Wednesday, July 17, 2024 Based in the UAE, the Global Hotel Alliance (GHA) has unveiled impressive growth figures for the second quarter, setting a promising trajectory for the remainder of the year. This period highlighted significant advancements across crucial metrics including hotel income, overnight bookings, and both new sign-ups and the usage of rewards in the GHA DISCOVERY loyalty program. The second quarter witnessed a remarkable 13.
4% increase in booked nights, contributing to a half-year growth of 17.3% over the previous year. Concurrently, revenue from room bookings rose by 10% compared to the same period in 2023.
A significant portion of this growth is attributed to international bookings, which drove the majority of the room revenues, totaling $1.3 billion in the first half of the year. Notably, the Maldives, Thailand, and Portugal were leading destinations, with considerable contributions from international travel by GHA DISCOVERY members.
The largest volumes of international bookings originated from the UK and the US, with US members alone generating $110 million in room revenue, predominantly from abroad. The UAE emerged as the top international destination for GHA DISCOVERY members, followed by Italy, the UK, and Russia as the primary markets driving demand. Moreover, the GHA DISCOVERY program saw a substantial increase in membership, with enrollments up by 19.
5%, reaching over 27 million by mid-year. The use of the program’s digital currency, DISCOVERY Dollars (D$), soared by 85% in redemption in Q2, indicating a robust engagement. The alliance also experienced significant cross-brand revenue growth, with a 31% increase to $176 million in the first half of 2024.
Direct bookings through GHA’s platforms grew by 40% over the previous year, with spending per member on these direct channels being 57% higher than on other booking platforms. These metrics not only reflect GHA’s solid performance in enhancing revenue but also illustrate the successful integration of the GHA DISCOVERY loyalty program across different properties, fostering increased member engagement and spending. “Our stellar H1 numbers reflect the huge demand for leisure travel and the strength of our expanding portfolio.
We are now entering a phase of sustained growth, buoyed by our unique multi-brand loyalty programme that continues to diversify its offering of new hotels and destinations,” said GHA CEO Chris Hartley. “This performance also demonstrates the value we bring to our hotel brands and the strong engagement of our loyal members. We look forward to building on this momentum as we move into the second half of the year with July and August already looking very strong.
” As the Global Hotel Alliance (GHA) commemorates its 20th anniversary, the substantial achievements of Q2 and H1 highlight a significant year for the organization. Since its inception in 2004, GHA has evolved dramatically to encompass 40 distinct brands across a global network of over 800 hotels, resorts, and palaces in 100 countries. The GHA DISCOVERY loyalty program, which debuted in 2010, boasts 27 million members who collectively contributed $2.
3 billion in revenue and accounted for 10 million room nights in 2023. This milestone anniversary not only celebrates two decades of growth and success but also underscores the sustained impact and reach of GHA in the hospitality industry..
