The UAE ranks among the top 5 countries with the highest room revenue in the year-to-date for 2023. Credit: Talaj via Shutterstock.

The Global Hotel Alliance (GHA), a worldwide group of independent hotel brands, has announced that it is on track for a record year in 2023.

The company, headquartered in the United Arab Emirates (UAE), has seen significant growth in room revenues, room nights and total domestic and international stays in the year-to-date (YTD) [reported in October 2023].

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 These figures have consistently outperformed 2019, their previous best year.

One of the major contributors to GHA’s success in 2023 has been its robust performance in the third quarter (Q3) of 2023. Hotel revenues for Q3 were 41% higher than the same period in 2022, and Q3 room nights increased by 31% year-on-year.

The total revenue for 2023 YTD has reached $1.7bn, a remarkable 101% higher than the previous year.

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GHA’s loyalty programme, GHA DISCOVERY, has also reached a significant milestone in 2023. New enrolments in the programme surged by 46% in Q3 compared to the same period in 2022, bringing the total membership to over 25 million during that period.

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GHA CEO Chris Hartley noted that the strong performance was driven by high demand for travel and the addition of 21 new properties to the alliance in 2023.

Top revenue-generating countries and hotels

The top three countries driving room revenue gains for GHA in 2023 YTD are Spain, Thailand and Italy, with Singapore and the UAE closely following.

Among the hotels generating the highest revenue from GHA DISCOVERY loyalty programme members in Q3, Sugar Beach, a Viceroy resort in St Lucia, ranked first, followed by two Singapore properties: PARKROYAL COLLECTION Pickering and PARKROYAL COLLECTION Marina Bay.

The Leela Ambience Gurugram Hotel & Residences in India was the second most popular property in terms of total room nights among GHA DISCOVERY members.

Redemption of D$ rewards currency

Q3 also saw a significant 90% increase in rewards currency redemptions known as “DISCOVERY dollars” (D$) compared to the same period in 2022. GHA DISCOVERY members can earn D$ at one hotel and redeem them at any property or brand in the alliance, leading to a total cross-brand revenue of $79m in Q3, a 55% increase compared to the previous year.

GHA is anticipating further growth in redemptions towards the end of 2023 as members use their D$ for winter vacations. This is expected to boost Q4, ultimately leading to a record year in 2023.

GHA is currently forecasting $280m in cross-brand revenue by the end of 2023. Chris Hartley describes this rewards currency as designed to benefit both members and hotel brands, providing flexibility and transparency.