Global Hotel Alliance Brand CEOs See Steady Growth in Travel Demand Despite Market Uncertainty

Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, convened in Brussels last week for its annual CEO meeting, bringing together leaders from across its portfolio of more than 45 hotel brands to explore the evolving landscape of global travel – and the outlook was unanimously optimistic. Hosted at the elegant new Corinthia Hotel Brussels, the event welcomed more than 30 CEOs and senior representatives from GHA hotel brands around the world to address shared challenges and opportunities impacting the hospitality industry.

Global Hotel Alliance Research Reveals Independent Loyalty Programmes are Gaining Ground as Travellers Favour Tangible Transparent Rewards Over Complex Points SystemsDubai, U.A.E., April 28th 2025 - Global Hotel Alliance Research Reveals Independent Loyalty Programmes are Gaining Ground as Travellers Favour Tangible Transparent Rewards Over Complex Points 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.

Global Hotel Alliance's Green Collection More Than Doubles in Size, Reflecting Hotel Brand's Commitment to Sustainable HospitalityDubai, U.A.E., April 18th 2025 - Global Hotel Alliance's Green Collection More Than Doubles in Size, Reflecting Hotel Brand's Commitment to Sustainable Hospitality

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.

Rotana Joins Global Hotel Alliance and creates One of the UAE's Largest Loyalty Footprints with Over 70 HotelsDubai, U.A.E., March 27th 2025 - Rotana Joins Global Hotel Alliance and creates One of the UAE's Largest Loyalty Footprints with Over 70 Hotels

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.

Global Hotel Alliance, The Leela and Minor Hotels Showcase India as a Thriving Hub for Luxury HospitalityDelhi, India, March 20th 2025 - Global Hotel Alliance, The Leela and Minor Hotels Showcase India as a Thriving Hub for Luxury Hospitality

As India’s luxury travel sector experiences unprecedented growth, Global Hotel Alliance and two of its hotel brands – The Leela Palaces, Hotels and Resorts and Minor Hotels – have reaffirmed their commitment to the market, unveiling new initiatives to elevate the country’s high-end hospitality landscape.

Adeera Joins Global Hotel Alliance, Connecting Global Travelers to the Heart of Saudi HospitalityRiyadh, Saudi Arabia, March 13th 2025 - Adeera Joins Global Hotel Alliance, Connecting Global Travelers to the Heart of Saudi Hospitality

The Hotel Management Company “Adeera”, a PIF company which is set to be Saudi Arabia’s national hospitality champion has joined Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands. Through participation in the award-winning GHA DISCOVERY loyalty program, Adeera will connect with a global network of international travelers, offering exclusive experiences and benefits under its brand portfolio in the Kingdom of Saudi Arabia. This partnership represents a significant step in Adeera’s mission to showcase the warmth and generosity of Saudi hospitality while expanding its international presence in the luxury travel market.

Global Hotel Alliance Concludes 20th Anniversary Year with Record-Breaking 2024 ResultsDubai, U.A.E., January 24th 2025 - Global Hotel Alliance Concludes 20th Anniversary Year with Record-Breaking 2024 Results

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.

Cinnamon Hotels & Resorts Joins Global Hotel Alliance with Idyllic Locations in Sri Lanka and The MaldivesDubai, U.A.E., January 7th 2025 - Cinnamon Hotels & Resorts Joins Global Hotel Alliance with Idyllic Locations in Sri Lanka and The Maldives

Cinnamon Hotels and Resorts, a leading hospitality brand renowned for its exceptional properties across Sri Lanka and the Maldives, has joined Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands.

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