Global Hotel Alliance (GHA) reported total revenue of US$1.04 billion for the third quarter of 2026, up 27% from 2025. Cross-brand revenue rose 53% to US$168 million. Revenue from direct bookings rose 44%, which lowers the cost of sale for hotels.
Total room revenue rose 28% to US$843 million. Room nights increased 33% and average length of stay rose 6%. Year-to-date revenue reached US$2.8 billion, up 21%. Revenue from cross-border stays totaled US$1.97 billion.
“Our performance for the first nine months of 2026 reflects the continued strength of the GHA alliance model,” said Chris Hartley, CEO, Global Hotel Alliance. “This growth has been driven by strong international leisure demand, increasing member engagement, and our brands capturing more value through cross-brand stays and direct bookings.”
International room nights rose 40%, generating US$589 million in room revenue. Domestic room revenue increased 19% to US$254 million.
New enrollments rose 17% to 1.3 million, bringing membership to 38 million. Redemptions of DISCOVERY Dollars (D$) rose 58%.
Spain recorded the highest total room revenue at US$73 million, up 33%. The U.K. followed at +28%, with the UAE (+75%), Thailand (+48%) and Italy (+18%) close behind. Among international destinations, Thailand ranked first, up 53%.
The U.S. remained the largest international feeder market, generating US$101 million in international room revenue, up 31% and 17% of total room revenue. The U.K. ranked second, followed by China, Australia and Germany.
GHA added 36 properties during the quarter, including PURO in Poland and The Marmara in Turkey, along with additions from NH Hotels, Rotana, AVANI and other brands.
“Looking ahead, we see strong foundations for continued momentum through the final quarter of the year. International travel demand remains remarkably resilient, while growing member engagement and the continued expansion of our portfolio are creating even more opportunities to connect travellers with exceptional independent hotel brands around the world,” concluded Hartley.
