Global Hotel Alliance (GHA) has reported growth across key performance indicators in the first quarter of 2026, supported by continued activity within its Discovery loyalty programme.
Total hotel revenue reached US$921 million, a 24 per cent increase compared with 1Q2025. Room revenue rose to US$738 million, up 27 per cent year on year, while total room nights increased by 34 per cent.
Cross-brand revenue, reflecting members staying across multiple brands, grew by 40 per cent to US$135 million. Membership also expanded, with enrolments up 36 per cent, bringing total Discovery membership to 35 million.
Use of Discovery Dollars (D$) increased by 30 per cent compared with the same period last year. Members redeeming D$ spent around six times more in cash during those stays and 4.5 times more annually than non-redeemers.
International stays accounted for 69 per cent of total member room revenue. The US, the UK, Germany, China and Russia were the top feeder markets for international stays, generating US$202 million, or 41 per cent of international stay revenue.
Thailand, Spain, Singapore and Italy were the leading destinations for member stays. The UAE recorded strong performance in January and February, with softer trends observed in March.
The US, the UK, Germany and China remained the largest source markets, with additional growth from the UAE, India and Singapore.
Travel patterns varied by origin, with members from the US and the UK favouring Europe, European members travelling longhaul, and travellers from Australia and Asia focusing on South-east Asia.
“We saw particularly strong performance in key Middle Eastern destinations at the start of the quarter, with some moderation later on as regional conditions evolved. Our globally diversified footprint continues to provide resilience, allowing us to balance shifts in demand across markets,” said Chris Hartley, CEO of GHA.
“These results reflect the continued evolution of GHA Discovery as a powerful platform for driving revenue growth and deeper member engagement,” he added.
