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Dubai’s Global Hotel Alliance Sees Upside From Asia’s Reopening

3 months ago

United Arab Emirates-headquartered Global Hotel Alliance has seen a strong post-pandemic travel rebound from its Asian properties, as well as a shift in travel behaviors.

Its hotels in Phuket and Bangkok, Thailand, reported growth in revenue of 535 percent and 345 percent respectively for the first nine months of this year, compared to the same period in 2021.

Total revenue generated by the 22 million members of its GHA Discovery loyalty program reached $900 million for the period, up 68 percent on 2021, and reaching 84 percent of pre-pandemic levels on a like- for-like basis.

August was also the alliance’s second strongest-performing month in its history.

The umbrella organization for independent hospitality brands was also boosted by improved performances across Europe. Earlier this year Madrid-headquartered NH Group joined Global Hotel Alliance, bringing with it over 350 hotels and 10 million loyalty program members

London experienced growth of 300 percent.

More than 60 percent of GHA Discovery revenues came from international stays, with this proportion growing strongly over the summer months. The highest-spending international travelers came from the U.S. ($76 million), UK ($71m) and Germany ($60m).

The average length of stays across all markets globally increased further in the third quarter of 2022 versus the same period in 2021. Europe, for example, has a 64 percent increase. The average was 20 percent.

Business travel has fared less well. The average daily rate for corporate transactions went up by 27 percent In the first half of the year, compared to the 2021 first quarter, but international business travel lagged at 60 percent in the first half of 2022, but the company said it was expecting that figure to increase in the second half. However, Domestic business travel has recovered to 90 percent of 2019 levels.

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