Global Hotel Alliance marks strategic expansion into Japan with the signing of Tokyu Hotels & Resort | News
Global Hotel Alliance (GHA), The world’s largest alliance of independent hotel brands has signed an agreement with Tokyu Hotels & Resorts Co., Ltd. (THR), a leading Japanese hospitality group that operates the “TOKYU HOTELS” chain, owned by Tokyu Corporation. This represents an important step in GHA’s strategic growth in Asia and especially in the booming Japanese travel and tourism market.
GHA brings together a diverse collection of 50 independent hospitality brands with GHA DISCOVERY, a multi-brand loyalty program using a shared technology platform. This agreement paves the way for more than 40 hotels operated by THR in Japan to benefit from GHA DISCOVERY and its more than 34 million members worldwide.
TOKYO HOTELS‘ properties are located in popular destinations such as Tokyo, Osaka, Kyoto and Okinawa and offer a range of hotels from beach resorts to premium business properties. In addition to the “Tokyu Brand Hotels”, including THE CAPITOL HOTEL TOKYU, TOKYU HOTEL, TOKYU RESORT HOTEL, EXCEL HOTEL TOKYU and TOKYU REI HOTEL, the company operates “DISTINCTIVE SELECTION” which consists of hotel brands with unique personalities such as STREAM HOTEL and STORYLINE.
Japan consistently ranks among the top destinations in the world. In 2025, Japan welcomed 42.7 million international visitors, with Tokyo among the top five most visited cities in the world. The mix of traditional culture, modern cities, beautiful nature and warm hospitality continues to captivate travelers around the world.
“As Japan continues to experience a continued tourism boom, our agreement with TOKYU HOTELS is both timely and strategic,” said Chris Hartley, CEO of GHA. “We look forward to welcoming such an authentic and renowned Japanese brand to the GHA family – it will mark an important milestone in expanding our presence in one of the most dynamic travel markets in the world.”
TOKYU HOTELS has long been synonymous with Japanese elegance and exceptional service, and since 1960 has operated a portfolio of hotels known for combining modern comfort with cultural authenticity. As founders and former owners of the Pan Pacific brand in 1989, with whom they entered into a marketing agreement for four hotels in Tokyo and Kyoto, TOKYU HOTELS knows the value of the alliance.
“This partnership is a natural step forward in our international strategy,” said Takashi Takei, president and representative director of THR. “As a hotel chain with roots in Shibuya – one of Tokyo’s most dynamic and attractive destinations – we are pleased to join forces with GHA
to provide greater benefits to our guests through GHA DISCOVERY while introducing our unique Japanese hospitality to a wider global audience in the future. Through our diverse portfolio across Japan, we aim to serve as a gateway for international travelers to gain a deeper understanding of Japan. We are excited to be part of a network that shares our commitment to excellence and guest satisfaction.”
