Thailand Emerges as Top Destination for German and Russian Tourists While Chinese and Australians Flock to Singapore
Nikhil Prasad 
Hotel News: Global Hotel Alliance Loyalty Program Powers Travel Boom in Asia
The Global Hotel Alliance (GHA), the world’s largest collective of independent hotel brands, has released a powerful Q1 2025 performance report revealing impressive growth across all key areas—driven largely by its signature loyalty platform, GHA DISCOVERY. With more than 30 million members now part of this loyalty ecosystem, GHA is not only raking in revenue but also reshaping international travel patterns—especially in Asia.
Image Credit: Freepik
Among the standout findings is the continued dominance of Thailand as a preferred destination for international travelers, especially from Germany and Russia, while Singapore pulled in more visitors from China and Australia. This Hotel News report finds that these diverging preferences signal evolving travel trends shaped by cultural familiarity, accessibility, and brand affinity, all of which are being nurtured through GHA DISCOVERY’s rewards ecosystem.
Q1 2025 Results Point to Rising Demand and Strategic Shifts
The alliance’s hotel stay revenues reached US$746 million for the first quarter of 2025—a 15% increase over the same period in 2024. Room nights jumped by 12% year-on-year, while the average daily rate (ADR) saw a moderate rise of 3%. More importantly, cross-brand revenue—a key indicator of loyalty-driven engagement—rose by 11%, showing that guests are increasingly exploring hotel brands beyond their initial enrollment.
A total of 850,000 new members joined GHA DISCOVERY in just three months, marking an 8% increase in the loyalty program’s user base. The redemption of DISCOVERY Dollars (D$)—where D$1 equals US$1—surged by a stunning 60%, led by members from Spain, Germany, China, and Singapore. Redemption stays generated revenue that was on average 7.6 times the amount of rewards redeemed, showcasing how guests continue to spend heavily even when using loyalty points.
Chris Hartley, CEO of Global Hotel Alliance, emphasized that GHA DISCOVERY is proving to be a game-changing platform for hotel owners and travelers alike. “With strong international travel demand and members spending more, even when redeeming rewards, our hotel brands are capturing more revenue from the program at a lower cost of sale,” he noted.
Thailand and Singapore Take Center Stage in Asia’s Travel Rebound
One of the most significant insights from the Q1 report is the surge in international stays, which now make up 70% of total room revenue across GHA DISCOVERY member hotels. Asia is leading the rebound, with Thailand and the Maldives emerging as the top two countries for international hotel revenue. Thailand recorded 95% of its room revenue from international guests, second only to the Maldives at 100%.
Germany and Russia stood out as key source markets for Thailand-bound travelers, a nod to the kingdom’s enduring appeal thanks to its affordability, scenic beauty, and hospitality offerings. Meanwhile, Singapore was the destination of choice for Chinese and Australian travelers, highlighting the city-state’s strong positioning as a modern, cosmopolitan hub with robust travel connectivity.
The United States, United Kingdom, Australia, China, and Germany remained the top five global feeder markets, but growth momentum is shifting. China saw a 19% increase in outbound room revenue, followed by France (+15%) and Spain (+13%), outpacing traditional powerhouses like the US (+3%) and the UK (+10%).
https://www.globalhotelalliance.com/_files/ugd/6f53ab_0ecd8311b99c4f8ca54f97e979f49642.pdf
https://www.globalhotelalliance.com/press
Rotana Joins GHA Strengthening Reach in the Middle East
GHA’s portfolio also saw a major expansion in March 2025 with the inclusion of Rotana, a hospitality leader headquartered in the UAE. Rotana’s 80 hotels across the Middle East, North Africa, Eastern Europe, and Turkey will now be part of the GHA ecosystem, boosting the alliance’s regional footprint and strengthening its position in the UAE—already a favored destination among UK-based GHA DISCOVERY members.
Chris Hartley described the partnership as a pivotal moment: “We’re building on the momentum of a record 2024, continuing to grow our portfolio, and seeing strong returns from member engagement in our loyalty program.”
Loyalty Strategy Paying Off for Independent Hotel Brands
GHA’s loyalty-driven business model has allowed independent hotel brands to compete more effectively with global chains. By tapping into a robust loyalty system, brands are able to reduce reliance on third-party booking channels while maintaining autonomy and unique brand identity.
GHA DISCOVERY is proving to be a major revenue generator, having delivered US$2.7 billion and 11 million room nights in 2024 alone. The platform allows guests to earn and redeem rewards while accessing exclusive experiences, even without a hotel stay. For member brands, this means deeper customer engagement and stronger revenue per guest.
Thailand’s emergence as a preferred hotspot for travelers from Germany and Russia, paired with Singapore’s rising draw among Australians and Chinese, is reshaping Asia’s tourism landscape. With loyalty incentives driving longer stays and higher spending, the region’s hospitality sector is on a promising path to sustained growth.
Global Hotel Alliance’s powerful start to 2025 highlights the growing value of strategic loyalty programs in shaping travel trends. As international borders continue to open and travel demand strengthens, GHA’s focus on rewarding loyalty while offering destination variety is proving to be a winning formula for independent hotels worldwide.
For the latest Travel and Hotel News, keep on logging to Bangkok Hotel News.
