Global Hotel Alliance at Berlin Hospitality Investment Forum

2 weeks ago
by Harry Johnson

UAE-based alliance of independent hotel brands worldwide, Global Hotel Alliance (GHA), marked its 20th anniversary this week in Berlin during the International Hospitality Investment Forum (IHIF), where the organization was initially introduced as a start-up back in 2004.

GHA was established based on the airline alliance concept, aiming to assist independent hotel brands in competing against the prominent global competitors and reducing reliance on expensive third-party distribution channels. The alliance consists mainly of 800 owner-operated hotels, providing them with essential tools, advanced technology, and extensive marketing opportunities that would be challenging to attain individually.

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