Adeera Joins Global Hotel Alliance, Connecting Global Travelers to the Heart of Saudi Hospitality

Riyadh, March 13, 2025 – The Hotel Management Company “Adeera” a PIF company which is set to be Saudi Arabia’s national hospitality champion has joined Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands. Through participation in the award-winning GHA DISCOVERY loyalty program, Adeera will connect with a global network of international travelers, offering exclusive experiences and benefits under its brand portfolio in the Kingdom of Saudi Arabia. This partnership represents a significant step in Adeera’s mission to showcase the warmth and generosity of Saudi hospitality while expanding its international presence in the luxury travel market.

GHA brings together a unique collection of 45 brands with more than 850 hotels across 100 countries serving 30 million members with GHA DISCOVERY, a multi-brand rewards program. As part of GHADISCOVERY, Adeera will offer future guests VIP recognition, exclusive member rates, DISCOVERY Dollars (D$) rewards and immersive local experiences. They will also enjoy exclusive member privileges and bespoke offers curated by Adeera hotels, opening a privileged gateway to the Kingdom and connecting them to an elite global travel community.

Stefan Leser, CEO of Adeera, said: "At Adeera, our vision is to transform the way travelers experience hospitality by immersing them in the rich culture, traditions and warmth of Saudi Arabia. Through our membership in GHA, we will be opening the doors to travelers who seek authentic, curated experiences that create enriching moments and leave a lasting imprint on their journeys. Our efforts align with Saudi Arabia's Vision 2030, as we actively shape the future of the hospitality sector, its local talents and showcase the Kingdom’s beauty and generosity to the world."

Chris Hartley, CEO of Global Hotel Alliance, added: "Welcoming Adeera to our global network is an exciting step in strengthening GHA’s footprint in the Middle East. With its transformative ambition and deep cultural roots, Adeera represents the future of hospitality in Saudi Arabia. We look forward to working together to connect our global travelers with the exceptional service and experiences that Adeera will offer."

As Adeera embarks upon its rapid expansion across Saudi Arabia, this collaboration will accelerate the reach and reputation of Adeera with a large audience of regional and international travelers who will be excited to discover the rich cultural diversity of Saudi Arabia.‍

About Adeera

Hotel Management Company “Adeera”, Saudi Arabia’s national hospitality champion, aimsto develop hotel brands and provide a unique visitor experience by embodyingthe authentic Saudi hospitality and generosity culture to the highest globalstandards. An imperative goal of Adeera is to empower talents and competenciesthrough its initiatives with partners and leading educational and traininginstitutions, contributing to the achievement of Vision 2030 objectives andplacing the Kingdom on the global tourism map.

About GHA and GHA DISCOVERY

GlobalHotel Alliance (GHA) is the world’s largest alliance of independent hotelbrands with 45 brands and 850 hotels in 100 countries.

Itsaward-winning loyalty program—GHA DISCOVERY—provides 30 million members recognition, D$ rewards and exclusive experiences across its hotels and partners, both with and without a stay. GHA DISCOVERY generated US$2.7 billion in revenue and 11 million room nights in 2024.

Through membership in GHA, brands expand their globalreach, drive incremental revenue and reduce dependence on third-party channels,all while maintaining management independence and individual positioning.