Growth and expansion of Green Collection 

The Green Collection’s rapid growth highlights the hospitality industry’s increasing commitment to sustainability. In 2024, stays at Green Collection hotels saw a 16% increase, indicating the growing preference among GHA DISCOVERY's 30 million members for eco-conscious travel options. 

“The constant growth of the Green Collection is a powerful testament to the shared commitment among our brands to responsible travel.” - Jelena Kezika, Senior Director of Strategy at GHA 

The Green Collection now spans 60 countries and 260 destinations, with Europe leading the way, accounting for 81% of the collection’s properties. 

In 2024, prominent brands such as Paramount Hotels, The Leela Palaces, Hotels and Resorts, and Lore Group joined the Green Collection, further strengthening its global presence. 

Sustainability at the core of the Green Collection 

Each hotel in the Green Collection holds certifications from globally recognized environmental organizations like EarthCheck, Green Growth 2050, and Green Key. These certifications ensure that the properties adhere to international sustainability standards, with regular third-party audits to retain certification. 

“Sustainability is not only a priority but a defining pillar of hospitality today. While Green Collection was created to help conscious consumers make more informed choices, it also supports our hotels on their sustainability journeys by working together, sharing best practices, and guiding one another on meaningful initiatives.” - Jelena Kezika, Senior Director of Strategy at GHA 

Key performance and financial impact 

The success of the Green Collection is not just reflected in its rapid growth, but also in its impact on GHA’s financial performance. The hotels in the collection contributed 71% of the total revenue and 68% of the total nights stayed across the GHA portfolio in 2024.

 Notably, the average length of stay at Green Collection hotels was 9% longer than at other hotels in the alliance, and guests...