Global Hotel Alliance reported its full-year 2025 financial results, showing growth across revenue, membership and direct bookings. The alliance generated $3.2 billion in revenue through the GHA DISCOVERY loyalty program, representing a 21% increase compared with the previous year. Repeat-stay revenue reached $1.8 billion, up 18%, while cross-brand-stay revenue rose 15% to $424 million.
International travel accounted for most of the activity within the program. International stays generated 67% of total revenue. The countries with the highest share of international stays included Thailand, Portugal, the Netherlands, Hong Kong, SAR, the UAE and Singapore.
The US and UK were the leading outbound feeder markets. Members from these two countries generated a combined $432 million in room revenue from international stays, an increase of 18% compared with 2024. Germany ranked third with $92 million, followed by Australia and China.
Thailand remained the top destination by international room revenue, followed by the UAE, Singapore and Spain. Thailand’s performance was driven by travelers from the US, the UK and Russia. The UAE attracted most of its international revenue from the UK, Russia and Germany. Singapore received strong demand from China, Australia and the UK, while Spain’s international guests were mainly from the UK, the US and Germany.
Membership growth continued throughout the year. New enrollments rose 25% to 4 million and total GHA DISCOVERY membership exceeded 34 million. DISCOVERY Dollar redemptions increased 55% to D$31 million, with the highest activity recorded during the December holiday period.
In 2025, GHA added eight new hotel brands and 175 new properties to its network. Rotana joined the alliance with more than 70 hotels. Other new brands included Sunway, Lanson Place and SAii. These additions expanded GHA’s presence in destinations such as Thailand and the UAE and extended its footprint in China, Malaysia, the Philippines and Eastern Europe.
Direct digital channels also recorded growth. Room revenue through GHA’s web and app platforms increased 26%, room nights rose 30% and bookings grew 29%. More than 70% of direct bookings were for cross-brand stays. The average spend per member through these channels was 86% higher than that of other booking channels.
 “2025 was a year of solid growth for GHA, with luxury and international leisure travel remaining strong. These results reflect the attractiveness of a collaborative loyalty programme for independent brands and its ability to drive incremental revenue streams, while encouraging channel shift to direct bookings and away from high-cost third parties. We are on track to reach the 1,000 hotel milestone this year, further expanding GHA’s global presence and offering even more choice to our members,” Chris Hartley, CEO of GHA.
The company expects international demand to remain strong, supported by growth in emerging markets and continued engagement from younger travelers.
“Looking ahead, we see continued growth in international demand, driven by an emerging younger generation who tell us that they see travel as a core part of their lifestyle; we are witnessing accelerating momentum from emerging markets such as India and Southeast Asia; and we are reassured that travellers remain remarkably resilient to geopolitical noise. Together, this underpins our optimism for sustained growth in demand and, in particular, another strong year for international leisure travel in 2026,” added Hartley.