Global Hotel Alliance adds four brands

DUBAI – One of the original soft brands for branded hotels, the Global Hotel Alliance (GHA), has added four regional brands to expand its footprint into new markets and grow into a collection of 40 brands with more than 800 hotels, resorts and palaces in 100 countries.

Unike Hotels in Norway, Sunway Hotels & Resorts in Malaysia, Andronis in Greece, and Paramount Hotels in the UAE add 32 properties and expands GHA’s loyalty program to 28 million members.

In just a few years, Unike Hotels has grown to a collection of 17 Scandinavian- hotels in locations across Norway, spanning from Bergen, through mountains and fjords at Leikanger Hotel and into the deep forests at Rømskog Spa, all the way down to Utsikten Hotel in southern Norway.

Sunway Hotels & Resorts, the hospitality division of Malaysian conglomerate Sunway Group, manages 11 hotels and resorts in-country and destinations such as Phnom Penh, Cambodia, and Hanoi, Vietnam. Sunway’s Malaysia properties are highlighted at three hotels in Sunway City Kuala Lumpur – Asia’s fully-integrated hospitality, entertainment, and MICE destination. Sunway also extends its presence to Penang, with a property located in the heart of UNESCO-listed George Town, as well as The Banjaran Hotsprings Retreat in Ipoh.

Greece’s Andronis boutique hotels are located on two popular islands in the Aegean Sea – Santorini and Paros. Properties range from the flagship Andronis Luxury Suites on Santorini, with 33 villas and suites perched on a cliff, and the Andronis Minois on Paros.

Paramount Hotels, Dubai, offers to signature properties in the Business Bay and Midtown.

“The integration of Unike Hotels, Sunway Hotels & Resorts, Andronis and Paramount Hotels into GHA DISCOVERY will also generate significant growth opportunities through the platform, enhancing cross-brand activity and revenue for all GHA hotel brands,” said GHA CEO Chris Hartley.

First launched in 2010, and reimagined in 2021, the GHA loyalty program now serves 28 million members worldwide, generating $2.3 billion in revenue and 10 million room nights (as of 2023).

Other recent milestones include the 2023 launch of Green Collection, empowering members to make conscious travel choice; new partnerships forged with ultra-luxury cruise line Regent Seven Seas Cruises in July 2023; and vacation rental platform Plum Guide in March this year.