GHA Reports 44% Increase in Direct Booking Revenue in Third Quarter

October 7, 2026

DUBAI — Global Hotel Alliance said direct booking revenue from members of its GHA DISCOVERY loyalty program increased 44% in the third quarter, a metric the company said contributed to a lower cost of sale for hotels.

GHA, an alliance of independent hotel brands, said GHA DISCOVERY members generated $1.04 billion in total revenue during the quarter, up 27% from the same period in 2025. Room revenue increased 28% to $843 million, supported by a 33% increase in room nights and a 6% rise in average length of stay, according to the company.

The alliance also reported growth in cross-brand activity. Revenue from members staying across GHA’s portfolio of hotel brands increased 53% to $168 million during the quarter. GHA said redemptions of DISCOVERY Dollars, the program’s rewards currency, increased 58%.

Year to date, GHA said GHA DISCOVERY members have generated $2.8 billion in total revenue, a 21% increase over 2025. Revenue from cross-border stays reached $1.97 billion, reflecting continued strength in international demand.

The alliance added 36 properties during the quarter, including additions tied to PURO in Poland, The Marmara in Turkey, NH Hotels, Rotana, AVANI and other existing GHA brands. GHA said its portfolio now includes more than 1,000 hotels across more than 60 independent hotel brands.