Global Hotel Alliance Celebrates twentieth Anniversary at IHIF EMEA in Berlin Demonstrating Its Enduring Value for Independent Hotel Brands


Dubai, UAE – UAE-headquartered Global Hotel Alliance (GHA), the world’s largest alliance of unbiased resort manufacturers, celebrated its 20th anniversary this week in Berlin on the International Hospitality Investment Forum (IHIF), the place the then start-up was first introduced in 2004.

GHA was the loyalty accomplice of the IHIF EMEA occasion, which welcomed over 2,500 attendees from across the globe, and GHA CEO Chris Hartley shared his insights on the facility of partnerships on the primary stage.

GHA was conceived alongside the airline alliance mannequin, with the objective of serving to unbiased resort manufacturers to compete with the key international gamers, and to turn out to be much less depending on high-cost third events for distribution. The majority of the alliance’s 800 lodges are owner-operated and GHA provides them the instruments, expertise and advertising attain which can be tough to attain alone.

The hospitality trade has seen vital consolidation during the last twenty years, making it costlier for the smaller gamers to take care of market share; nonetheless, many house owners stay fiercely unbiased, and so collaboration with like-minded unbiased manufacturers is a good way to stay aggressive. 

We are majority-owned by two of our founder member manufacturers Kempinski and Pan Pacific Hotels Group, plus Minor and Corinthia, and our main objective has at all times been to drive incremental income and cut back prices for his or her lodges, fairly than to maximise revenue for the alliance. GHA CEO Chris Hartley

GHA now has 40 manufacturers with 800 lodges in 100 international locations and continues to develop. In Q1 alone, the alliance welcomed The Lore Group and Cheval Collection as its newest member manufacturers, in addition to launching a partnership with Plum Guide, providing rewards for stays at its 38,000 luxurious trip properties.

All GHA member manufacturers and lodges share one loyalty platform – GHA DISCOVERY – which in 2023 delivered US$2.3 billion in complete income and 10 million room nights from its 26 million members; and the distinctive, multi-brand loyalty program has gained 120 awards for its programme innovation.

To commemorate twenty years of success, the GHA crew was joined by its shareholders, model executives, and tons of of trade visitors again on the iconic Hotel Adlon Kempinski Berlin this Tuesday night for a 20th anniversary occasion, the place all of it started in 2004, dancing the night time away to the legendary Boney M, who had carried out on the similar venue all these years in the past.

Reflecting on the final twenty years, Hartley concluded, We are proud to rejoice 20 years of collaboration, and hope that we will proceed to develop and assist the unbiased resort sector to thrive in an more and more aggressive market.

Please discover extra pictures and the video of the occasion right here.

For extra info go to Global Hotel Alliance and GHA DISCOVERY.

GHA DISCOVERY is complimentary to affix, and travellers can join on-line or obtain the GHA DISCOVERY app and register on their cellphones. Travellers may join with GHA DISCOVERY on Instagram and Facebook.

About Global Hotel Alliance (GHA)

Global Hotel Alliance (GHA) brings collectively a various assortment of unbiased hospitality manufacturers with GHA DISCOVERY, a multi-brand loyalty programme leveraging a shared expertise platform. Through membership in GHA, manufacturers develop their international attain, drive incremental income, and cut back dependence on third-party channels, all whereas sustaining administration independence and particular person positioning. GHA represents a group of 40 manufacturers with greater than 800 lodges in 100 international locations. The award-winning GHA DISCOVERY programme serves 26 million members and generated $2.3 billion in income and 10 million room nights in 2023. GHA’s manufacturers at the moment embrace Anantara, Araiya, ASMALLWORLD, Avani, Bristoria, Capella, Corinthia, Divani, Doyle, Elewana, JA Resorts, Kempinski, Leela, Lore, Lungarno, Maqo, Marco Polo, Mysk, NH Collection, NH Hotels, nhow, Niccolo, Nikki Beach, NUO, Oaks, OUTRIGGER, Pan Pacific, PARKROYAL COLLECTION, PARKROYAL, Patina, The Residence by Cenizaro, The Set Collection, Shaza, Sukhothai, Sun International, Tivoli, Ultratravel Collection and Viceroy. For extra info, go to


Launched in 2010, GHA DISCOVERY is the world’s largest loyalty program for unbiased resort manufacturers, that includes greater than 800 lodges, resorts, and palaces throughout 40 manufacturers. Members take pleasure in VIP recognition, considerate advantages and beneficiant rewards at dwelling or away. GHA DISCOVERY members earn and spend DISCOVERY Dollars (D$), an unique rewards foreign money. They additionally take pleasure in member-only Experiences curated by every resort, plus they’ve entry to properties near dwelling, and not using a keep, by means of member-only Local Offers. For extra info, go to

Andrea Krenn
Global Hotel Alliance (GHA)


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