Global Hotel Alliance accelerates responsible tourism initiatives

Global Hotel Alliance accelerates responsible tourism initiatives

The organisation comprises a network of more than 800 hotels across 40 brands in 100 countries

The Global Hotel Alliance (GHA) and its hotel brands are ramping up their responsible tourism efforts with new initiatives aimed at protecting people and the planet.

Headquartered in Dubai, properties in GHA’s portfolio are engaging in government- and destination-led initiatives including the ‘Dubai Can’ initiative, launched by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Dubai Crown Prince and Chairman of The Executive Council of Dubai, to encourage residents to reduce their use of single-use plastic water bottles.

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In January 2019, JA Resorts and Hotels installed water treatment systems along with cleaning and bottling systems at three Dubai properties - JA The Resort, JA Ocean View Hotel and JA Hatta Fort Hotel. This AED 1 million (USD 272,000) investment has resulted in an estimated saving of 3.4 million pieces of single-use plastic so far.

The company has extended its efforts to the Indian Ocean, with an on-site bottling plant found at JA Manafaru resort in the Maldives and at JA Enchanted Island Resort in the Seychelles.

GHA CEO Chris Hartley said: “The responsible tourism movement, accelerated by the pandemic, is challenging the hospitality industry to deliver meaningful change. Consumers now expect their favourite brands to reshape the world in a sustainable way, trusting companies that demonstrate social and environmental awareness and avoiding those who do not.

“As a brand trusted by 21 million travellers around the world, we have a captive audience of sustainably-minded consumers who are calling on us to help them make responsible travel choices.

“We have therefore initiated a strategy to meet this need, not only offering stays at some of the world’s most responsibly operated hotels but looking at innovative ways to help members contribute to sustainable projects, whether financially, through DISCOVERY Dollars (D$), or taking part in the community and environmental programmes in the destinations they visit.” 

Collectively, GHA brands and hotels lend their support to multiple charitable initiatives globally, including programmes dedicated to education for children, healthcare and social wellbeing, environmental protection and animal welfare.


Hartley added: “Our future initiatives will not only include the roll-out of more pioneering projects supported by our hotel brands but look to involve travellers across multiple touchpoints, from encouraging them to donate D$ to initiatives under the philanthropic themes that resonate with them most.

“We are committed to ensuring GHA remains a favourite global brand, trusted not just because of the high-quality products and services we offer, but crucially, the responsible approach we take to delivering them.”

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