GHA now has 40 manufacturers with 800 resorts in 100 international locations and continues to develop.

DUBAI, UAE – UAE-headquartered World Resort Alliance (GHA) celebrated its twentieth anniversary this week in Berlin on the Worldwide Hospitality Funding Discussion board (IHIF), the place the then start-up was first introduced in 2004.

GHA was the loyalty associate of the IHIF EMEA occasion, which welcomed over 2,500 attendees from across the globe, and GHA CEO Chris Hartley shared his insights on the ability of partnerships on the primary stage.

GHA was conceived alongside the airline alliance mannequin, with the purpose of serving to unbiased resort manufacturers to compete with the foremost international gamers, and to turn out to be much less depending on high-cost third events for distribution. The vast majority of the alliance’s 800 resorts are owner-operated and GHA provides them the instruments, expertise and advertising attain which can be troublesome to attain alone.

Chris Hartley

GHA CEO Chris Hartley.

“The hospitality business has seen important consolidation during the last 20 years, making it costlier for the smaller gamers to keep up market share; nonetheless, many house owners stay fiercely unbiased, and so collaboration with like-minded unbiased manufacturers is an effective way to stay aggressive”, says GHA CEO Chris Hartley.

“We’re majority-owned by two of our founder member manufacturers Kempinski and Pan Pacific Resorts Group, plus Minor and Corinthia, and our main purpose has at all times been to drive incremental income and scale back prices for his or her resorts, slightly than to maximise revenue for the alliance.”

GHA now has 40 manufacturers with 800 resorts in 100 international locations and continues to develop. In Q1 alone, the alliance welcomed The Lore Group and Cheval Assortment as its newest member manufacturers, in addition to launching a partnership with Plum Information, providing rewards for stays at its 38,000 luxurious trip properties.

All GHA member manufacturers and resorts share one loyalty platform – GHA DISCOVERY – which in 2023 delivered US$2.3 billion in whole income and 10 million room nights from its 26 million members; and the distinctive, multi-brand loyalty program has received 120 awards for its programme innovation.

To commemorate 20 years of success, the GHA staff was joined by its shareholders, model executives, and lots of of business visitors again on the iconic Resort Adlon Kempinski Berlin this Tuesday night for a twentieth anniversary occasion, the place all of it started in 2004, dancing the evening away to the legendary Boney M, who had carried out on the identical venue all these years in the past.

Reflecting on the final 20 years, Hartley concluded, “We’re proud to rejoice 20 years of collaboration, and hope that we will proceed to develop and assist the unbiased resort sector to thrive in an more and more aggressive market.”

Theodore Koumelis

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Community; his tasks embody enterprise improvement and planning for TravelDailyNews long-term alternatives.


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