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World Hotel Alliance Celebrates 20th Anniversary at IHIF EMEA in Berlin Demonstrating Its Enduring Worth for Self reliant Hotel Brands

Dubai, UAE – UAE-headquartered World Hotel Alliance (GHA), the sector’s biggest alliance of self sustaining hotel brands, critical its 20th anniversary this week in Berlin at the World Hospitality Funding Dialogue board (IHIF), the assign the then initiate-up used to be first presented in 2004.

GHA used to be the loyalty companion of the IHIF EMEA occasion, which welcomed over 2,500 attendees from world wide, and GHA CEO Chris Hartley shared his insights on the energy of partnerships on the first stage.

GHA used to be conceived alongside the airline alliance mannequin, with the aim of helping self sustaining hotel brands to compete with the fundamental world avid gamers, and to develop into much less dependent on excessive-cost third parties for distribution. The wide majority of the alliance’s 800 motels are owner-operated and GHA gives them the instruments, abilities and marketing and marketing reach which would be advanced to device by myself.

The hospitality alternate has requisite consolidation over the closing twenty years, making it dearer for the smaller avid gamers to care for market portion; on the opposite hand, many owners remain fiercely self sustaining, and so collaboration with cherish-minded self sustaining brands is a colossal approach to reside competitive.

We’re majority-owned by two of our founder member brands Kempinski and Pan Pacific Hotels Community, plus Minor and Corinthia, and our indispensable aim has repeatedly been to pressure incremental income and gash back charges for his or her motels, comparatively than to maximise profit for the alliance. GHA CEO Chris Hartley

GHA now has 40 brands with 800 motels in 100 international locations and continues to develop. In Q1 by myself, the alliance welcomed The Lore Community and Cheval Sequence as its most unusual member brands, apart from launching a partnership with Plum Recordsdata, offering rewards for stays at its 38,000 luxury vacation homes.

All GHA member brands and motels portion one loyalty platform – GHA DISCOVERY – which in 2023 delivered US$2.3 billion in total income and 10 million room nights from its 26 million participants; and the strange, multi-trace loyalty program has obtained 120 awards for its programme innovation.

To commemorate twenty years of success, the GHA team used to be joined by its shareholders, trace executives, and hundreds of alternate company lend a hand at the iconic Hotel Adlon Kempinski Berlin this Tuesday evening for a 20th anniversary celebration, the assign all of it started in 2004, dancing the evening away to the legendary Boney M, who had performed at the identical venue all those years ago.

Reflecting on the closing twenty years, Hartley concluded, We’re proud to contain fun Twenty years of collaboration, and hope that we can proceed to develop and succor the self sustaining hotel sector to thrive in an increasingly more competitive marketplace.

Please web more photos and the video of the occasion here.

For more recordsdata test with World Hotel Alliance and GHA DISCOVERY.

GHA DISCOVERY is complimentary to be part of, and travellers can signal in online or download the GHA DISCOVERY app and register on their cell phones. Travellers can additionally connect with GHA DISCOVERY on Instagram and Facebook.

About World Hotel Alliance (GHA)

World Hotel Alliance (GHA) brings together a various assortment of self sustaining hospitality brands with GHA DISCOVERY, a multi-trace loyalty programme leveraging a shared abilities platform. By technique of membership in GHA, brands expand their world reach, pressure incremental income, and gash back dependence on third-celebration channels, all while putting forward management independence and particular person positioning. GHA represents a assortment of 40 brands with bigger than 800 motels in 100 international locations. The award-winning GHA DISCOVERY programme serves 26 million participants and generated $2.3 billion in income and 10 million room nights in 2023. GHA’s brands currently consist of Anantara, Araiya, ASMALLWORLD, Avani, Bristoria, Capella, Corinthia, Divani, Doyle, Elewana, JA Accommodations, Kempinski, Leela, Lore, Lungarno, Maqo, Marco Polo, Mysk, NH Sequence, NH Hotels, nhow, Niccolo, Nikki Sea inch, NUO, Oaks, OUTRIGGER, Pan Pacific, PARKROYAL COLLECTION, PARKROYAL, Patina, The Space by Cenizaro, The Stammer Sequence, Shaza, Sukhothai, Sun World, Tivoli, Ultratravel Sequence and Viceroy. For more recordsdata, test with


Launched in 2010, GHA DISCOVERY is the sector’s biggest loyalty program for self sustaining hotel brands, featuring bigger than 800 motels, motels, and palaces across 40 brands. Members trip VIP recognition, considerate advantages and generous rewards at dwelling or away. GHA DISCOVERY participants device and exercise DISCOVERY Bucks (D$), an strange rewards currency. They additionally trip member-only Experiences curated by every hotel, plus they’ve entry to properties shut to dwelling, and not utilizing a care for, through member-only Native Affords. For more recordsdata, test with

Andrea Krenn
World Hotel Alliance (GHA)

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