, breakfast, and other meaningful benefits go a long way in making guests feel appreciated and more likely to return.”   The rise of independent loyalty programmes   The broader message of the What Travellers Want Most From Loyalty Programmes report is clear: independent hotel loyalty programmes are gaining momentum, outpacing the growth of larger chain-based schemes by responding faster and more intuitively to traveller needs, with GHA DISCOVERY leading the way.   Its approach to loyalty resonates with travellers, with 53% of those surveyed preferring GHA DISCOVERY over other loyalty schemes – up 15% on last year. Engagement levels are rising too, reflected in an improved Net Promoter Score, up 29% year on year, as well as increased usage of DISCOVERY Dollars (+7%).   GHA DISCOVERY is increasingly perceived as a luxury loyalty programme too, valued for its broad choice of upscale and luxury brands. This aligns with report findings showing that quality hotels are the top priority for members (47%), surpassing both the number of hotels (43%) and the ease of earning and redeeming rewards (43%).   “Today’s loyalty customer is more often than not a leisure traveller and they are looking for upscale and luxury hotels. GHA DISCOVERY is leading the shift with its huge choice of brands, offering a simple rewards currency and the type of tangible benefits and tailored experiences that align with how today’s travellers want to explore the world,” said Gole.

 

• • • Q1 2025 total stay revenue picks up 15% year-on-year
    • DISCOVERY DOLLAR (D$) redemptions increase 60%, encouraging more spend
    • International stays account for 70% of total revenue
    • Members in China, UK, France and Spain post strongest growth in international spend

  Global Hotel Alliance (GHA), the world's largest alliance of independent hotel brands, has reported strong first-quarter results for 2025, with continued double-digit gains across all key metrics. Robust returns and sustained momentum reflect the growing impact of its award-winning loyalty programme, GHA DISCOVERY, which now commands a 30-million-strong global membership.   Total hotel stay revenues reached US$746 million in Q1 2025, up 15% on Q1 2024 while total room nights picked up 12% and the Average Daily Rate (ADR) across its portfolio of 850 hotels nudged up 3%.   Further underlining the success, cross-brand revenue increased by 11%, which is driven by members staying with a different hotel brand than where they enrolled.  Meanwhile the loyalty programme added around 850,000 new members in Q1 2025 – an 8% year-on-year increase versus Q1 2024.   Redemptions of DISCOVERY Dollars (D$) – the programme’s generous rewards currency, where D$1 equals US$1 — rocketed 60% year-on-year, led by GHA DISCOVERY members based in Spain, Germany, China, and Singapore. The total revenue from redemption stays in Q1 2025 was 7.6 times the value of D$ redeemed. For high redemption stays of more than D$1,000, total hotel revenue was 4 to 5 times the redeemed amount, showing that members continue to spend significantly, even when using large amounts of D$, generating strong incremental revenue for GHA’s hotel brands.   “These results reflect the continued evolution of GHA DISCOVERY as a powerful platform for driving growth and guest loyalty,” said Chris Hartley, CEO, Global Hotel Alliance. “We’re seeing its impact deepen across every key metric – from revenue and redemptions to cross-brand engagement. With strong international travel demand and members spending more, even when redeeming rewards, our hotel brands are capturing more revenue from the programme at a lower cost of sale.   Q1 2025 highlights & emerging trends:  

• International travel dominates: International stays made by the 30 million GHA DISCOVERY loyalty programme members continue to lead growth, accounting for 70% of hotel room revenues year-on-year. This reflects a sustained appetite for international travel by GHA DISCOVERY members, particularly in Asia. The Maldives and Thailand remained the top two countries for hotel room revenue from international guests (100% and 95% respectively) followed by Hong Kong SAR (84%) and the United Arab Emirates (82%).

• Top feeder markets stable: The USA, UK, Australia, China, and Germany remained the top five international source markets for member revenues at GHA hotels in the first quarter of 2025 with the US and the UK maintaining their positions as the top two markets globally.
• Growth shifting: GHA DISCOVERY member international stay room revenue from China (+19%), France (+15%), and Spain (+13%) outpaced growth from the US (+3%) and UK (+10%) in Q1 2025, signalling increased outbound momentum in EMEA and Asia and a slight slowdown in outbound US travel activity during the period.

• Q1, 2025 destination hotspots: Thailand and Singapore were the top international choices for GHA DISCOVERY members in key feeder markets. Travellers from Germany and Russia favoured Thailand, while those in China and Australia leaned towards Singapore. UK-based members headed to the UAE, while US members chose the UK as their preferred destination.

  A significant portfolio boost came in March 2025, further emphasising GHA’s growing attraction for independent brands, with Rotana, a leading UAE-based hospitality group, joining the alliance. With 80 hotels across the Middle East, North Africa, Eastern Europe, and Turkey, Rotana expands GHA’s presence in strategic markets and strengthens its position in the UAE.   “It’s been a great start to the year,” said Hartley. “We’re building on the momentum of a record 2024, continuing to grow our portfolio, and seeing strong returns from member engagement in our loyalty programme. With new brands like Rotana joining the fold and our metrics trending upward across the board, we’re well-positioned for another year of solid performance.”

 

• Green Collection now features 472 hotels, resorts and palaces - 56% of GHA’s total portfolio and a 150% increase in the Green Collection portfolio since its launch in 2023
• GHA DISCOVERY’s 30 million members make conscious and responsible travel choices, as stays at Green Collection hotels increase by 16% in 2024
• GHA DISCOVERY members will earn a D$5 bonus for each Green Collection hotel stay from 14^th April through 31^st May 2025

  UAE-based Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has announced significant growth of its Green Collection. Since its launch in March 2023, the collection has expanded by 150%, growing from 189 hotels, resorts and palaces to 472. This rapid expansion underscores the increasing importance of sustainability in the hospitality industry.   Every Green Collection property has attained at least one certification from a globally recognised environmental organisation, with EarthCheck, Green Growth 2050, Green Key and Green Globe among the 20 leading certification bodies represented, and each requiring hotels to meet the highest international standards for sustainability initiatives and performance, with regular third-party audits conducted to retain certification. Achieving certification demonstrates a hotel’s long-term pledge to upholding these standards, with each Green Collection property being a pioneer of practices that preserve the natural environment and benefit local communities in the destinations where they operate.   “The constant growth of the Green Collection is a powerful testament to the shared commitment among our brands to responsible travel,” said Jelena Kezika, Senior Director Strategy at GHA. “In just two years, the Collection has grown to represent more than half of our global portfolio, proving that sustainability is not only a priority but a defining pillar of hospitality today. While Green Collection was created to help conscious consumers make more informed choices, it also supports our hotels on their sustainability journeys - by working together, sharing best practices and success stories, and guiding one another on meaningful initiatives that expand our collective impact. I want to sincerely thank and congratulate our hotel brands for being true champions of sustainability and for driving positive impact in the communities they serve.”   From city breaks to seaside escapes and business stays to leisure getaways, the collection is geographically diverse and is present in 60 countries and 260 destinations, spanning every region. In Europe, Green Collection properties account for 81% of GHA’s portfolio, followed by the Middle East with 58% and Africa at 46%. Spain leads the way, offering the highest number of Green Collection hotels (74), followed by Italy (57), Germany (54), and The Netherlands (35). This geographical spread highlights a strong commitment to sustainability across key European markets.   Further strengthening the Green Collection’s impact, three prestigious brands - Paramount Hotels, The Leela Palaces, Hotels and Resorts, and Lore Group - joined in 2024, introducing their first hotels to the collection. In total, 25 out of 45 GHA brands now offer properties that are part of the Green Collection.   Sustainability is proving to be a significant factor in guest preferences, as evidenced by a notable increase in key performance indicators. In 2024, the average length of stay at Green Collection hotels was 9% longer compared to other hotels in the alliance, while the average spend per stay was 26% higher. Additionally, total stays at Green Collection properties increased by 16% in 2024 compared to 2023, further demonstrating the growing appeal of eco-conscious accommodations. The hotels in Green Collection continue to be a cornerstone of GHA’s success, contributing 71% of the total revenue generated and 68% of the total nights stayed across the entire GHA hotel portfolio in 2024.   “As travelers increasingly expect to see eco-friendly choices from their favourite hospitality and travel brands, Green Collection remains at the forefront of sustainable hospitality, demonstrating that luxury and environmental responsibility can go hand in hand”, concluded Kezika.   In September 2023, GHA started its partnership with EarthCheck, the leading scientific benchmarking and certification group for sustainable travel and tourism. This collaboration is part of GHA’s commitment to achieving EarthCheck Certified status for its Dubai headquarters. To support this goal, GHA formed a dedicated Green Team, consisting of departmental champions, whose role is to drive the certification process and embed sustainability initiatives across the company.   This week, GHA is proud to share that its Dubai office has been EarthCheck certified, marking a significant milestone in its journey toward greater environmental and social responsibility. The milestone also comes at a meaningful moment, aligning with the second anniversary of the Green Collection and Donate D$ initiatives.   To celebrate this occasion, GHA DISCOVERY members earn a D$5 bonus for each Green Collection hotel stay booked and completed during the period from 14^th April through 31^st May 2025.   Examples of Green Collection Hotels’ sustainability efforts:   NH Collection Copenhagen's building, originally built in the 1960s, underwent a total transformation. Now, this luxury hotel pioneers sustainability innovation in Denmark. The building is equipped with green plant roofs, seawater cooling, a climate-proof facade, and more. Since 2023, its electricity consumption has been covered by renewable energy.   Sustainability is at the heart of The Sukhothai Shanghai hotel's operations. From green architecture and energy-saving techniques to environmentally friendly practices, every aspect of the hotel promotes a sustainable lifestyle. The hotel is leading the way in conversation and has implemented a rainwater irrigation system, a rooftop solar power system for water heating, and removed all plastic bottles from its premises.   Kempinski Seychelles Resort has adopted many sustainable practices, reducing resource consumption, fostering biodiversity and collaborating with local communities to support long-term environmental and social well-being. From the use of locally made products and natural ingredients in their spa to solar panels on the property roofs, an on-site water treatment plant that recycles water, coral planting and accessible tours to learn about the marine conservation efforts, the resort is truly committed to protecting the planet.   Environmental sensitivity, responsible consumption, and resource efficiency have helped steer The Leela Palaces, Hotels and Resorts' sustainability efforts. The Leela Palace Bengaluru is powered mainly by renewable energy, with 90% of the Palace running on wind energy. The Leela Palace Udaipur, repeatedly awarded as one of the best hotels in the world, is the only hotel to ply electrically operated boats on Lake Pichola. In The Leela’s commitment to a circular economy, they've partnered with Phool to transform florals adorning their properties at end-of-life into something extraordinary. Using Phool’s innovative ‘Flowercycling’ technology that integrates principles of the circular economy, they upcycle these flowers into charcoal-free incense sticks and cones that do not produce harmful toxins when burnt, reducing waste and eliminating pollutants. This initiative extends beyond environmental impact; it empowers women entrepreneurs trained to meticulously craft these incense products.   One Hundred Shoreditch has committed to becoming a fully sustainable hotel through various initiatives, such as introducing fully renewable electricity consumption, an energy-efficient air management system, and recyclable waste management. Lore Group is focused on reducing its carbon footprint through working with expert organisations, aiming to reduce its emissions at source by adopting renewable energy for electricity throughout the portfolio.   PARKROYAL COLLECTION Pickering is an iconic eco-friendly hotel in Singapore with a stunning ‘hotel-in-a-garden’ concept that incorporates energy-saving features and seamlessly blends cutting-edge environmentally-friendly practices and technologies throughout the building, Awarded 'World's Leading Green City Hotel' in the prestigious World Travel Awards, the hotel positions Singapore as a world leader of green high-rise developments.   Corinthia Hotels has developed and updated its comprehensive sustainability strategy for the organisation in 2024, in line with the newest regulatory reporting obligations. The installation of PV panels on both Corinthia properties in Malta, Corinthia Palace and Corinthia St George’s Bay, resulted in a reduction of tons of carbon dioxide emissions.

 

Abu Dhabi-based Rotana will offer the 30 million members of the GHA DISCOVERY loyalty programme 80 additional properties to choose from across five distinct brands

  Two UAE-based hospitality powerhouses have come together in a milestone partnership as Rotana, one of the Middle East’s leading hotel management companies, joins Global Hotel Alliance (GHA) – the world’s largest alliance of independent hotel brands.   A fast-growing company, Rotana provides GHA DISCOVERY members access to an expansive portfolio of 80 properties across the Middle East, North Africa, Eastern Europe and Turkey, with more opening soon. GHA has started the integration, and all properties of five Rotana’s brands – Rotana Hotels & Resorts, Rayhaan Hotels & Resorts by Rotana, Centro by Rotana, Arjaan Hotel Apartments by Rotana, and Edge by Rotana – will be live in the programme in early 2026.   For Rotana, joining GHA not only expands its global reach and visibility – with GHA DISCOVERY generating US$2.7 billion in revenue and 11 million room nights in 2024 – but also for current Rotana Rewards members – which will become Rotana DISCOVERY on completion of the integration - it offers an expanded range of loyalty benefits. These include: DISCOVERY Dollars (D$) where members can earn and spend D$ (with D$1 equal to US$1) at any property in the GHA DISCOVERY portfolio; rewards from the first stay and VIP benefits such as room upgrades, flexible check-in/check-out exclusive services, complimentary Wi-Fi, and more; and Local Offers – member-only access to hotel facilities, with or without a stay.   Chris Hartley, CEO of Global Hotel Alliance, said: "Welcoming Rotana to GHA is a significant milestone, particularly in a region where the brand is the largest hotel operator. With Rotana commanding a growing presence across the Middle East, North Africa, Eastern Europe and Turkey, this partnership cements GHA DISCOVERY’s position as a top loyalty programme both regionally and globally, giving our members access to an even greater selection of properties and destinations. With Rotana joining, we will be close to 950 hotels, and we have high hopes to hit 1,000 hotels very soon.”   Rotana thus benefits from the GHA DISCOVERY’s cross-brand activity – where members move between alliance brands generated US$370 million in incremental revenue last year.   Philip Barnes, CEO of Rotana, added: "At Rotana, we are committed to delivering exceptional hospitality experiences, and being part of GHA enables us to extend this promise to a global audience. GHA and Rotana share the same values – offering a guest-centric approach that gives travellers choice, flexibility, and meaningful rewards. With GHA DISCOVERY, we are enhancing the benefits available to our loyal guests while expanding our reach through a world-class alliance of independent hotel brands.”

 

• GHA DISCOVERY revenue up 16% to an all-time high of $2.7 billion
• Member engagement grows, as repeat stay revenue increased 15% to $1.6 billion
• Sought-after cross-brand stay revenue up 28% to exceed $370 million
• 3.2 million new members join GHA DISCOVERY pushing total to 30 million, up 18%
• D$ redemption almost doubles to D$20 million, with December setting new record

  UAE-headquartered Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, proudly celebrated its 20th anniversary in 2024 by delivering its best-ever results. The milestone year saw record-breaking performance across all key metrics, further establishing GHA’s position as a leader in the global hospitality landscape.   Total revenue generated by the GHA DISCOVERY loyalty programme soared to $2.7 billion, a 16% increase from the previous $2.3 billion record set in 2023. Repeat stay revenue climbed 15% to $1.6 billion (up from $1.4 billion in 2023), highlighting the growing engagement of loyal members, while cross-brand stay revenue surged by nearly one-third, reaching $370 million (up from $289 million in 2023), driven by members staying in a different brand than where they enrolled.   The year also saw remarkable growth in loyalty programme membership and engagement. Enrolments reached 3.2 million, up 18%, taking total GHA DISCOVERY membership past the 30 million threshold. DISCOVERY Dollar (D$) redemption nearly doubled to D$20 million, with the 2024 holiday season witnessing a record D$2.6 million redeemed in December alone, as members splurged on hotel stays and a range of experiences, from dining to spa days, and more.   In 2024, GHA welcomed seven new hotel brands to its portfolio while existing brands continued to expand, collectively adding 68 new properties to the GHA DISCOVERY programme. New additions included Cheval Collection, Cinnamon Hotels & Resorts, Lore Group, Unike Hotels, Sunway Hotels & Resorts, Andronis Hotels, and Paramount Hotels. These brands have broadened the horizons for GHA DISCOVERY members, offering more choice across a diverse range of destinations such as the UK, Norway, the Netherlands, the US, Greece, Sri Lanka, The Maldives, Malaysia, and the UAE.   Further enhancing its appeal for global travellers in 2024, GHA entered a partnership with the leading curator of exceptional vacation rentals, Plum Guide, granting members access to a vetted portfolio of over 40,000 high-end vacation homes worldwide.   The exclusive partnership with world’s leading ultra-luxury cruise line, Regent Seven Seas Cruises, entered a new exciting phase in 2024, one year after their successful collaboration began, with the announcement of a range of three-day land programmes at iconic GHA properties in six different cities across Europe in 2025.   Chris Hartley, CEO of GHA, commented: “As we celebrated our 20^th anniversary in 2024, we reached a record $2.7 billion in total revenue, grew cross-brand revenue by 28% and welcomed seven new independent brands; these achievements reflect how far we’ve come in two decades, and in particular the exceptional value we generate to our hotel brands.”   Global travel accelerates again   International travel dominated GHA revenue in 2024, rising to 67% of the total, up from 60% in 2023. This surge highlights the accelerating pace of global travel, fuelled by key feeder markets such as the US, where 73% of member spend was on international stays. Destination-wise, Thailand had 93% of its revenue from international stays (up from 90%), Portugal at 87% (slightly down from 88%), and the Netherlands at 85% (up from 83%). Hong Kong, SAR and China recovered strongly, leaping into fifth position at 82%, overtaking the UAE, which secured sixth place with 76%.   US and UK travellers remain the top spenders   The US and UK once again claimed the top spots as the most important feeder markets, with GHA DISCOVERY members based in these countries generating a combined $367 million in international stay revenue – up sharply from $316 million in 2023. Germany retained third place with $83 million (up from $67 million), followed by Australia at $72 million (up from $56 million) and China at $66 million (up from $45 million).   Destination demand trends   Thailand retained its crown as the most popular destination in terms of international stay room revenue, driven by members based in the UK and US (each generating $11.8 million) and China ($10.6 million), while the UAE kept its second-place position, favoured by members from the UK ($22.4 million), Russia ($13.7 million) and Germany ($10 million). Singapore came in third, with travellers in China ($16.5 million) and Australia ($13.5 million) flocking to the destination, and Italy was the fourth most popular location, thanks to members based in the US ($28.4 million) and Germany ($4.7 million).   Direct booking channels dominate   GHA’s direct web and app booking platforms powered forward in 2024, with room revenue soaring 37% year-on-year, room nights up 35%, and bookings climbing 42%. Engaged members’ preference for GHA channels was clear, with average spend per booking 88% higher than other channels, up from 65% in 2023. This surge in direct bookings highlights the increasing trust and value members place in the loyalty relationship, and drives down the cost of sale for hotels.   As GHA enters its third decade, the alliance is poised for continued growth, driven by its commitment to innovation, expanding its global reach, and enriching the GHA DISCOVERY programme to meet the evolving needs of its members.   Chris Hartley, CEO of GHA, concluded: “GHA’s 20th anniversary year was its best yet. We’ve achieved exceptional growth across all performance indicators, setting a strong foundation for sustained success in 2025 and beyond.”

 

•  Japan and Thailand holiday favourites for second year running, followed by China, Australia, New Zealand and Italy
• Business travel makes a comeback (13% increase in planned business trips globally), led by travellers in China, Germany and Spain
• Asia and Europe dominate business and leisure travel plans for 2025
• Longest vacations planned by travellers in China, Thailand, and the UAE
• Relaxing and unwinding overtakes exploring new destinations as #1 travel motivation
• Friends and family recommendations remain the leading source of inspiration
• Loyalty platforms still the top tool for hotel search and booking

  Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has revealed its GHA DISCOVERY members’ top destinations and travel motivations for 2025.   For the second year running, Japan and Thailand rank as the most popular holiday destinations, while China climbs to third, overtaking Spain. Australia, New Zealand, and Italy tie for fourth, pushing out 2024 favourites Canada and Hawaii.   Leisure travel continues to dominate, with 99% of members surveyed planning holidays in 2025, while business travel is rebounding – 62% are planning work trips, with travellers based in China, Germany, and Spain leading the resurgence.   More than 93% of members are expecting to travel internationally for leisure next year, and 69% expect to do so for business, with business trips largely being within the region of residence, while leisure travel is expanding further, with Europe and Asia being the preferred regions for all source markets. Travellers plan to take six leisure trips on average (similar to 2024) and more than five business trips with an overnight stay in 2025 (a 13% increase year over year).   Travellers in China anticipate the most business trips (7 trips on average), followed by Germany (6 trips) and Spain (5). For leisure, China dominates again, with members based in this market planning the most stays (7), followed by those in Thailand and the United Arab Emirates with 6 trips planned.   Regional highlights   Asia: For business travel, 93% of Singaporean members plan international trips. Members in China and Australia focus on domestic business travel, while Australians also target Oceania and Indians the Middle East for work. Leisure travel shows similar patterns: 75% of Singaporeans plan overseas vacations, while Indians favour the Middle East. Japan is the top holiday destination for members in China, Australia, Thailand, and Singapore, while Japan-based members prefer Thailand and Indians are keen on Europe.   Europe: Travellers from Spain, Germany, and the UK favour Thailand and Japan as holiday destinations for the third year in a row. Renewed interest in Dubai, New York, and the Caribbean replaced last year’s choices of Spain and Italy. Business trips will stay within the region, followed by Asia, North America, and, to a lesser extent, the Middle East.   North America: US members are planning vacations domestically as well as across Europe  and the Caribbean, with familiar hotspots like Hawaii, Spain, and Italy still popular. While Japan remains on the list, its appeal has slightly declined since 2023. For business travel, domestic trips will dominate in 2025.   Middle East & North Africa: For UAE-based members, Thailand has surpassed Japan as the top holiday destination and Vietnam has emerged as one to watch for 2025. Intra-regional holidays within the Middle East are also expected to remain popular. On the business front, international travel will significantly outweigh domestic trips.   Motivations, inspirations and preferences:   Relaxation rules   Relaxing and unwinding is the leading reason for travel in 2025, with 72% of members prioritising it. This overtakes last year’s focus on exploring new destinations and cultures, which now ranks second at 62%, followed by escaping everyday life in third (46%). Family and foodie breaks, as well as city and cultural activities, remain popular, while most members plan to travel with a spouse or partner, mirroring 2024 trends.   Mixing the old with the new   Members aim to balance new destinations with revisiting old favourites. Those from India, China, and Spain are more inclined to travel somewhere new, while members in Germany, Singapore, and the UAE prefer a mix. In line with last year’s preferences, cities and beaches/tropical destinations dominate, more so than mountains and countryside.   Friends and family inspire   43% of members rely on recommendations from friends and family, whether through word of mouth or social feeds, which follows 2024’s trend. Travel magazines continue to influence 20% of members, maintaining their relevance from last year.   Loyalty platforms lead the way   Loyalty programme websites, apps, and social pages are now the top choice for travel research and booking across all regions, continuing the upward trend seen in 2023 and 2024. More than one-third (35%) of members turn to these platforms to search for hotels, while a striking 50% of travellers in China, India, and the UAE prefer booking through hotel loyalty programme websites or apps. Online travel agent (OTA) sites remain the second most popular source for research, echoing last year’s patterns.   When choosing where to stay, travellers prioritise the quality of accommodation, loyalty programme benefits, and the property’s location or neighbourhood, all above the price or hotel brand. This ranking is largely consistent across markets and even across loyalty tiers.   Upgrades and recognition rock   Room upgrades, early check-in, and late checkout retain their status as top perks for higher loyalty tiers especially in Japan (94%) and Germany (84%), while member rates and discounts remain the priority for lower tier members.   “2025 promises to be a year of exploration, with destinations like Japan, Thailand, UAE and Italy continuing to captivate our members, alongside new favourites like New Zealand, and Vietnam” said Kristi Gole, Executive Vice President of Strategy at GHA.   “As business travel continues its long recovery and longer leisure stays take centre stage, we’re seeing a clear shift towards blending work and relaxation. And with loyalty programmes increasingly influencing choice, we are in a prime position at GHA to help our members make the most of their travels across these sought-after destinations.”

 

• UK the number two international source market; customers spend £135 million on international stays in 2024
• Thailand, UAE (Dubai) and Japan emerge as most desired travel destinations for 2025
• Beach and tropical destinations are back, with UK travellers seeking relaxing experiences
• Sustainability matters with 61% of UK travellers preferring eco-conscious hotels
• 65% prioritise hotel quality over price and location

  Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has revealed key insights into the 2025 travel preferences of UK holidaymakers at a media event before this year’s Ultimate Luxury Travel Related Awards (ULTRAs) in London.   The survey, which drew insights from the 28 million members of the GHA DISCOVERY loyalty programme, including more than 1.5 million based in the UK, outlines the travel trends set to shape the industry in the coming year, reinforcing the UK’s status as a powerhouse in global travel.   UK-based members have spent an impressive £135 million (US$175 million) on international stays over the past 12 months (November 2023 – October 2024), positioning the UK as GHA DISCOVERY’s second-largest source market, behind the US.   Beyond international travel, UK members also contributed £19.3 million ($25 million) in domestic bookings to GHA’s 12 UK properties over the past 12 months.   Top destinations and travel preferences for 2025:  

• The top three countries visited by UK travellers in 2024 were the United Arab Emirates, Portugal and Thailand vs. the top three countries they are most excited about traveling to in 2025 being Thailand, UAE (specifically Dubai) and Japan.
• UK travellers plan to take six leisure trips on average and more than five business trips with an overnight stay in 2025.
• In terms of the regions they plan to travel to for leisure in 2025, Europe came out top (79%), followed by Asia (54%) and the Middle East (41%).
• Their preferred travel experiences are shifting back to beach and tropical destinations (79%) and city escapes (64%), with the desire to relax and unwind topping their reasons for travel (73%).
• Europe (39%) was also named as top region for business trips in 2025 followed by Asia (17%) and North America (14%).

  Luxury meets sustainability:  

• A key trend revealed by the survey is UK travellers’ growing demand for sustainable travel. More than 61% of survey respondents based in the UK indicated a preference or appreciation for hotels that prioritise sustainability, reflecting a broader global trend towards eco-conscious travel choices.
• Additionally, quality remains a decisive factor for UK holidaymakers, with 41% citing hotel quality as their top consideration (being the highest preference indicator among all member countries), surpassing price and location in importance. UK travellers are discerning, expecting more from their accommodation in terms of both luxury and environmental responsibility.

  Loyalty benefits drive engagement:  

• GHA DISCOVERY plays a pivotal role in UK travellers’ hotel choices, with loyalty programme ranking as the second most important factor when choosing a hotel, ahead of location, price, and hotel brand
• 41% of members value room upgrades and early check-in/late check-out as the most important benefits. 29% also seek exclusive member rates and discounted rooms when booking, followed by status recognition, and achieving or retaining elite status
• UK members’ preferred place to search for and book hotels is hotel loyalty programme websites or apps.

  GHA CEO Chris Hartley, alongside Dillip Rajakarier, Group CEO of Minor Hotels, David Taylor, CEO Lore Group and Robin Stangroom, MD The Set Collection, shared their insights on these trends, which were presented by Kristi Gole, GHA EVP Strategy, at the exclusive media event in London.   Chris Hartley, CEO of Global Hotel Alliance, commented: “UK travellers continue to set high standards for luxury travel, with a keen eye for both sustainability and quality. As a key source market for GHA DISCOVERY and our 800-plus properties worldwide, their appetite for exceptional travel experiences remains strong, and we look forward to seeing these trends materialise into another strong year of demand from UK travellers in 2025.”   The findings from the GHA 2025 Travel Trends Survey were unveiled in The Orangery at Kensington Palace in London, ahead of the ULTRAs awards ceremony. The annual event, a highlight in the luxury travel calendar, celebrates the best in hospitality and travel, as voted by GHA DISCOVERY members worldwide.

 

• Hotel revenues reach U$2 billion up 15% year-to-date, with room-nights up 16%
• Cross-brand revenues hit US$276 million, up 30%, and direct bookings soar 40%
• International stays dominate, contributing 66% of room revenue
• US, UK, Germany and Australia are top feeder markets for Q3, together delivering 26% of total international room revenue
• DISCOVERY Dollars (D$) redemptions double year-on-year

  UAE-headquartered Global Hotel Alliance, the world’s largest alliance of independent hotel brands with more than 800 properties in 100 countries, has reported an exceptionally strong Q3, with double-digit growth achieved across all performance metrics.   Continuing the growth story of the first half of the year, total hotel revenues rose 15% to reach US$689.0 million in Q3 with year-to-date revenues now at $2.0 billion. Q3 growth was fuelled by a 16% increase in room nights, combined with a small uptick in average rate.   One of the key drivers behind GHA’s ongoing success is its GHA DISCOVERY loyalty programme, which now boasts a membership of 28.3 million. In Q3 66.2% of member revenue was generated by international stays: the US, UK, Germany, Australia and China led as top feeder markets, together contributing 26% of total international room revenue.   Redemptions of GHA DISCOVERY’s rewards currency, DISCOVERY Dollars (D$), rocketed by an impressive 95% year-on-year in Q3. 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% to $100.7 million in Q3, bringing total cross-brand revenue for the year to $276.0 million. This reflects members’ growing engagement with the loyalty programme’s rich choice of over 40 independent hotel brands, which continue to gain in popularity.   Q3 highlights explored:   Spain hotels are on top: GHA’s hotel brand properties in Spain achieved the highest total room revenues across domestic and international stays in Q3, followed by those in Thailand, Italy, Singapore, and the UAE respectively. Thailand hotels led the international room revenue rankings, with 93% of the country’s room revenue in Q3 generated by international stays, totalling $34.7 million. Italy followed with $29.0 million, and Singapore with $25.4 million.   US members top revenue drivers: GHA DISCOVERY members based in the US delivered the most room revenue in Q3, 73% 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% of which was international.   Portugal a Q3 favourite: Looking at the most popular destinations for GHA DISCOVERY’s members over the summer months, Portugal came out on top, 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.   More hotels, more choice: GHA’s robust Q3 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 Global Hotel Alliance, commented: “Our Q3 2024 results highlight the strength of the alliance proposition and the growing engagement of our GHA DISCOVERY members. The double-digit revenue growth and the sharp rise in direct bookings and DISCOVERY Dollar redemptions show that our expanding global presence, our diverse choice of hotel brands and an innovative loyalty programme continue to appeal to international travellers. 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.”  

 

• Over 220 hotels, resorts and palaces in the Green Collection are committed to creating a more sustainable future to protect the people and the planet
• 15% increase in the Green Collection hotel portfolio compared to 2023
• US$1 donation to charitable causes for every Green Collection hotel booking made via GHA DISCOVERY channels until 30 April 2024

  Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, which this year celebrates its 20^th anniversary, has been helping consumers make conscious accommodation choices with Green Collection, a carefully curated portfolio of over 220 hotels, resorts and palaces in the GHA DISCOVERY loyalty programme that demonstrate commitment to protecting the planet and people.   “As we mark one year of success for this collection, launched in March 2023, we applaud all the hotels, resorts and palaces who have come together to make a difference. Not only was Green Collection designed to help consumers, it was also meant to help hotels start or continue their sustainable journey by working together, sharing success stories and best practices, and providing guidance on initiatives to undertake to expand the collective impact,” says Jelena Kezika, Senior Director of Strategy at GHA.   Aligned with the United Nations’ Sustainable Development Goals, each Green Collection property is committed to creating a more sustainable future by attaining at least one certification from 18 globally recognised organisations such as EarthCheck, Green Growth 2050, Green Globe, Green Key, FuturePlus and more. These are aligned with the Global Sustainable Tourism Council’s standards for sustainable travel and tourism, which guide the development of the hospitality industry for a more sustainable future, with each hotel certification assessing and targeting improvement in multiple areas, including effective sustainable planning, reduction of negative environmental impact, maximising social and economic benefits and protecting cultural heritage.   There has been a 15% increase in hotel qualification for Green Collection since its inception, with the recent addition of NH Collection Dubai The Palm, Avani+ Fares Maldives Resort and Pan Pacific London, to name a few. In 2023, there was also an 85% higher average spend per stay at Green Collection properties compared to other hotels in the programme, a signal that consumers are willing to spend more for properties that align with their values.   From leisure to business, urban to seaside, there is a Green Collection property available with sustainable practices to protect nature and benefit local communities where they operate. The collection is geographically diverse and is present in 44 countries and 121 destinations, spanning every region across 23 brands with hotels, resorts and palaces such as Djibouti Palace Kempinski Hotel, Corinthia Palace Hotel, Anantara Al Jabal Al Akhdar Resort and Capella Ubud. Each brand also implements best practice initiatives such as coral planting, mangrove clean-up or urban farming.   26 million of GHA DISCOVERY programme members can choose from over 220 international properties in the Green Collection, including newly joined brands like Lore Group and ASMALLWORLD.   In celebration of the first anniversary of Green Collection, GHA DISCOVERY will donate US$1 for every Green Collection stay booked through www.ghadiscovery.com or the GHA DISCOVERY mobile app for the month of April 2024 to the charities it supports as part of its Corporate Social Responsibility Programme, which includes programmes dedicated to Environmental Protection, Healthcare & Wellbeing, Children & Youth, and Animal Welfare.   The podcast series "Hotel Sustainability Stories #BeyondCOP28" will feature sustainability stories of participating Green Collection hotels, hosted by Radhika Arapally. In the inaugural episode, now on air, Jelena Kezika introduces Green Collection which is followed by 11 hotel specific episodes.   “We remain dedicated to doing our part to show the commitment toward a more sustainable future, from our corporate office in Dubai, UAE, to each of our Green Collection properties worldwide,” says Kezika.

  UAE-headquartered Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, celebrated its 20^th anniversary this week in Berlin at the International Hospitality Investment Forum (IHIF), where the then start-up was first announced in 2004.   GHA was the loyalty partner of the IHIF EMEA event, which welcomed over 2,500 attendees from around the globe, and GHA CEO Chris Hartley shared his insights on the power of partnerships on the main stage.   GHA was conceived along the airline alliance model, with the goal of helping independent hotel brands to compete with the major global players, and to become less dependent on high-cost third parties for distribution. The majority of the alliance’s 800 hotels are owner-operated and GHA gives them the tools, technology and marketing reach that are difficult to achieve alone.   “The hospitality industry has seen significant consolidation over the last two decades, making it costlier for the smaller players to maintain market share; nonetheless, many owners remain fiercely independent, and so collaboration with like-minded independent brands is a great way to remain competitive”, says GHA CEO Chris Hartley.   “We are majority-owned by two of our founder member brands Kempinski and Pan Pacific Hotels Group, plus Minor and Corinthia, and our primary goal has always been to drive incremental revenue and reduce costs for their hotels, rather than to maximize profit for the alliance.”   GHA now has 40 brands with 800 hotels in 100 countries and continues to grow. In Q1 alone, the alliance welcomed The Lore Group and Cheval Collection as its latest member brands, as well as launching a partnership with Plum Guide, offering rewards for stays at its 38,000 luxury vacation homes.   All GHA member brands and hotels share one loyalty platform – GHA DISCOVERY – which in 2023 delivered US$2.3 billion in total revenue and 10 million room nights from its 26 million members; and the unique, multi-brand loyalty program has won 120 awards for its programme innovation.   To commemorate two decades of success, the GHA team was joined by its shareholders, brand executives, and hundreds of industry guests back at the iconic Hotel Adlon Kempinski Berlin this Tuesday evening for a 20^th anniversary party, where it all began in 2004, dancing the night away to the legendary Boney M, who had performed at the same venue all those years ago.   Reflecting on the last two decades, Hartley concluded, “We are proud to celebrate 20 years of collaboration, and hope that we can continue to grow and help the independent hotel sector to thrive in an increasingly competitive marketplace.”

 

• 2023 revenue, room nights and total stays now all higher than 2019 year to date (YTD)
• Total revenue doubled YTD compared to 2022 and hits US$1.7 billion
• Q3 revenues up 41% versus Q3 2022, and room nights up 31%
• GHA DISCOVERY hits 25 million members in loyalty programme milestone
• Spain, Thailand and Italy deliver highest room revenue in 2023 YTD
• Cross-brand revenues pick up 55% to $79 million in Q3 compared to Q3 2022
• DISCOVERY Dollars (D$) redemptions rocket 90% compared to Q3 2022

  Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, with 800 hotels across 40 brands in 100 countries, is on track for a record year, with 2023 room revenues, room nights and total domestic and international stays year-to-date (YTD) all consistently higher than its previous best year, 2019.   Robust Q3 results are proving a major contributor to GHA’s 2023 gains, with hotel revenues 41% higher than in Q3 2022 and room nights up 31% year-on-year for Q3. The total revenue 2023 YTD has hit US$1.7 billion, which is 101% higher than in 2022 YTD.   With new GHA DISCOVERY enrolments surging 46% in Q3 versus Q3 2022, the award-winning programme reached a major milestone, with total membership topping the 25 million mark during the period.   “It’s been a remarkable year for GHA, with all key performance indicators peaking in Q3, buoyed by incredible summer demand in every key market where our hotel brands operate,” said GHA CEO Chris Hartley.   “This unbridled appetite for travel, combined with more than 21 new properties across 14 brands joining GHA since the start of the year, has made our loyalty programme even more compelling, spurring huge growth in GHA DISCOVERY membership to reach more than 25 million.   The top three countries driving 2023 room revenue gains YTD are Spain, Thailand and Italy, with Singapore and the UAE coming in a close fourth and fifth, reflecting the portfolio strength and popularity of GHA hotel brand properties in these markets.   Breaking it down by hotels generating the highest revenue from stays made by members of the GHA DISCOVERY loyalty programme in Q3: Sugar Beach, A Viceroy Resort in St. Lucia, topped the rankings, followed by two Singapore properties – PARKROYAL COLLECTION Pickering and PARKROYAL Collection Marina Bay, respectively. These two properties also ranked in the top three for total room night stays made by members in Q3, with the Marina Bay property ranking first and Pickering hotel taking the third slot. The Leela Ambience Gurugram Hotel & Residences, just outside of Delhi, India, was the second most popular property with GHA DISCOVERY members in terms of total room nights.   Q3 highlights also included a significant 90% increase in D$ rewards currency redemptions compared to Q3 2022.   With GHA DISCOVERY members empowered to earn D$ at one hotel and redeem them at any property or brand in the alliance, total cross-brand revenue reached $79 million in Q3, up 55% versus Q3 2022.   This builds on the $135 million total cross-brand revenue generated in H1 2023, with GHA on track to outperform its 2022 cross-brand total, which was already 25% ahead of the 2019 figure. GHA is currently forecasting to hit $280 million by year end.   “With D$1 equal to US$1, our rewards currency, which is flexible, transparent and easy to understand and use, puts more money into the pockets of GHA DISCOVERY members and delivers significant incremental revenue to our hotel brands,” said Hartley.   “We anticipate further spikes in redemptions before the end of the year as travel-hungry members use their D$ against winter vacations, topping them up with incremental spend to give Q4 a boost, bringing a record 2023 to a busy conclusion.