Global Hotel Alliance (GHA) and its hotel brands accelerate responsible tourism initiatives in 2022


  • The Alliance highlights the sustainability initiatives led by its hotel brands
  • GHA and its hotel brands support Boodles Boxing Ball to raise funds for Hope and Homes for Children

Global Hotel Alliance (GHA) and its hotel brands are stepping up their responsible tourism efforts in 2022 with new initiatives. The largest alliance of independent hotel brands, bringing together more than 800 hotels from 40 brands in 100 countries, capitalizes on this position of influence to support projects that protect people and the planet.

This year, the alliance contributed for the second time to the Boodles Boxing Ball, a fundraising social event in support of various charities, which recently took place in London. Some of the most famous faces in London society such as actresses Millie Mackintosh and Sabrina Bartlett, models Roxy Horner and Amber Le Bon, reality TV star Binky Felstead, TV presenter Louise Roe, former footballer Gary Lineker and many others attended and watched the high-energy boxing fights.

The Boodles Boxing Ball has raised over $2.5 million over the past six events, this year’s contributions to Hope and Homes for Children, an international charity that works to keep families together , exceed $1.2 million. With some of its hotel brands and properties, including Sun International, Kempinski Hotels and Naladhu Private Island, GHA has formed exciting holiday lots for silent and live auctions that have raised over $75,000 for a good cause. The exclusive live auction price from Naladhu Private Island Maldives, a sister property of Anantara Hotels, Resorts & Spas, included a 5-night half-board stay in a fabulous, newly refurbished beach house with swimming pool, and has been completed by GHA elite DISCOVERY Titanium status, D$500, new digital rewards currency and business class flights, and raised an impressive $67,000.

“The responsible tourism movement, accelerated by the pandemic, challenges the hospitality industry to make meaningful changes. Consumers now expect their favorite brands to reshape the world in a sustainable way, trusting companies that demonstrate social and environmental awareness and avoiding those that don’t,” said Chris Hartley, CEO of GHA.

“As a brand trusted by 21 million travelers worldwide, we have a captive audience of sustainability-conscious consumers who turn to us to help them make responsible travel choices. We have therefore launched a strategy to meet this need, not only by offering stays in some of the most responsible hotels in the world, but by looking for innovative ways to help members contribute to sustainable projects, whether financially , through DISCOVERY Dollars (D$), or by taking part in the community and environmental programs of the destinations they visit,” he adds.

Collectively, GHA brands and hotels support multiple charitable initiatives around the world, including programs dedicated to children’s education, health and social well-being, environmental protection and to animal welfare.

Projects under the Children and Youth Program theme include the Children’s Hospital Foundation in Queensland, Australia, which helps sick children and their families and conducts research into childhood illnesses, supported by Oaks Hotels, Resorts and Suites ; the Kailash Satyarthi Children’s Foundation, a leader in child care and development, supported by The Leela Palaces, Hotels and Resorts; the Kianh Foundation, a charity registered in the UK and Vietnam that has worked with children with disabilities in and around Hoi An since 2000, supported by Avani Hotels & Resorts; and the Gift of Happiness Foundation, dedicated to helping underprivileged children in Bangkok, supported by The Sukhothai Hotels & Resorts.

Under the theme of animal welfare, initiatives include the Golden Triangle Asian Elephant Foundation, supported by Anantara Hotels, Resorts & Spas. This renowned foundation provides world-class welfare to elephants in their own dedicated forest in northern Thailand, sponsors projects that help provide and improve elephant welfare, and implements the conservation of wild elephants, scientific research and education throughout Southeast Asia.

The theme of environmental protection encompasses some pioneering projects, with Outrigger Resorts supporting the Polynesian Voyaging Society, a non-profit organization that continues the art and science of traditional Polynesian travel and the spirit of exploration through practical educational programs; the Land & Life Foundation in Kenya, educating communities to protect local wildlife and harness its tourism potential in a sustainable way, supported by Elewana Collection; and Tivoli Hotels and Resorts supporting the Fundação Projeto Tamar, a private non-profit pioneering marine conservation in Brazil.

“These are just a few examples of how GHA and its hotel brands are making a difference, contributing to a better future for all, and where sustainable practices are the norm,” said Hartley.

“Our future initiatives will not only include the rollout of more pioneering projects supported by our hotel brands, but will seek to engage travelers across multiple touchpoints, encouraging them to donate $D to initiatives under the philanthropic themes that affect them the most. We are committed to ensuring that GHA remains a preferred global brand, trusted not only because of the high quality products and services we offer, but more importantly the responsible approach we take to providing them.

For more information, visit Global Hotel Alliance and GHA DISCOVERY

Membership of GHA DISCOVERY is free and travelers can register online or download the GHA DISCOVERY app. Travelers can also connect with the program on Instagram and Facebook.

About Global Hotel Alliance (GHA)

Global Hotel Alliance (GHA) brings together a unique collection of independent hotel brands with GHA DISCOVERY, a multi-brand loyalty program built on a shared technology platform. By joining GHA, brands expand their global reach, generate additional revenue and reduce reliance on third-party channels, while maintaining management independence and individual positioning. GHA represents a collection of 40 brands with more than 800 hotels in 100 countries serving 21 million members. The award-winning GHA DISCOVERY program generates approximately $2 billion in revenue and over eight million room nights annually. GHA brands currently include Anantara, Araiya, Avani, Campbell Gray, Capella, Corinthia, Discovery Destinations, Divani, Doyle, Elewana, Fauchon, GLO, JA Resorts, Kempinski, Leela, Lungarno, Marco Polo, Mysk, NH Hotels, NH Collection, nhow, Niccolo, Nikki Beach, NUO, Oaks, Outrigger, Pan Pacific, PARKROYAL COLLECTION, PARKROYAL, Patina, The Residence by Cenizaro, Shaza, Sukhothai, Sun International, Tivoli, Ultratravel Collection and Viceroy. For more information, visit globalhotelalliance.com.

About GHA DISCOVERY

Launched in 2010, GHA DISCOVERY is the world’s largest loyalty program for independent hotel brands, with more than 800 hotels, resorts and palaces across 40 brands. Members enjoy VIP recognition, thoughtful perks and generous rewards at home or away. GHA DISCOVERY members earn and spend DISCOVERY dollars (D$) and they also enjoy members-only experiences hosted by each hotel, and they have access to properties near them, without stays, thanks to local reserved offers to members.

Andrea Krenn
Global Hotel Alliance (GHA)

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