Thursday, July 24, 2025
The Global Hotel Alliance (GHA), based in the United Arab Emirates, has recently announced significant changes within its executive leadership, marking an important step in strengthening its strategic direction. Notably, the newly appointed executives, Katharina Dein, Jelena Kezika, and Andrea Krenn, bring a wealth of experience to their respective roles, reflecting the organization’s commitment to gender diversity and exceptional leadership.
Katharina Dein Promoted to Vice President Commercial
Having been a foundational member of the GHA Commercial team since 2013, Katharina Dein has significantly shaped the organization’s growth trajectory. Her extensive experience includes managing brand portfolios, developing strategic hotel partnerships, and creating innovative training platforms that have become essential tools used by thousands of hotel professionals worldwide.
In her expanded role as Vice President Commercial, Dein will oversee strategic initiatives aimed at maximizing the commercial performance of new properties joining the GHA portfolio. Her expertise will be instrumental during the crucial onboarding phases, ensuring seamless integration and high-performance standards from the outset.
Jelena Kezika Assumes Role as Vice President Strategy
Since joining GHA in 2013, Jelena Kezika has established herself as a key figure in defining and driving the organization’s growth strategy. Known for her sharp business insights, Kezika has been central in evolving the organization’s loyalty program, GHA DISCOVERY, contributing to increased member engagement, customer loyalty, and cross-brand revenue generation.
As the new Vice President Strategy, Kezika will further refine and execute initiatives designed to boost membership growth, deepen engagement, and amplify commercial outcomes across GHA’s network of independent hotel brands. Her strategic vision will help position the alliance for sustained growth in the competitive global hospitality market.
Andrea Krenn Appointed as Senior Vice President Communications
Bringing extensive experience in international corporate communications, Andrea Krenn takes on the newly established role of Senior Vice President Communications. Since joining GHA in 2021, Krenn has successfully led global public relations and communication efforts, enhancing the organization’s brand profile on an international scale.
Previously holding significant roles at Atlantis, The Palm, and Dubai Tourism, Krenn possesses deep-rooted knowledge of corporate messaging, strategic media relations, and crisis management. In her new position, she will continue to strengthen GHA’s global communications strategy, shaping its messaging, managing international public relations initiatives, and guiding the company’s corporate narrative across all markets.
Reinforcing Commitment to Diversity and Leadership
These key executive promotions underscore GHA’s dedication to advancing talented leadership, promoting gender diversity, and driving continuous organizational growth. The alliance recognizes the strategic value these seasoned executives bring to their roles, particularly as the hospitality industry globally navigates a period of significant change and innovation.
The expertise of Dein, Kezika, and Krenn positions GHA uniquely to enhance its commercial strategy, refine its long-term growth plans, and solidify its global communications strategy. This combination of strategic appointments highlights GHA’s ambition to remain at the forefront of international hospitality alliances, continually setting high standards for leadership diversity and excellence.
About Global Hotel Alliance and GHA DISCOVERY
Headquartered in the UAE, the Global Hotel Alliance is renowned for bringing together independent hospitality brands under its acclaimed loyalty program, GHA DISCOVERY. This innovative multi-brand program leverages shared technological platforms to provide unique experiences, fostering brand loyalty among millions of travelers worldwide.
GHA DISCOVERY allows members to benefit from personalized experiences, rewards, and recognition across diverse hotel brands globally. As the alliance continues to expand, the strengthened leadership team is poised to reinforce its market presence and enhance the loyalty experience for members worldwide.
Strategic Vision for Future Growth
Looking forward, GHA’s new executive team will play a crucial role in shaping the alliance’s strategic direction in an evolving hospitality landscape. With enhanced commercial strategies, innovative membership growth initiatives, and robust global communications, GHA is well-prepared to deliver continued value to its member hotels and customers.
