Abu Dhabi-based Rotana will offer the 30 million members of the GHA DISCOVERY loyalty programme over 80 additional properties to choose from across six brands in the Middle East, North Africa, Eastern Europe & Türkiye

Rotana, a leading hotel management company in the UAE and one of the region’s largest hospitality operators, today announced a strategic partnership with Global Hotel Alliance (GHA), the world’s largest network of independent hotel brands. This landmark collaboration significantly expands Rotana's global reach, providing enhanced loyalty benefits to guests while boosting commercial strength.

With Rotana joining GHA, Rotana Rewards Select members will transition to the renowned GHA DISCOVERY loyalty programme, unlocking access to an extensive global portfolio of nearly 950 hotels across 100 countries. This move enhances the guest experience through substantial benefits such as earning and spending DISCOVERY Dollars (D$) - with D$1 equivalent to US$1 - at any GHA DISCOVERY property. Members will also enjoy immediate rewards from their first stay, alongside VIP privileges, including room upgrades, flexible check-in and check-out, exclusive services, complimentary Wi-Fi, and local offers, which grant member-only access to hotel facilities even without an overnight stay.

This partnership leverages GHA’s remarkable commercial scale. The alliance generated US$2.7 billion in revenue and drove 11 million room nights in 2024 alone. Cross-brand activity among GHA DISCOVERY members contributed US$370 million in additional revenue last year, highlighting this strategic alliance’s considerable value and revenue potential.

Philip Barnes, CEO of Rotana, stated: "At Rotana, we are committed to delivering exceptional hospitality experiences, and joining GHA enables us to extend our promise of 'Treasured Time' to a broader global audience. This partnership aligns perfectly with our ambition to expand globally, enhance our guest loyalty proposition, and provide our valued guests with enriched benefits and more rewarding experiences at an extensive range of global destinations."

Chris Hartley, CEO of Global Hotel Alliance, stated: "Welcoming Rotana to GHA represents a significant milestone, particularly in the UAE and throughout MENAT, where Rotana has established itself as a leader in hospitality. With Rotana's extensive presence, this partnership strengthens GHA DISCOVERY’s status as a premier loyalty programme both regionally and globally, providing our members with unmatched choice and enriching experiences. With Rotana now part of our alliance, we are approaching a crucial milestone of 1,000 hotels, further enhancing our programme's value and appeal."

Rotana currently operates 79 hotels throughout the Middle East, North Africa, Eastern Europe, and Türkiye (MENAT), welcoming over six million guests annually. The company's ambitious growth trajectory encompasses a strong pipeline of 7,381 keys across six distinctive brands, including 32 international properties and three upcoming hotels in the UAE.

The integration of Rotana properties into the GHA DISCOVERY programme is in progress and expected to be completed by the end of 2025.