Global Hotel Alliance Partner Content

Hotel loyalty programs are evolving from points systems into commercial engines that influence booking behavior, guest spend, and brand choice. New data shows travelers want simplicity, relevance, and meaningful value, not complexity or novelty.

Global Hotel Alliance’s 2026 Travel Trends Survey shows travelers seeking meaning, identity, and restoration over excess. Brands that personalize, expand loyalty, and balance AI with human warmth will shape the next chapter of hospitality.

At Skift Global Forum 2025, Global Hotel Alliance and Minor Hotels showed how a shared loyalty platform and carefully targeted expansion can help independent brands scale smarter in an unpredictable market.

The definition of loyalty is being rewritten to focus less on points accumulation and more on customer experience. Global Hotel Alliance’s new report reveals that guests want programs that feel personal, not transactional.

India’s luxury hospitality boom presents huge global potential. In this talk, the CEOs of Global Hotel Alliance and The Leela Palaces explain why hotels must deliver hyper-personalized, immersive experiences and leverage strategic alliances to build lasting loyalty and cut costly dependence on OTAs.

Chris Hartley and Kristi Gole of Global Hotel Alliance took the stage at Skift Global Forum to discuss how collaborating with other independent hotels increases small brands’ access to customers, technology solutions, and loyalty benefits, all without sacrificing their individuality.

As Global Hotel Alliance celebrates its 20th anniversary, CEO Chris Hartley reflects on the journey of becoming the world’s largest collection of independent hotel brands, what makes the GHA model different, and how independent hotels can stay ahead in a competitive market.

Global Hotel Alliance’s new report reveals how independent hotel brands can meet the needs of today’s travelers by focusing on easy-to-understand loyalty programs that complement hotel quality and emphasize convenience and functional benefits.

In this video from Skift India Summit 2024, Chris Hartley of Global Hotel Alliance and Anuraag Bhatnagar of The Leela Palaces, Hotels and Resorts discuss the potential of the Indian travel market, the unique travel preferences of Indian travelers, and the importance of personalization and recognition in delivering exceptional guest experiences.

In this video from Skift Global Forum East 2023, Chris Hartley highlights GHA's record-breaking year, shedding light on the evolving landscape of the hospitality industry, especially in the context of loyalty programs and the diverse recovery patterns of global travel markets post-pandemic.