The International Resort Alliance (GHA), the world’s largest alliance of impartial lodge manufacturers, delivered strong full-year 2025 monetary outcomes on the again of the corporate’s continued enlargement of its model community, elevated member engagement and rising demand throughout key markets, particularly for worldwide leisure journey.
Revealed on the 2026 Americas Lodging Funding Summit (ALIS) in Los Angeles this week (Jan 26), whole income generated by the GHA Discovery loyalty programme reached US$3.2 billion, a 21% enhance from the earlier document set in 2025.
Repeat keep income climbed 18% to US$1.8 billion, highlighting the rising engagement of loyal members, whereas cross-brand keep income surged by 15%, reaching US$424 million, pushed by members staying in a distinct model than the place they enrolled.
International Resort Alliance Chief Government Officer, Chris Hartley, stated the efficiency underscores the alliance’s power and resilience in a dynamic world hospitality panorama.
“2025 was a yr of strong progress for GHA, with luxurious and worldwide leisure journey remaining sturdy,” he stated.
“These outcomes mirror the attractiveness of a collaborative loyalty programme for impartial manufacturers and its capacity to drive incremental income streams, whereas encouraging channel shift to direct bookings and away from high-cost third events.
“We’re on monitor to achieve the 1,000-hotel milestone this yr, additional increasing GHA’s world presence and providing much more option to our members.”
Hartley stated in 2025, GHA welcomed eight new lodge manufacturers to its portfolio and, along with ongoing progress from current manufacturers, added 175 new properties to the GHA Discovery programme, nearly tripling 2024 progress numbers.
A major milestone, Hartley stated, was Rotana, one of many main lodge administration firms within the Center East, Africa, Japanese Europe, and Turkey, becoming a member of the alliance, including over 70 motels.
Different new lodge manufacturers embody Sunway, Lanson Place and SAii and he stated these manufacturers have enhanced GHA Discovery’s footprint in key leisure locations similar to Thailand and the UAE, whereas additionally broadening its attain throughout a extra numerous vary of places, together with China, Malaysia, the Philippines and Japanese Europe.
Worldwide stays contributed 67% of all income in 2025, with international locations receiving probably the most being Thailand (93% worldwide), Portugal (87%), the Netherlands (85%), Hong Kong, SAR (83%), UAE (77%) and Singapore (75%).
Thailand maintained its standing as the most well-liked vacation spot by room income from worldwide stays, pushed by members based mostly within the US (producing US$14 million) the UK (US$13.7 million) and Russia (US$10.1 million), whereas the UAE retained its runner-up spot, favoured by members from the UK (US$24.2 million), Russia (US$15.2 million) and Germany (US$9.5 million).
Singapore secured the third place, with travellers in China (US$17.6 million), Australia (US$13.7 million) and the UK (US$9.3 million) flocking to the vacation spot, and Spain was the fourth hottest location for worldwide friends, because of members based mostly within the UK (US$14.1 million), the US (US$13.9 million) and Germany (US$7 million).
Hartley stated GHA’s direct internet and app platforms recorded sturdy progress in 2025, with generated room income rising 26%, room nights up 30%, and bookings growing 29%.
He stated he’s anticipating the strong efficiency to proceed all through 2026.
“Trying forward, we see continued progress in worldwide demand, pushed by an rising youthful technology who inform us that they see journey as a core a part of their life-style; we’re witnessing accelerating momentum from rising markets similar to India and South East Asia; and we’re reassured that travellers stay remarkably resilient to geopolitical noise,” Hartley stated.
“Collectively, this underpins our optimism for sustained progress in demand and specifically one other sturdy yr for worldwide leisure journey in 2026.”
