Total room revenue rose 28% year on year to US$843 million. Meanwhile, room nights increased by 33%, while average length of stay grew by 6%.
For the first nine months of 2026, GHA generated US$2.8 billion in total revenue. That represented growth of 21% compared with the same period in 2025. Cross-border stays accounted for US$1.97 billion of the total.
Loyalty membership reaches 38 million
Engagement with GHA DISCOVERY continued to grow during the quarter. New member enrolments increased by 17% to 1.3 million, bringing total membership to 38 million.
At the same time, redemptions of DISCOVERY Dollars (D$) increased by 58%. Members can earn and redeem the rewards currency across all 1,000 hotels in the network.
Cross-brand revenue also rose sharply. It increased by 53% to US$168 million as members increasingly stayed across the alliance’s portfolio of more than 60 independent hotel brands.
Direct booking revenue climbed 44%. As a result, member hotels generated more business through lower-cost distribution channels.
Chris Hartley, CEO, Global Hotel Alliance, said:
“Our performance for the first nine months of 2026 reflects the continued strength of the GHA alliance model. This growth has been driven by strong international leisure demand, increasing member engagement, and our brands capturing more value through cross-brand stays and direct bookings,” said Chris Hartley, CEO, Global Hotel Alliance.
International travel remains the main growth driver
International demand made the largest contribution to Q3 growth. International room nights increased by 40% and generated US$589 million in room revenue.
Domestic business also remained positive. Domestic room revenue rose 19% to US$254 million.
The figures highlight the balance between international and domestic demand across the Global Hotel Alliance portfolio. However, cross-border travel remained the stronger growth engine during the quarter.
Spain leads Q3 stay destinations
Spain recorded the highest total room revenue across domestic and international stays. GHA properties in the country generated US$73 million, up 33% compared with Q3 2025.
The UK ranked second, with room revenue increasing by 28%. The UAE followed with growth of 75%, while Thailand rose 48% and Italy increased 18%.
Among international destinations alone, Thailand ranked first, with revenue up 53% year on year. Spain followed with growth of 44%, ahead of Italy at 18%, the UK at 34% and Singapore at 12%.
The United States remained the largest international feeder market. US travellers generated US$101 million in international room revenue, up 31% from Q3 2025.
The US accounted for 17% of international room revenue. The UK ranked second among feeder markets, followed by China, Australia and Germany.
Travel patterns vary across major source markets
US-based GHA DISCOVERY members showed the widest range of international travel choices. Demand was particularly strong for Italy, the UK, Greece and the Netherlands.
UK travellers favoured nearby European leisure markets, especially Portugal, Spain and Italy. Australian members focused more heavily on regional destinations, including Singapore, Fiji, Thailand and Indonesia.
Chinese travellers also concentrated on regional trips. Hong Kong SAR, Singapore, Thailand and the Maldives were among their leading international destinations.
German members, meanwhile, favoured short-haul European markets. The Netherlands, Spain and Italy were among the most popular choices.
Alliance adds 36 hotels during the quarter
The alliance expanded its portfolio by 36 properties during Q3. Growth included the addition of homegrown brands PURO in Poland and The Marmara in Turkey.
Further hotels also joined through existing brands including NH Hotels, Rotana and AVANI.
Hartley added:
“Looking ahead, we see strong foundations for continued momentum through the final quarter of the year. International travel demand remains remarkably resilient, while growing member engagement and the continued expansion of our portfolio are creating even more opportunities to connect travellers with exceptional independent hotel brands around the world,” concluded Hartley.
With membership at 38 million and Q3 revenue above US$1 billion, Global Hotel Alliance enters the final quarter with continued growth in international demand, direct bookings and cross-brand stays.
