Chris Hartley, CEO of Global Hotel Alliance, a position he has held for 20 years. |
shared platforms, insights and scale will be best positioned to compete and thrive.
HOTELS: What is GHA able to provide brands that allow them to compete on a higher level with the larger groups that may have higher marketing spend and distribution? Hartley: GHA helps independent hotel brands compete, expanding their global reach, driving incremental revenue and reducing dependence on third-party channels, all while maintaining management independence and individual positioning. By leveraging GHA’ s shared loyalty program, independent hotel brands can access new markets and customers they couldn’ t reach cost-effectively on their own. The GHA DISCOVERY program gives a brand’ s existing customers more reasons to book through direct channels by offering them loyalty recognition, benefits and rewards. By
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shifting distribution from costly OTAs( in some cases over 50 % of their business) to brand direct or GHA DISCOVERY channels, hotels save up to 15 % in commission, which flows straight to the bottom line for asset owners. Our brands all share the one GHA DISCOVERY loyalty program, with one tier structure and base set of hotel benefits underpinned by one D $ currency that can be earned and spent across all hotels. Member brands can also customize the program with their own marketing and benefit delivery to reflect their individuality.
HOTELS: Loyalty programs are a huge component of hotel companies’ overall strategy to expand their share of guest wallet. Do you see an increase in the importance of loyalty programs? Hartley: Our most recent research found that 87 % of respondents would choose a hotel that is part of a global loyalty program over a similar hotel that isn’ t. Loyalty programs have evolved from a recognition tool, into a powerful driver of customer choice: they influence both the choice of hotel and they influence the booking channel, delivering a double impact on profitability. A significant advantage of our program is its scale and customer appeal. GHA DISCOVERY encompasses 1,000 hotels, offering its 35 million members a broad choice spanning over 100 countries
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and an eclectic mix of upscale and luxury brands.
HOTELS: How has loyalty changed? What do guests really want in a program? Hartley: Loyalty has evolved from points-based systems to entire travel eco-systems, offering value along the entire customer journey. Even the most frequent travelers are only on the road perhaps 30-40 days a year, so how do you engage them during the remaining 330 or so days? Today, hotel loyalty programs have expanded to offer benefits when not traveling, as we are starting to do in restaurants. Credit card, retail and other affiliations ensure hotel loyalty programs enrich everyday life.
HOTELS: The U. S. remains a focus for growth. How is that coming along? Hartley: We continue to pursue every partnership opportunity that gives us access to the U. S. market. Despite our
The PARKROYAL COLLECTION Pickering, Singapore is renowned for its“ hotel-in-agarden” design.
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limited presence in the U. S., it’ s our number one international demand driver, generating $ 400 million in revenue in 2025.
HOTELS: GHA has a rich history with many storied brands as members. How does GHA use this heritage to not only promote brands but also expand the network? Hartley: Travelers are largely bored with the standard fare of the lookalike brands, and are seeking hotels with more stories to tell that are part of local culture or history, such as Kempinski, Corinthia, Pan Pacific, Lungarno, Leela, that are icons in their local markets. Rather than standardizing experiences, the alliance celebrates this diversity. This positioning not only enhances guest appeal but also attracts like-minded independent brands looking to retain their character while benefiting from global scale, supporting continued expansion of the alliance.
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May / June 2026 hotelsmag. com 57 |