Global Hotel Alliance marks strategic expansion into Japan with the signing of Tokyu Hotels and Resorts

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 premier Japanese hospitality group operating “TOKYU HOTELS” chain owned by Tokyu Corporation.

Strategic Expansion
- Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has signed an agreement with Tokyu Hotels & Resorts Co., Ltd. (THR).
- This marks GHA’s first entry into Japan, a major milestone in its Asia growth strategy.

Tokyu Hotels & Resorts
- THR operates more than 40 hotels across Japan, including well-known brands like THE CAPITOL HOTEL TOKYU, TOKYU HOTEL, TOKYU RESORT HOTEL, EXCEL HOTEL TOKYU, and TOKYU REI HOTEL.
- Their portfolio also includes distinctive lifestyle brands such as STREAM HOTEL and STORYLINE.
- Properties are located in key destinations: Tokyo, Osaka, Kyoto, Okinawa, and more.

Tourism Context
- Japan welcomed 42.7 million international visitors in 2025, with Tokyo ranked among the top five most visited cities globally.
- The country’s mix of tradition, modernity, and natural beauty makes it a prime tourism market.

Partnership Benefits
- THR hotels will join GHA DISCOVERY, a loyalty program with 34 million members worldwide.
- Guests gain access to shared rewards, recognition, and exclusive experiences across GHA’s network of 50 brands and 950 hotels in 100 countries.

Leadership Statements
- Chris Hartley, CEO of GHA: Called the partnership “timely and strategic,” emphasizing Japan’s tourism boom.
- Takashi Takei, President of THR: Highlighted the opportunity to showcase Japanese hospitality to a global audience and strengthen international reach.

This partnership positions GHA to tap into Japan’s booming inbound tourism while giving Tokyu Hotels access to a powerful global loyalty ecosystem.