The Global Hotel Alliance (GHA), a leading force in the hospitality industry, has made a significant move to expand its diverse portfolio by welcoming four prestigious regional hotel brands. This strategic expansion brings a wave of exciting new options for GHA DISCOVERY loyalty program members seeking unique and unforgettable travel experiences.
A Diverse Collection of Experiences
Joining GHA’s impressive network are:
*
Unike Hotels (Norway):
This collection of 17 distinctive properties across Norway embodies the country’s natural beauty and warm hospitality. From the bustling city of Bergen to the tranquil fjords of Leikanger and the deep forests of Rømskog Spa, each Unike hotel offers a unique glimpse into the heart of Norway. For those seeking breathtaking views and high-end amenities, Utsikten Hotel in southern Norway is a must-visit.*
Sunway Hotels & Resorts (Malaysia):
With 11 prestigious hotels and resorts, primarily located in Malaysia and expanding into Cambodia and Vietnam, Sunway offers GHA DISCOVERY members a wide range of experiences. Highlights include the three hotels in Sunway City Kuala Lumpur, a premier destination for hospitality, entertainment, and MICE (Meetings, Incentives, Conferences, and Exhibitions). The luxurious Sunway Resort Hotel, favored by families and business travelers alike, stands out with its five-star offerings. In Ipoh, the Banjaran Hotsprings Retreat, nestled amidst lush rainforests, limestone hills, and natural hot springs, is a sanctuary for wellness retreats and dream weddings.*
Andronis (Greece):
This collection of exquisite boutique hotels on the iconic islands of Santorini and Paros brings the unparalleled beauty of the Aegean Sea to GHA. Known for luxury and elegance, Andronis properties are synonymous with romantic getaways and wellness-focused escapes. The flagship Andronis Luxury Suites on Santorini, with its breathtaking views of the Aegean Sea, offers just 33 suites and villas. The hotel’s restaurant has earned accolades from National Geographic for its remarkable location and culinary offerings. Andronis Minois on Paros, catering to families and travelers of all ages, provides transformative stays that blend luxury with local heritage.*
Paramount Hotels (UAE):
Based in Dubai, Paramount Hotels brings a touch of Hollywood glamour to GHA’s already diverse portfolio. With two signature properties in the heart of Dubai’s Business Bay district, Paramount Hotels offers cinematic experiences through its luxurious, film-inspired design. Paramount Hotel Dubai exudes timeless elegance with themed suites and world-class dining options that transport guests into the world of Hollywood’s Golden Age. Paramount Hotel Midtown, also located in Business Bay, is an artistic retreat with a focus on wellness, creativity, and breathtaking views of Dubai’s skyline. This chic property with a rooftop infinity pool is perfect for leisure and business travelers.
A Strategic Growth Opportunity
The integration of these four regional hotel brands not only expands GHA’s offerings for its 28 million DISCOVERY members but also represents a strategic growth opportunity for the entire alliance. As GHA CEO Chris Hartley notes, “The addition of these four regional independent hotel brands provides our members with even greater choices for unique destination experiences. Each brand brings its own distinct character, appealing to the growing traveler appetite for enriching stays in upscale and luxury properties, whether for culture and heritage, wellness and relaxation, or family fun and connection.”
A Legacy of Growth and Innovation
This expansion comes at a time when GHA celebrates its 20th anniversary, marking two decades of growth and innovation in the hospitality industry. Since its inception in 2004, GHA has grown into a collection of 40 brands with over 800 hotels, resorts, and palaces spread across 100 countries. The GHA DISCOVERY loyalty program, launched in 2010 and reimagined in 2021, serves millions of travelers worldwide, generating $2.3 billion in revenue and 10 million room nights annually.
A Vision for the Future
GHA’s commitment to offering sustainable and diverse travel options is evident in recent milestones, including the launch of the Green Collection in 2023 and partnerships with luxury cruise line Regent Seven Seas Cruises and vacation rental platform Plum Guide. As travelers continue to seek enriching and personalized experiences, GHA’s portfolio expansion ensures that its DISCOVERY members will have even more choices in top global destinations. This strategic growth underscores GHA’s vision of creating a vast, interconnected network of independent hotels that cater to the diverse needs of modern travelers. Whether guests are looking for remote getaways, cultural city breaks, or cinematic luxury experiences, the expanded GHA portfolio promises to deliver unforgettable memories.
