Skift Global Forum Video: Scaling Smarter in a Shifting Hospitality Landscape

This sponsored content was created in collaboration with a Skift partner.

How can an independent hotel compete with the marketing might of a Marriott or Hilton? According to Chris Hartley, CEO of Global Hotel Alliance (GHA), the answer lies in teaming up rather than going it alone. Hartley shared the stage with Dillip Rajakarier, CEO of Minor Hotels and Group CEO of Minor International, at this year’s Skift Global Forum 2025, where the two leaders discussed how GHA’s loyalty platform and Minor’s U.S. expansion strategy are helping their companies scale smarter in a volatile market.

Global Hotel Alliance is a network of 45 upscale and luxury independent hotel brands built around a collaborative loyalty model. The company operates a shared loyalty platform called GHA Discovery, which allows independent brands to compete with the marketing muscle of global chains by pooling customers into a shared database, driving direct bookings, and reducing reliance on online travel agencies. Instead of a traditional points system, GHA Discovery rewards members with instant, easy-to-use value where one Discovery Dollar equals one U.S. dollar, across various upscale and luxury brands.

Guests can earn and redeem rewards in real-time, while member hotels gain access to a global database of over 32 million travelers, plus the ability to market directly to high-value, repeat guests, all without the steep distribution costs associated with online travel agencies. The alliance expects to cross the 1,000-hotel mark by 2026.

“We turn over around $3 billion on the loyalty program, much of which is repeat business coming in at a 10% lower cost of sale for our hotels than if it goes through an online travel agent,” said Hartley.

That cost advantage is critical for GHA’s largely owner-operated membership, which Hartley said makes up roughly 70% of the alliance. “Moving just one customer to a direct channel will save an owner 10 to 15% in sales cost,” he said. “That goes straight through to the bottom line and gives a very compelling return-on-investment, typically about 17 times profit contribution on every dollar spent.”

While GHA focuses on loyalty and collaboration, Minor Hotels is expanding its physical footprint, starting with the world’s largest travel market. Rajakarier said the timing is right despite signs of softening U.S. demand.

“The U.S. is one of the largest markets in terms of global travel, especially for luxury and lifestyle experiences. This demand for experiential travel plays straight into our strengths,” he said.

According to Rajakarier, its first U.S. property, a NH Collection hotel in New York, is only the beginning.

“The U.S. is a great segue into global travel,” he said. “Over 15% of our guests that come from the U.S. stay at our hotels outside the U.S., so this is the right time for us to leverage the market and start to expand.”

Minor Hotels has been a member of GHA since 2007, and Rajakarier views the alliance as an ideal platform for brands like his that aim to scale while retaining their independence.

“Global Hotel Alliance’s DNA is all about choice, simplicity, and giving the customer the right experiences,” he said. “With larger brands, guests get locked into a single portfolio, but with GHA, travelers have the option of 45 different brands across 1,000 hotels, and the choice to travel within a like-minded ecosystem.”

As GHA grows, the company is selective about the brands it brings into the fold.

“We’re looking for authentic brands that bring local culture to the alliance and give customers richer choices, while giving us the scale to compete with the IHGs of the world,” Hartley said. Recent additions include Sri Lanka’s Cinnamon Hotels and the UK’s Cheval Collection, both high-end leisure brands with strong appeal to U.S. travelers.

Despite global economic headwinds, both leaders remain bullish about the outlook for luxury travel. “Yes, there’s uncertainty in the market, but travel numbers are strong,” Rajakarier said. “As long as brands offer the experiences people are seeking, whether that’s sea, sun and sand, or wellness, culture and memorable moments, loyalty will continue to play a big role in driving demand.”

Hartley also pointed to the resilience of upscale leisure travel. “We have some amazing hotels operating at the highest end of the market,” he said. “International leisure travel has shown itself to be more resilient than ever. The U.S. market grew 15% in international leisure demand this year for us despite everything that’s been happening.”

As GHA approaches its 1,000-hotel milestone and Minor Hotels plants its flag in the U.S., both executives see collaboration rather than consolidation as the smarter way to scale.

“We feel we’re in the right space with upscale and luxury and international travelers,” Hartley said. “There are more independent hotels out there that want to be part of a collaborative organization like us.”

For Rajakarier, the formula is simple: “It’s about choice and experience. If you give guests what they truly want, they’ll keep coming back, no matter what’s happening in the world.”

To find out more about Global Hotel Alliance, visit globalhotelalliance.com

This content was created collaboratively by Global Hotel Alliance and Skift’s branded content studio, SkiftX.