Leaders from top independent hotel brands highlight loyalty-driven resilience, US dominance, the rise of Asian markets, and European expansion at CEO meeting in Brussels
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Global Hotel Alliance- Positive outlook despite global uncertainty with strong Q1 results and continued momentum
- US top demand generator globally and particularly in Europe
- China and India are burgeoning outbound markets that GHA and hotel brands can tap into
- GHA brands generated 4.6mn room nights in Europe in 2024
- GHA DISCOVERY loyalty platform key to driving resilience, revenue, and repeat guests
Despite global economic and geopolitical uncertainty, executives from leading independent hotel brands are optimistic about the future of travel. Meeting in Brussels for the annual Global Hotel Alliance (GHA) CEO summit, more than 30 senior leaders representing 45 hotel brands reaffirmed their confidence in travel demand, particularly in luxury and upscale segments.
Held at the newly opened Corinthia Hotel Brussels, the gathering served as a platform to assess global travel trends and address industry challenges. According to GHA CEO Chris Hartley, the alliance’s strength lies in adaptability and its unified loyalty platform, GHA DISCOVERY, which continues to drive bookings, resilience, and guest loyalty across markets.
“We are operating in a volatile global environment, but the hospitality sector has shown an ability to adapt and stay agile,” said Hartley. “Travel demand is rising, and our loyalty platform positions our brands to capture this momentum.”
Positive Q1 Performance, Led by U.S. and Europe
Tourism showed significant growth in Q1 2025, with UN Tourism data revealing over 300 million global tourist arrivals—a 5% year-over-year increase and surpassing pre-pandemic levels by 3%. Europe recorded 125 million international arrivals, up 2%, with Spain (+9%), Turkey (+7%), and France (+6%) leading regional growth.
In 2024 alone, GHA’s 17 European hotel brands, comprising 363 properties, generated $1.1 billion in revenue from GHA DISCOVERY members. U.S. travelers were the largest source market globally, particularly in Europe, with American guests driving one-third of revenues for many alliance brands.
“The U.S. remains a key growth market,” said Simon Naudi, Group CEO of Corinthia Hotels. “But we are also focusing on Asia, where markets like India and China are showing tremendous outbound potential.”
Asia on the Rise: India and China Drive Growth
Asia’s travel rebound was highlighted as a key driver of future expansion. International arrivals to the region rose 12% in Q1 2025—more than any other region. Panelists cited a surge in demand from India and China’s growing middle class, with a shift toward premium and experiential travel.
“The China and India outbound markets are exploding,” said Choe Peng Sum, CEO of Pan Pacific Hotels Group. “Unless you know how to tap into these markets—especially the FIT (Free Independent Traveler) segment—you’ll miss out. That’s where our alliance gives us an edge.”
Loyalty Platform Powers Independent Growth
The GHA DISCOVERY loyalty program continues to serve as a growth engine, enabling independent brands to compete with global chains. The platform allows guests to earn and redeem Discovery Dollars (D$) across 850 properties worldwide.
“The alliance allows hotels to retain their unique DNA while benefiting from shared customer loyalty,” added Choe. “In Tokyo, 70% of bookings at our new property came through GHA DISCOVERY in just three months.”
Minor Hotels CEO Dillip Rajakarier emphasized the loyalty platform’s simplicity and broad appeal, noting that its value-driven rewards system keeps guests engaged and loyal.
Expansion Plans Signal Confidence
GHA brands remain in expansion mode across Europe and Asia. Corinthia has recently opened hotels in New York, Bucharest, and Brussels, with Rome set to follow. Kempinski continues to dominate the German luxury market and is growing in high-demand destinations such as the Middle East and the UK.
Minor Hotels, now the largest operator in Spain, is opening 30 new properties across Europe, while Pan Pacific is using its successful London flagship to spearhead further European growth.
“Whenever there’s uncertainty, there are opportunities,” said Barbara Muckermann, CEO of Kempinski Hotels. “We are not seeing a slowdown in travel—on the contrary, the next five years look very promising. China is a sleeping giant, and it’s waking up.”
Strong Outlook for 2025 and Beyond
UN Tourism projects international arrivals to grow by 3% to 5% in 2025. GHA is already outpacing this, with Q1 2025 revenue up 15% to $746 million following a record $2.7 billion in stay revenue during 2024. Minor Hotels also reported record performance in Q1 2025.
GHA’s portfolio is nearing 1,000 properties, with new members such as Cinnamon Hotels (Sri Lanka), Sunway Hotels (Malaysia), and Rotana (Middle East) joining the alliance in 2025.
“Independent brands want to remain unique, but they also want global reach—that’s what GHA offers,” said Hartley. “Our model is built for scale, simplicity, and performance, and it’s delivering consistent growth.”
About Global Hotel Alliance and GHA DISCOVERY
Global Hotel Alliance is the world’s largest alliance of independent hotel brands, with 45 brands and over 850 hotels in 100 countries. Its award-winning GHA DISCOVERY loyalty program provides 30 million members with recognition, exclusive experiences, and flexible rewards, generating $2.7 billion in revenue and 11 million room nights in 2024.
Source: GHA
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