Global Hotel Alliance (GHA) reported a 28% year-on-year increase in total room revenue to US$843 million in the third quarter of 2026, supported by rising international travel demand, longer stays and increased engagement with its GHA DISCOVERY loyalty programme.
Room nights increased by 33%, while the average length of stay rose by 6%, reflecting continued demand across the alliance’s portfolio of independent hotel brands. For the first nine months of 2026, GHA generated US$2.8 billion in total revenue, up 21% compared with the same period in 2025. Revenue from international stays reached US$1.97 billion.
International travel remained a major growth driver during the quarter. International room nights increased by 40%, generating US$589 million in room revenue. Domestic room revenue also recorded growth, rising 19% to US$254 million.
Spain generated the highest total room revenue across GHA properties during Q3, reaching US$73 million, up 33% year-on-year. The United Kingdom recorded 28% growth, while the United Arab Emirates increased by 75%, Thailand by 48% and Italy by 18%.
Thailand led international-stay revenue growth, rising 53% compared with Q3 2025. Spain followed at 44%, the UK at 34%, Italy at 18% and Singapore at 12%.
The United States remained GHA’s largest international feeder market, generating US$101 million in international room revenue, an increase of 31% and equivalent to 17% of the total. The UK, China, Australia and Germany were the next-largest source markets.
Travel preferences varied by market. US members favoured destinations including Italy, the UK, Greece and the Netherlands, while UK travellers showed strong demand for Portugal, Spain and Italy. Australian members preferred Singapore, Fiji, Thailand and Indonesia, while Chinese travellers focused on Hong Kong SAR, Singapore, Thailand and the Maldives.
GHA DISCOVERY also expanded its membership base during the quarter. New enrolments rose 17% to 1.3 million, taking total membership to 38 million. Redemptions of DISCOVERY Dollars increased 58%, while cross-brand revenue rose 53% to US$168 million.
The alliance added 36 properties to its portfolio in Q3, including Polish hotel brand PURO and Turkey’s The Marmara Hotels, alongside additional properties from existing members such as NH Hotels, Rotana and Avani. GHA DISCOVERY operates across approximately 1,000 hotels and more than 60 independent hotel brands.
Chris Hartley, CEO of Global Hotel Alliance, attributed the performance to international leisure demand, stronger member engagement and increased revenue from cross-brand stays and direct bookings. He said the alliance was positioned for continued momentum through the final quarter of 2026, supported by resilient travel demand and portfolio expansion.
The results highlight the growing role of loyalty programmes, international travel and collaboration among independent hotel brands in driving revenue and strengthening competitiveness across the global hospitality sector.
