Dubai, UAE, July 2025 – In a bold move to reinforce its executive leadership, Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands headquartered in the UAE, has announced three significant leadership appointments. All three roles have been entrusted to accomplished women leaders, reaffirming GHA’s ongoing commitment to diversity and female representation in hospitality.
Katharina Dein Appointed Vice President Commercial
Katharina Dein, who joined GHA in 2013 as the first member of the Commercial team, has been promoted to Vice President Commercial. Over the years, she has been instrumental in expanding GHA’s portfolio and strengthening brand partnerships.
Dein has also led several transformative initiatives, including the development of an online training platform used globally by hotel professionals. In her new role, she will focus on optimising the performance of newly integrated properties, leading onboarding processes, evaluating potential new brands with the Development team, and launching new products and services for alliance members.
Her extensive knowledge and strategic acumen position her as a key driver in refining GHA’s value proposition for its global hotel network.
Jelena Kezika Elevated to Vice President Strategy
Joining GHA in the same year as Dein, Jelena Kezika has been pivotal in the growth of the award-winning GHA DISCOVERY loyalty programme. Her strategic initiatives have successfully enhanced member engagement, increased hotel cross-brand revenue, and expanded GHA’s commercial footprint.
Kezika has also been a leader in GHA’s corporate responsibility and sustainability agenda. As the new Vice President Strategy, she will focus on long-term planning, spearheading growth strategies, and expanding GHA’s partnership network to further develop the reach and impact of the GHA DISCOVERY ecosystem.
Andrea Krenn Named Senior Vice President Communications
Since 2021, Andrea Krenn has led GHA’s global PR efforts, bringing with her a strong background in international media and corporate communications. Her prior experience with Atlantis, The Palm, Dubai Tourism, and as a communications consultant has helped GHA elevate its global brand awareness.
In her new role as Senior Vice President Communications, Krenn will drive the alliance’s global communications strategy, with a focus on enhancing visibility, reputation, and stakeholder engagement across key global markets.
GHA: Leading with Diversity in Hospitality
Women currently make up nearly two-thirds of GHA’s total workforce and 60% of its leadership team, a notable achievement in the traditionally male-dominated hospitality sector.
Chris Hartley, CEO of Global Hotel Alliance, praised the appointments, stating:
“At GHA, we are proud to recognise the exceptional talent of Katharina, Jelena, and Andrea, who each bring expertise, dedication and passion to their roles. Their leadership will continue to shape the future of our business, with each of them bringing a unique and powerful skill set that will help us sharpen our focus, deepen our impact, and create even more value for our hotel brands and loyal GHA DISCOVERY members.”
A Time of Strategic Growth for GHA
These leadership changes come as GHA enters a phase of accelerated expansion. New brands such as Cinnamon Hotels (Sri Lanka), Sunway (Malaysia), and Rotana (UAE) are set to join in 2025. This reinforces GHA’s strategic direction of uniting independent hotel brands under a robust loyalty and technology ecosystem.