Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has revealed its GHA DISCOVERY members’ top destinations and travel motivations for 2025.
For the second year running, Japan and Thailand rank as the most popular holiday destinations, while China climbs to third, overtaking Spain. Australia, New Zealand, and Italy tie for fourth, pushing out 2024 favourites Canada and Hawaii.
Leisure travel continues to dominate, with 99% of members surveyed planning holidays in 2025, while business travel is rebounding – 62% are planning work trips, with travellers based in China, Germany, and Spain leading the resurgence.
More than 93% of members are expecting to…
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