The Global Hotel Alliance (GHA) achieved significant performance growth in the first quarter of 2025, with total accommodation revenue reaching $746 million, a year-on-year increase of 15%. This growth is mainly due to the strong performance of its GHA Discovery membership loyalty program. The program currently has 30 million members worldwide, and its influence continues to expand in key indicators.

In the first quarter, GHA's 850 hotels saw a 12% increase in room nights and a 3% increase in average daily room rates (ADR). In addition, cross brand revenue increased by 11% when members used brands different from their registered location. Chris Hartley, CEO of Global Hotel Alliance, said: "These results indicate that GHA Discovery, as a powerful platform driving growth and customer loyalty, is continuing to evolve. We see that its impact on key indicators such as revenue, redemption, and cross brand interaction continues to deepen. With strong international travel demand and more consumption from members, our hotel brand can earn more revenue from the program at lower sales costs even when redeeming rewards