UAE-headquartered Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has launched its Green Collection, bringing under one umbrella nearly 200 hotels, resorts and palaces operated by GHA hotel brands that are demonstrating their commitment to protecting people and the planet.
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 15 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.
“Across GHA’s 800 properties from 40 brands, located in 100 countries around the globe, there are some world-class examples of practices and initiatives with a positive environmental and social impact, and we are incredibly proud of these efforts, which we celebrate with the launch of Green Collection,” said GHA CEO Chris Hartley.
The Green Collection’s launch is timely given the UAE, where GHA is based, has declared 2023 the ‘Year of Sustainability’, honouring the country’s deep-rooted values of sustainability and the legacy of its founder, the late Sheikh Zayed bin Sultan Al Nahyan.
Yousuf Lootah, Acting CEO Corporate Strategy and Performance, Dubai Department of Economy and Tourism, commented: “We welcome the launch of Global Hotel Alliance’s Green Collection as it perfectly aligns with Dubai’s sustainable tourism strategy, further highlighting the importance of responsible travel in a rapidly evolving global tourism landscape. It is also a testament to the commitment of our stakeholders and partners to roll out innovative initiatives that will further strengthen the destination proposition with a focus on driving sustainable growth. As we continuously strive to achieve the goals set by our visionary leadership to consolidate Dubai’s status as one of the top three global cities, our Department of Economy and Tourism is playing a pivotal role in formulating industry standards, including the Sustainability Requirements set for the hospitality sector with the ultimate goal of achieving a greener environment for Dubai. Through this novel Green Collection concept, GHA is also demonstrating that sustainability can go hand in hand with business success by encouraging more efficient business behaviours, processes and practices. We look forward to continuing to work together, and collectively as an industry, to promote eco-tourism and further reinforce Dubai’s position as a leading sustainable destination.”
To mark the launch of Green Collection, which coincided with the International Day of Forests (21st March), a tree planting ceremony took place at JA The Resort. Following the planting of indigenous ghaf trees, staged in cooperation with sustainability solutions provider Goumbook, guests were treated to a tour of the hotel’s pioneering facilities, including its water-bottling plant, waste repurposing solution and bio garden.
William-Harley Fleming, Vice President of Operations for JA The Resort and Indian Ocean, said: “JA Resorts & Hotels prides itself on being a leading pioneer on sustainable measures in the region’s hospitality arena with the implementation of green initiatives, including saving more than five million pieces of single-use plastic through on-property water bottling plants. We also recently launched a new dining concept titled Message in A Bottle, an immersive and sustainable dining concept where illusions and cutting-edge 3D graphic technology are utilised to entertain and educate diners about the importance of sustainability.”
With 69% of travellers actively seeking sustainable travel options in 2023, according to a recent World Travel and Tourism Council (WTTC) report, Green Collection meets this accelerating demand, empowering the 24 million members of the GHA DISCOVERY loyalty programme to make conscious and responsible travel choices.
Green Collection accounts for almost one-quarter (24%) of the GHA DISCOVERY portfolio and represents half of its brands, from mid-scale to high-end, including Anantara Hotels, Resorts & Spas, Avani Hotels & Resorts, Capella Hotels & Resorts, Corinthia Hotels, Elewana Collection, GLO Hotels, JA Resorts & Hotels, Kempinski Hotels, Marco Polo Hotels, NH Hotels, NH Collection, nhow, Niccolo Hotels, Oaks Hotels Resorts & Suites, Pan Pacific Hotels & Resorts, Patina Hotels & Resorts, PARKROYAL COLLECTION, PARKROYAL, Sukhothai Hotels & Resorts, Outrigger Resorts & Hotels and The Set Collection.
From city hotels to beach resorts, the collection is geographically diverse and is present in 44 countries and 112 destinations, spanning every region. In the Middle East and North Africa, Green Collection properties account for half of the GHA DISCOVERY’s portfolio, while in Africa and Asia, it accounts for 37% and 36%, respectively.
To celebrate the launch of the Green Collection, GHA DISCOVERY is giving back to the causes important to members and its hotel brands. For every Green Collection hotel booking made on www.ghadiscovery.com or the GHA DISCOVERY mobile app before the end of April 2023 and completed by 31st July 2023, GHA will donate US$5 to the charities it supports as part of its Corporate Social Responsibility Programme, which includes Environmental Protection, Healthcare & Wellbeing, Children & Youth Programmes, and Animal Welfare.
“Social awareness and environmental sustainability are core values that GHA has embraced since its inception. Our overarching philosophy is to treat people and the planet with the utmost respect, creating a more resilient, equal, and sustainable global ecosystem, and the efforts of our Green Collection properties are a testament to this,” said Hartley.