Jelena Kezika Vice President Strategy at Global Hotel Alliance (GHA) in Dubai, United Arab Emirates
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.
A results-driven business strategist, Jelena Kezika, who has also been with GHA since 2013, has played an instrumental part in shaping GHA's growth story through the ongoing evolution of its award-winning loyalty programme, GHA DISCOVERY. She has conceptualised and implemented strategic initiatives to boost member engagement and improve GHA's commercial success by driving member acquisition and increasing cross-brand revenue for GHA hotels. Kezika has also spearheaded the alliance's sustainability efforts and fostered a culture of corporate responsibility. In her new role as Vice President Strategy, Kezika will continue to shape GHA's future, planning, developing and implementing new strategies as well as significantly growing GHA's partnerships area to expand the reach of the GHA's loyalty ecosystem.
With women making up nearly two-thirds of the total GHA workforce and 60% of the leadership team, the alliance stands out as a leader in championing female representation in the hospitality industry.
This appointment comes at a time of strong growth for GHA, with new brands such as Cinnamon Hotels (Sri Lanka), Sunway (Malaysia), and Rotana (UAE) joining in 2025 as the alliance continues to expand and innovate in the travel and hospitality space.
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