Key points
- A global shift is redefining the hotel industry as independent and non-brand-name hotels surge ahead of major chains like Marriott, Hyatt, and Hilton.
- The group’s performance not only builds on a successful first half of the year but also positions summer 2025 as one of the most profitable seasons in recent memory.
- As we move into the final quarter, we expect to close the year with record-breaking member activity and revenue, setting the stage for an even stronger 2026.
International Hotel News: Independent Hotels Take the Spotlight
A global shift is redefining the hotel industry as independent and non-brand-name hotels surge ahead of major chains like Marriott, Hyatt, and Hilton. The Global Hotel Alliance (GHA), which represents the world’s largest collection of independent hotel brands, has reported an extraordinary third quarter for 2025. The group’s performance not only builds on a successful first half of the year but also positions summer 2025 as one of the most profitable seasons in recent memory.
Independent hotels are redefining global travel in 2025, attracting guests with authentic experiences and strong loyalty engagement.
Image Credit: Anantara Hotel Abu Dhabi
According to the latest data, GHA’s total hotel revenues for Q3 reached an impressive US$813 million—an 18% increase compared to the same period last year. Room revenue climbed by 19% to US$657 million, while the number of room nights sold jumped 19% year-on-year, with international travel driving most of the growth. This International Hotel News report highlights that this resurgence has been powered largely by travelers who value authenticity and personalized experiences, turning to smaller, character-rich properties over global corporate brands.
Consistent Growth Throughout the Year
The third-quarter success builds on GHA’s strong momentum from the first half of 2025, with total year-to-date revenues reaching US$2.3 billion, up from US$2 billion in 2024. These figures show that travelers are not only spending more but are also engaging deeply with independent hotels through the GHA DISCOVERY loyalty program, which has surpassed 32 million members worldwide.
Europe and Asia Fuel Global Travel Demand
International stays have been a major engine of this growth, accounting for 66% of total member room revenue in Q3 and 68% year-to-date. The most popular destinations among travelers were Spain, Italy, the UK, Singapore, and Thailand—each benefiting from strong international visitor numbers.
The top five feeder markets generating these stays came from the United States, United Kingdom, Australia, China, and Germany. The data reveals fascinating travel patterns: American travelers primarily flocked to the UK, followed by Italy, Greece, the Netherlands, Portugal, and Spain. British travelers, meanwhile, continued to favor Portugal and Spain while showing increasing interest in the UAE. German travelers explored the Netherlands, Spain, and Thailand, while Australians chased the sun in Singapore, Fiji, and Indonesia. Chinese travelers opted for nearby destinations such as Hong Kong, Singapore, and Thailand, reflecting a preference for short-haul travel with a touch of luxury.
The Anantara Hotel is gaining popularity globally
Image Credit: Anantara Hotel, Angkor, Cambodia
Loyalty Program Drives Stronger Engagement
The cornerstone of GHA’s success has been its loyalty initiative—GHA DISCOVERY—which saw new member sign-ups soar 38% compared to Q3 2024. By the end of the quarter, total membership reached 32 million. The program’s appeal lies in its unique flexibility and value, offering “DISCOVERY Dollars” (D$), where D$1 equals US$1 redeemable on stays, dining, and various other experiences. Redemptions of these D$ rewards increased by an impressive 39% year-on-year, showing growing confidence and satisfaction among members.
Cross-brand engagement—a key measure of loyalty diversification—rose sharply as well. Revenues generated when members stayed at different GHA brands other than where they initially enrolled grew 9% to US$109 million in Q3. Year-to-date, these cross-brand revenues hit US$306 million, representing an 11% increase compared to 2024. These results underline how independent hotels are successfully building a loyal customer base without relying on big-name affiliations.
Leadership Optimism and the Road Ahead
Chris Hartley, CEO of Global Hotel Alliance, expressed confidence in the alliance’s continued growth. “GHA’s strong third-quarter results prove the power of our alliance model and the ability of our loyalty program to generate incremental, mostly international demand,” he said. “We’re witnessing remarkable engagement from travelers who are exploring multiple brands and spending more confidently. As we move into the final quarter, we expect to close the year with record-breaking member activity and revenue, setting the stage for an even stronger 2026.”
The New Age of Authentic Hospitality
What makes this surge even more remarkable is that it signals a deeper transformation in traveler behavior. Modern guests—especially Millennials and Gen Z—are increasingly drawn to experiences that feel real, personal, and rooted in local culture. Independent hotels have capitalized on this desire by offering unique touches, boutique aesthetics, and immersive community experiences that big chains often struggle to replicate.
With the steady rise of programs like GHA DISCOVERY, independent hotels have not only achieved financial success but have also captured the hearts of travelers seeking something genuine. As 2025 draws to a close, the message is clear: travelers no longer equate quality solely with a brand name. The new era of hospitality belongs to hotels that offer individuality, authenticity, and meaningful connection.
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