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Jelena Kezika

GHA celebrates sustainability with ‘Green Collection’

DUBAI, April 23, 2024

Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has been helping consumers make conscious accommodation choices with Green Collection, a carefully curated portfolio of over 220 hotels, resorts and palaces.

The collection, which is listed in the GHA Discovery loyalty programme, demonstrates the commitment of GHA, which this year is celebrating its 20th anniversary, to protecting the planet and people.

“As we mark one year of success for this collection, launched in March 2023, we applaud all the hotels, resorts and palaces who have come together to make a difference,” said Jelena Kezika, Senior Director of Strategy at GHA.

“Not only was Green Collection designed to help consumers, it was also meant to help hotels start or continue their sustainable journey by working together, sharing success stories and best practices, and providing guidance on initiatives to undertake to expand the collective impact.”

Aligned with the United Nations’ Sustainable Development Goals, each Green Collection property is committed to creating a more sustainable future by attaining at least one certification from 18 globally recognised organisations such as EarthCheck, Green Growth 2050, Green Globe, Green Key, FuturePlus and more.

These are aligned with the Global Sustainable Tourism Council’s standards for sustainable travel and tourism, which guide the development of the hospitality industry for a more sustainable future, with each hotel certification assessing and targeting improvement in multiple areas, including effective sustainable planning, reduction of negative environmental impact, maximising social and economic benefits and protecting cultural heritage.

There has been a 15% increase in hotel qualification for Green Collection since its inception, with the recent addition of NH Collection Dubai The Palm, Avani+ Fares Maldives Resort and Pan Pacific London, to name a few.

In 2023, there was also an 85% higher average spend per stay at Green Collection properties compared to other hotels in the programme, a signal that consumers are willing to spend more for properties that align with their values.

From leisure to business, urban to seaside, there is a Green Collection property available with sustainable practices to protect nature and benefit local communities where they operate.

The collection is geographically diverse and is present in 44 countries and 121 destinations, spanning every region across 23 brands with hotels, resorts and palaces such as Djibouti Palace Kempinski Hotel, Corinthia Palace Hotel, Anantara Al Jabal Al Akhdar Resort and Capella Ubud.

Each brand also implements best practice initiatives such as coral planting, mangrove clean-up or urban farming.

About 26 million of GHA Discovery programme members can choose from over 220 international properties in the Green Collection, including newly joined brands like Lore Group and Asmallworld.

In celebration of the first anniversary of Green Collection, GHA Discovery will donate $1 for every Green Collection stay booked through www.ghadiscovery.com or the GHA Discovery mobile app for the month of April 2024 to the charities it supports as part of its corporate social responsibility, which includes programmes dedicated to environmental protection, healthcare and wellbeing, children and youth, and animal welfare.

The podcast series "Hotel Sustainability Stories #BeyondCOP28" will feature sustainability stories of participating Green Collection hotels, hosted by Radhika Arapally. In the inaugural episode, now on air, Jelena Kezika introduces Green Collection, which is followed by 11 hotel specific episodes.

“We remain dedicated to doing our part to show the commitment toward a more sustainable future, from our corporate office in Dubai, UAE, to each of our Green Collection properties worldwide,” says Kezika. – TradeArabia News Service




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