DUBAI, UAE, 16 July 2026: Global Hotel Alliance, an alliance of independent hotel brands, has announced double-digit growth across all key performance indicators in Q2, supporting positive momentum in H1 2026.
Total revenue reached USD858 million, representing an 11% increase in Q2 2026 compared to the same period last year. Total revenue in H1 from the alliance’s portfolio increased by 17% year-on-year to USD1.8 billion, reflecting sustained demand across all regions. This performance was underpinned by a 21% increase in room nights in Q2 and a 27% year-on-year increase in H1, highlighting increased guest loyalty and longer stays.
The power of the GHA Discovery loyalty programme was evident in Q2, with cross-brand revenue — generated by members booking stays at a GHA brand other than the one where they enrolled — surging 32% year-on-year to USD132 million. This cross-brand activity represents highly incremental revenue for hotel owners, proving the value of the alliance’s shared loyalty ecosystem.
This engagement was mirrored by a 41% year-on-year increase in total D$ redemptions in Q2, as members actively used their digital rewards currency to offset stay costs and experiential purchases.
Global revenue mix
International travel remained the primary engine of growth for GHA in Q2 2026, accounting for USD476 million in total room revenue, a 12% increase year-on-year, representing 68% of total room revenue. International room nights and stays both posted strong gains, rising 21% and 22%, respectively, as long-haul journeys were particularly popular. Domestic travel also showed robust momentum, with room revenue rising 16% to US$220 million.
Members’ favourite destinations
Destinations generating the most revenue from members’ international stays in the Q2 2026 rankings were as follows: Italy took the top spot (+21% compared to Q2 2025), followed by Spain (35%), Thailand (+22%), the Netherlands (+9%), and the United Kingdom (79%).
US and the UK are top feeder markets
The US remained the largest international feeder market for GHA in Q2, generating USD86 million and accounting for 18% of international room revenue. The UK was the second-largest source market, followed by China, Germany and Australia.
Distinct travel flows
US outbound travel was diverse, with particularly strong demand for the UK, Italy, the Netherlands, and Spain. UK travellers favoured European sun and culture, especially Spain and Portugal, alongside Italy, while Thailand dominated for their long-haul travel. German travellers preferred the Netherlands, Spain, Thailand, and Italy, while Australian members preferred Singapore, Indonesia, Thailand, and Fiji. Chinese travellers enjoyed trips to Singapore, Thailand, and Malaysia among their main international destinations.
Growing membership and portfolio
Looking ahead to the second half of the year, GHA is well-positioned to maintain its growth trajectory. The 36% year-on-year increase in new member enrolments during Q2 2026 ensures a rapidly expanding audience of highly engaged travellers who will continue to fuel the alliance’s performance.
GHA continued to strengthen its global footprint during the second quarter, adding 31 new properties and surpassing the 1,000-hotel milestone in the first half of 2026. This growth was supplemented by the addition of four new member brands: Almanack Hotels, Regal Hotels, STORY Hotels, and TemptingPlaces Collection.
(Source: GHA).
