GHA Adds 22 Luxury Hotels to Expanding Global Loyalty Program

Announced May 21, 2026, Global Hotel Alliance (GHA) has substantially expanded its loyalty program, GHA DISCOVERY. The alliance welcomes 22 new hotels and resorts, notably adding Almanac Hotels, Regal Hotels International, STORY Hotels & Resorts, and TemptingPlaces Collection to its portfolio. This strategic growth targets prominent destinations like Hong Kong, Barcelona, Vienna, and Prague, while also establishing new footholds in emerging markets such as Zagreb, Croatia, and Rabat, Morocco.

Almanac Hotels contributes a curated selection of boutique luxury properties. This family-owned brand emphasizes local culture and design, setting its hotels in prime European city centers. Travel And Tour World highlights their commitment to blending modern comforts with historical ambiance, offering localized culinary experiences and strong ties to neighborhood culture in Barcelona, Vienna, and Prague. These properties aim to appeal to travelers seeking authentic city stays over generic chain accommodations.

Regal Hotels International brings 11 new hotels to the alliance, significantly bolstering GHA’s presence in Hong Kong and its vicinity. Operating since 1979, Regal is among Asia's largest hospitality groups, offering over 6,800 rooms across brands like Regal, Regala, and iclub. Their diverse portfolio caters to various travel styles, from upscale luxury to accommodations for urban explorers and business travelers. This expansion is projected to enhance GHA’s visibility in Hong Kong, a critical aviation and tourism hub.

STORY Hotels & Resorts introduces upscale resorts and urban hotels throughout the Middle East, North Africa, and the Indian Ocean. These properties focus on luxury accommodation, wellness offerings, and immersive destination-centric experiences. A standout example cited by Travel And Tour World is their Seychelles resort at Beau Vallon Bay, known for its sustainability efforts, beachfront amenities, and cultural immersion. The brand also plays a role in GHA’s entry into markets like Rabat.

Our take: While GHA's expansion focuses on a broad range of properties, the emphasis on local experiences and boutique luxury through brands like Almanac and STORY Hotels & Resorts suggests a shift toward more experiential travel within the luxury segment. This move could appeal to discerning travelers who prioritize authenticity and unique local immersion over brand familiarity. The strategic entry into emerging markets like Rabat also indicates GHA's foresight in tapping into new growth areas beyond established luxury circuits.