The annual conference of the Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, convened at the newly opened Corinthia Brussels, bringing together over 30 CEOs to discuss pressing challenges and opportunities in the hospitality sector.
Against a backdrop of geopolitical tensions, overtourism protests, and fierce competition from industry giants like Marriott and Hilton, the conference highlighted strategies for independent brands to thrive. Here are the key takeaways from this pivotal gathering.
- The conference acknowledged the impact of geopolitical turmoil, yet panellists remained confident in the resilience of travel demand. Hartley noted that global uncertainties have not significantly deterred travellers, with intra-European and international demand supporting a positive outlook for 2025. The Middle East, particularly Dubai and Abu Dhabi, continues to see strong tourism growth, with arrivals up 9pc and 26pc respectively year-over-year. Asia-Pacific markets are also rebounding, with international arrivals expected to surpass pre-pandemic levels by 2.6pc this year.
- Overtourism emerged as a critical topic, with CEOs addressing protests in popular European destinations. GHA’s Green Collection, which has grown by 150pc since March 2023 to include 472 properties, was highlighted as a key initiative. Hotels with sustainability certifications attract 10-20pc more bookings, underscoring the importance of eco-conscious practices in mitigating overtourism’s impact while appealing to environmentally aware travellers.
- GHA CEO Chris Hartley opened the conference with an optimistic outlook, reporting a stellar 2024 performance with US$2.7bn in revenue and 11m room nights. For the first quarter of 2025, the alliance saw a 15pc revenue increase and a 12pc rise in room nights, with projections to hit US$3bn in revenue this year. Despite geopolitical challenges, including conflicts in the Middle East and Ukraine, and tariff wars, Hartley forecasted global tourism growth of 3-5pc over the next 12 months, driven by rising international arrivals.
- The conference underscored the competitive challenge posed by major chains like Marriott, Hilton, and IHG. GHA’s loyalty programme, GHA DISCOVERY, with over 30m members, was hailed as a cornerstone for independent brands. Hartley described the industry as entering26 entering a period of consolidation around major loyalty programmes, positioning GHA DISCOVERY as the leading platform for independents. “The challenge is customer acquisition costs relative to big brands,” Hartley said. “Our collaborative platform allows brands to maintain their unique DNA while leveraging a global loyalty network.” Choe Peng Sum, CEO of Pan Pacific Hotels Group, cited their Tokyo property’s 70pc occupancy within three months of opening in 2023, with 80pc of bookings via GHA, as evidence of the programme’s strength.
- A recurring theme was the ability of independent hotels to compete without losing their distinct identity. Unlike the “cookie-cutter” models of larger chains, GHA’s model allows brands like Kempinski and Minor Hotels to retain their regional character while benefiting from shared technology and loyalty infrastructure. This balance enables them to offer personalised experiences that resonate with travellers seeking unique stays, a trend reinforced by GHA’s research showing 53pc of members prefer its programme for its clarity and meaningful rewards.
- GHA announced plans to expand its portfolio to 1,000 hotels, with a focus on strengthening its presence in North America, India, Japan, and Southeast Asia. The recent addition of Rotana and NH Hotel Group has bolstered its global footprint, now spanning 850 properties across 45 brands in over 100 countries. A planned co-branded Mastercard aims to further enhance loyalty opportunities, reducing reliance on costly third-party booking platforms.
- The 2025 GHA conference redefined the alliance’s strategic vision: empowering independent hotels to compete with global giants by leveraging a robust loyalty programme, sustainable practices, and a commitment to preserving brand individuality. As the hospitality landscape evolves, GHA’s collaborative model offers a blueprint for independents to thrive in a challenging global market.
