GHA keeps coming up

Up and Coming Program of the Year — Hotels, Europe & Africa · GHA Discovery

GHA Discovery wins Up and Coming Program of the Year.

Yes, the same GHA Discovery that won Program of the Year in Middle East & Asia Pacific.

That’s what makes regional Freddie voting fascinating.

A program can be established in one part of the world and still emerging in another.

GHA’s alliance of independent hotel brands gives Discovery a different footprint from the giant hotel companies.

Its strength depends upon where members travel and which brands they encounter.

Europe contains a particularly rich collection of independent and luxury hotel groups, making the alliance model increasingly relevant.

The Freddie result suggests European members are discovering Discovery.

Sorry.

Some puns are unavoidable.

The program’s trajectory remains one worth watching.

Although after winning Program of the Year elsewhere, “up and coming” may have a rather short shelf life.