UAE-headquartered Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has announced an appointment to strengthen its leadership team, held by an accomplished female executive – Jelena Kezika becomes Vice President Strategy.
Results-driven business strategist Jelena KaezikaThe award-winning GHA loyalty program, which has been evolving since 2013, has played a key role in the growth of GHA. GHA DISCOVERY. She conceptualised and implemented strategies to improve GHA’s commercial success and boost member engagement by driving member acquisition. Kezika spearheaded the sustainability efforts of the alliance and promoted a culture corporate responsibility. Kezika, in her new position as Vice President Strategy at GHA, will continue to shape the future of GHA by planning, developing and implementing strategies, as well expanding GHA’s partnership area to increase the reach GHA loyalty ecosystem.
Women make up 60% of the GHA leadership team and nearly two thirds of its total workforce. The alliance is a pioneer in promoting female representation in hospitality.
This appointment coincides with a period of growth and innovation for GHA. In 2025, new brands will be joining the alliance such as Cinnamon Hotels(Sri Lanka), Sunway Hotels (Malaysia), Rotana Hotels (UAE), as it continues to grow and innovate.
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