Global Hotel Alliance’s Green Collection More Than Doubles in Size, Reflecting Hotel Brands’ Commitment to Sustainable Hospitality

Dubai, UAE - Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has announced significant growth of its Green Collection. Since its launch in March 2023, the collection has expanded by 150%, growing from 189 hotels, resorts and palaces to 472. This rapid expansion underscores the increasing importance of sustainability in the hospitality industry.

Every Green Collection property has attained at least one certification from a globally recognised environmental organisation, with EarthCheck, Green Growth 2050, Green Key and Green Globe among the 20 leading certification bodies represented, and each requiring hotels to meet the highest international standards for sustainability initiatives and performance, with regular third-party audits conducted to retain certification. Achieving certification demonstrates a hotel’s long-term pledge to upholding these standards, with each Green Collection property being a pioneer of practices that preserve the natural environment and benefit local communities in the destinations where they operate.

The constant growth of the Green Collection is a powerful testament to the shared commitment among our brands to responsible travel. In just two years, the Collection has grown to represent more than half of our global portfolio, proving that sustainability is not only a priority but a defining pillar of hospitality today. While Green Collection was created to help conscious consumers make more informed choices, it also supports our hotels on their sustainability journeys - by working together, sharing best practices and success stories, and guiding one another on meaningful initiatives that expand our collective impact. I want to sincerely thank and congratulate our hotel brands for being true champions of sustainability and for driving positive impact in the communities they serve. Jelena Kezika, Senior Director Strategy at GHA

From city breaks to seaside escapes and business stays to leisure getaways, the collection is geographically diverse and is present in 60 countries and 260 destinations, spanning every region. In Europe, Green Collection properties account for 81% of GHA’s portfolio, followed by the Middle East with 58% and Africa at 46%. Spain leads the way, offering the highest number of Green Collection hotels (74), followed by Italy (57), Germany (54), and The Netherlands (35). This geographical spread highlights a strong commitment to sustainability across key European markets.

Further strengthening the Green Collection’s impact, three prestigious brands - Paramount Hotels, The Leela Palaces, Hotels and Resorts, and Lore Group - joined in 2024, introducing their first hotels to the collection. In total, 25 out of 45 GHA brands now offer properties that are part of the Green Collection.

Sustainability is proving to be a significant factor in guest preferences, as evidenced by a notable increase in key performance indicators. In 2024, the average length of stay at Green Collection hotels was 9% longer compared to other hotels in the alliance, while the average spend per stay was 26% higher. Additionally, total stays at Green Collection properties increased by 16% in 2024 compared to 2023, further demonstrating the growing appeal of eco-conscious accommodations. The hotels in Green Collection continue to be a cornerstone of GHA’s success, contributing 71% of the total revenue generated and 68% of the total nights stayed across the entire GHA hotel portfolio in 2024.

As travelers increasingly expect to see eco-friendly choices from their favourite hospitality and travel brands, Green Collection remains at the forefront of sustainable hospitality, demonstrating that luxury and environmental responsibility can go hand in hand, concluded Kezika.

In September 2023, GHA started its partnership with EarthCheck, the leading scientific benchmarking and certification group for sustainable travel and tourism. This collaboration is part of GHA’s commitment to achieving EarthCheck Certified status for its Dubai headquarters. To support this goal, GHA formed a dedicated Green Team, consisting of departmental champions, whose role is to drive the certification process and embed sustainability initiatives across the company.

This week, GHA is proud to share that its Dubai office has been EarthCheck certified, marking a significant milestone in its journey toward greater environmental and social responsibility. The milestone also comes at a meaningful moment, aligning with the second anniversary of the Green Collection and Donate D$ initiatives.

About GHA and GHA DISCOVERY

Global Hotel Alliance (GHA) is the world's largest alliance of independent hotel brands with 45 brands and 850 hotels in 100 countries.

Its award-winning loyalty programme—GHA DISCOVERY—provides 30 million members recognition, D$ rewards and exclusive experiences across its hotels and partners, both with and without a stay. GHA DISCOVERY generated US$2.7 billion in revenue and 11 million room nights in 2024.

Through membership in GHA, brands expand their global reach, drive incremental revenue and reduce dependence on third-party channels, all while maintaining management independence and individual positioning.

For more information, visit globalhotelalliance.com or ghadiscovery.com.