Global Hotel Alliance (GHA) has reported strong commercial and loyalty growth for the third quarter of 2026, with total revenue rising 27% year-on-year to US$1.04 billion.

The performance was supported by stronger room demand, international travel and increased engagement with the GHA DISCOVERY loyalty programme. Total room revenue increased 28% to US$843 million, while room nights grew 33% and average length of stay increased by 6%.

For the first nine months of 2026, GHA generated US$2.8 billion in total revenue, representing a 21% increase compared with the same period in 2025. Revenue from cross-border stays reached US$1.97 billion, highlighting the continued contribution of international travel to the alliance's performance.

Cross-Brand Stays Drive Loyalty Growth

GHA DISCOVERY continued to see strong member engagement during the quarter. New enrolments increased 17% to 1.3 million in Q3, taking total membership to 38 million.

Redemptions of DISCOVERY Dollars (D$) increased 58% during the quarter. The loyalty currency can be earned and redeemed across GHA's portfolio of approximately 1,000 hotels.

The increased use of D$ also contributed to higher cross-brand activity. Cross-brand revenue rose 53% to US$168 million, indicating greater movement of members between the alliance's more than 60 independent hotel brands.

Direct bookings also recorded strong growth, increasing 44%, supporting hotels in generating revenue through their own booking channels and reducing reliance on higher-cost distribution channels.

Commenting on the results, Chris Hartley, CEO, Global Hotel Alliance, said the performance reflected continued international leisure demand, stronger member engagement and increased value from cross-brand stays and direct bookings.

International Travel Remains Key Growth Driver

International travel remained the strongest contributor to GHA's Q3 performance. International room nights increased 40%, generating US$589 million in room revenue.

Domestic travel also recorded growth, with domestic room revenue increasing 19% to US$254 million, giving the alliance growth across both international and domestic segments.

At the destination level, Spain generated the highest total room revenue among GHA destinations at US$73 million, up 33% year-on-year. The UK followed with a 28% increase, while the UAE recorded particularly strong growth of 75%.

Thailand and Italy also recorded growth of 48% and 18%, respectively.

Among international destinations, Thailand ranked first for room revenue, increasing 53% compared with Q3 2025, followed by Spain, Italy, the UK and Singapore.

US Remains Largest International Feeder Market

The United States continued to be GHA's largest international feeder market, generating US$101 million in international room revenue, up 31% year-on-year and accounting for 17% of total room revenue.

The UK ranked second, followed by China, Australia and Germany.

Travel patterns varied across markets. US members showed strong demand for Italy, the UK, Greece and the Netherlands, while UK travellers favoured Portugal, Spain and Italy.

Australian members continued to focus largely on regional destinations including Singapore, Fiji, Thailand and Indonesia. Chinese travellers showed strong demand for Hong Kong SAR, Singapore, Thailand and the Maldives, while German travellers favoured nearby European destinations.

GHA Adds 36 Hotels

GHA continued to expand its global portfolio during the quarter, adding 36 new properties.

Expansion included new homegrown brands such as PURO in Poland and The Marmara in Turkey, along with additional properties from existing GHA brands including NH Hotels, Rotana and AVANI.

The continued expansion increases the range of destinations available to GHA DISCOVERY members while providing participating hotel brands with access to a wider international loyalty network.

Looking ahead, Hartley said international travel demand remains resilient and that continued portfolio expansion and member engagement provide a foundation for further growth through the final quarter of 2026.