Travel, Tourism & Hospitality
Rotana joins Global Hotel Alliance
Rotana, a prominent Middle Eastern hotel management firm, has joined the Global Hotel Alliance, the largest independent hotel brand alliance, with all properties set to join the program in early 2026.
Rotana, a leading hotel management company in the Middle East, has joined the Global Hotel Alliance (GHA), the largest alliance of independent hotel brands.
Rotana operates 36 hotels in the UAE, offering a range of hotels from beach resorts to premium business properties.
GHA DISCOVERY members will have access to 80 properties across the Middle East, North Africa, Eastern Europe, and Turkey.
GHA has started the integration, and all properties of Rotana's brands will be live in the programme in early 2026.
The partnership not only expands Rotana's global reach and visibility, with GHA DISCOVERY generating $2.7 billion in revenue and 11 million room nights in 2024.
It also offers an expanded range of loyalty benefits for current Rotana Rewards members, which will become Rotana DISCOVERY upon completion of the integration.
These benefits include DISCOVERY Dollars (D$), rewards from the first stay, VIP benefits, and Local Offers, which provide member-only access to hotel facilities.
Chris Hartley, CEO of Global Hotel Alliance, said: "Welcoming Rotana to GHA is a significant milestone, particularly in a region where the brand is the largest hotel operator. With Rotana commanding a growing presence across the Middle East, North Africa, Eastern Europe and Turkey, this partnership cements GHA DISCOVERY’s position as a top loyalty programme both regionally and globally, giving our members access to an even greater selection of properties and destinations. With Rotana joining, we will be close to 950 hotels, and we have high hopes to hit 1,000 hotels very soon.”
Rotana thus benefits from the GHA DISCOVERY’s cross-brand activity – where members move between alliance brands generated $370 million in incremental revenue last year.
Philip Barnes, CEO of Rotana, added: "At Rotana, we are committed to delivering exceptional hospitality experiences, and being part of GHA enables us to extend this promise to a global audience. GHA and Rotana share the same values – offering a guest-centric approach that gives travellers choice, flexibility, and meaningful rewards. With GHA DISCOVERY, we are enhancing the benefits available to our loyal guests while expanding our reach through a world-class alliance of independent hotel brands.” -TradeArabia News Service