Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has signed an agreement with Tokyu Hotels & Resorts Co., Ltd., marking a strategic expansion into Japan’s fast-growing travel market.
The partnership will see more than 40 Tokyu Hotels properties in Japan integrated into the GHA DISCOVERY loyalty programme, which has more than 34 million members worldwide.
The agreement strengthens GHA’s presence in Asia while connecting Tokyu Hotels’ properties in major destinations including Tokyo, Osaka, Kyoto and Okinawa to the global loyalty platform. The move allows Tokyu Hotels to reach international travellers while offering GHA members more accommodation choices across Japan.
GHA brings together 50 independent hospitality brands under a shared technology platform that powers the GHA DISCOVERY programme. The loyalty system allows travellers to earn rewards and benefits across multiple hotel brands within the alliance.
TOKYU HOTELS operates a diverse portfolio of properties ranging from beach resorts to premium business hotels. Its collection includes the Tokyu Brand Hotels portfolio, featuring THE CAPITOL HOTEL TOKYU, TOKYU HOTEL, TOKYU RESORT HOTEL, EXCEL HOTEL TOKYU and TOKYU REI HOTEL.
The company also operates the DISTINCTIVE SELECTION portfolio, which includes brands with distinctive identities such as STREAM HOTEL and STORYLINE.
Japan continues to attract strong international travel demand. In 2025, the country welcomed 42.7 million international visitors, while Tokyo ranked among the world’s five most visited cities.
“With Japan seeing a sustained boom in tourism, 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 well-established Japanese brand into the GHA family – it will mark a key milestone in expanding our presence in one of the most dynamic travel markets in the world.”
TOKYU HOTELS has operated its hotel portfolio since 1960 and is known for blending contemporary comfort with traditional Japanese hospitality. The company previously founded the Pan Pacific brand in 1989 and maintains a marketing agreement with four Pan Pacific hotels in Tokyo and Kyoto.
“This partnership is a natural step forward in our international strategy,” said Takashi Takei, President and Representative Director of THR. “As a hotel chain rooted in Shibuya – one of Tokyo’s most dynamic and attractive destinations – we are pleased to join forces with GHA to offer our guests greater benefits through GHA DISCOVERY while introducing our unique Japanese hospitality to a broader 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’re excited to become part of a network that shares our commitment to excellence and guest satisfaction.”
AloJapan.com