In a bold strategic move reinforcing its global leadership in hospitality, Global Hotel Alliance (GHA)—headquartered in Dubai, United Arab Emirates—has announced the appointment of three dynamic female executives to key leadership roles. The appointments are aimed at accelerating international expansion, fostering innovation, and advancing diversity in one of the world’s largest alliances of independent hotel brands.
Effective immediately, Katharina Dein becomes Vice President Commercial, Jelena Kezika steps into the role of Vice President Strategy, and Andrea Krenn takes on the newly created post of Senior Vice President Communications. These promotions underscore GHA’s forward-thinking approach to leadership, with an emphasis on empowering women in executive hospitality roles and championing global growth through innovation.
Katharina Dein: Leading Global Commercial Strategy
Joining GHA in 2013, Katharina Dein has played a central role in shaping its commercial success. Her extensive experience includes building global partnerships and launching a cutting-edge online training platform adopted by hotel professionals worldwide. Now, as Vice President Commercial, Dein will oversee the integration of new hotel brands, launch performance-boosting initiatives, and drive product innovation across GHA’s expansive global network.
Dein’s vision aligns with GHA’s mission to offer value-driven services and tools for independent hotel brands, enabling them to remain competitive while preserving their unique identities. Her role will also be pivotal in aligning commercial efforts with hotel development strategies as GHA adds new properties in Asia and the Middle East, including Cinnamon Hotels in Sri Lanka, Sunway Hotels & Resorts in Malaysia, and Rotana Hotels in the UAE.
Jelena Kezika: Steering Strategic Growth and Sustainability
Also a GHA veteran since 2013, Jelena Kezika has been instrumental in scaling the GHA DISCOVERY loyalty program, which today boasts over 25 million members across 100+ countries. Her innovative strategies have driven cross-brand bookings, strengthened guest engagement, and boosted loyalty revenue for partner hotels.
As the new Vice President Strategy, Kezika will guide the alliance’s long-term growth vision. Her mandate includes forging and expanding strategic partnerships, enhancing the loyalty platform’s value proposition, and reinforcing GHA’s commitment to sustainability and corporate responsibility. With her leadership, GHA aims to align with global environmental goals while staying agile in an evolving travel economy.
Andrea Krenn: Elevating Global Brand Communications
With a media-savvy background that includes senior roles at Atlantis, The Palm and Dubai Tourism, Andrea Krenn joined GHA in 2021. Since then, she has been a driving force behind the alliance’s global brand visibility, crafting compelling narratives that resonate across international markets.
As Senior Vice President Communications, Krenn will oversee GHA’s global public relations, internal communications, and strategic messaging. Her goal is to amplify the alliance’s global reputation, promote partner brand storytelling, and support new hotel launches with tailored media campaigns. Krenn’s leadership is key as GHA aims to position itself at the forefront of digital storytelling and guest engagement.
A Commitment to Female Empowerment in Global Hospitality
These appointments reflect GHA’s ongoing commitment to gender diversity and female empowerment. Women now represent nearly 60% of GHA’s leadership team and two-thirds of its overall workforce, according to company data. This emphasis on inclusion sets a progressive benchmark in a traditionally male-dominated industry.
“The promotion of Katharina, Jelena, and Andrea is not just about recognising talent—it’s about reshaping the future of hospitality leadership,” said Chris Hartley, CEO of Global Hotel Alliance. “We’re proud to have such inspiring women leading our global strategy.”
This leadership overhaul also aligns with broader industry calls for inclusive growth. A 2024 report by the World Tourism Organization (UNWTO) emphasized the critical importance of women’s leadership in achieving sustainable tourism goals globally. GHA’s appointments align directly with such international sustainability and equality benchmarks.
Riding the Wave of Global Expansion
Founded in 2004 and headquartered in Dubai, GHA is the world’s largest alliance of independent hotel brands. Its network spans over 800 hotels in 100+ countries, connecting guests with regionally rooted brands through a shared loyalty platform and unified guest recognition framework.
In 2025, GHA is expanding further into Asia and the Middle East, strengthening its footprint through new partnerships. This includes alliances with Cinnamon Hotels (Sri Lanka), Sunway Hotels & Resorts (Malaysia), and Rotana Hotels (UAE)—highlighting GHA’s strategy to blend global scale with local authenticity.
This expansion supports GHA’s overarching goal: to enable independent hotels to compete globally by offering loyalty benefits, digital infrastructure, and brand exposure without compromising their identity. According to GHA, the DISCOVERY loyalty program is a critical tool for members, delivering over $2.3 billion in room revenue annually and offering experiences that drive repeat bookings and guest loyalty.
A Future-Forward Hospitality Vision
As the global travel sector rebounds post-pandemic, GHA is positioning itself as a transformative force for the next era of hospitality. With new leadership, expanded partnerships, and ongoing tech innovation, the alliance aims to redefine what independent hotel success looks like on a global stage.
Through collaborative leadership and a bold expansion blueprint, GHA continues to prove that inclusive, innovation-led governance can deliver both commercial success and cultural impact.
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