Tokyu Hotels & Resorts Co., Ltd. (THR), the operator of the Tokyu Hotels chain, has become the first Japanese hotel chain to join the Global Hotel Alliance (GHA), the largest alliance of independent hotel brands globally. This strategic move allows over 40 hotels operated by THR in Japan to benefit from GHA DISCOVERY, a loyalty programme boasting over 34 million members worldwide.
Joining GHA is a significant step for THR in enhancing its global presence and competitiveness whilst maintaining its Japanese identity. The alliance will enable THR to increase sales and expand its international customer base, strengthening its position as a preferred hotel chain for global travellers. "This partnership is a natural step forward in our international strategy," said Takashi Takei, President and Representative Director of Tokyu Hotels & Resorts Co., Ltd.
The number of foreign tourists visiting Japan has surged, with Tokyo being named the top city in the "Best Big Cities" category by Condé Nast Traveller magazine. By joining GHA, which has a strong presence in Europe, Southeast Asia, and South Asia, THR aims to attract a broader range of international visitors.
The GHA membership will also benefit THR's 1.1 million domestic members. In April 2027, THR plans to launch a new membership programme, Tokyu Hotels Discovery, which will integrate with the existing Tokyu Hotels Comfort Members programme by September 2027. This integration will allow members to enjoy global member rates and earn points internationally.
Chris Hartley, CEO of GHA, remarked, "With Japan seeing a sustained boom in tourism, our agreement with Tokyu Hotels is both timely and strategic." The partnership marks a milestone in expanding GHA's presence in the dynamic Japanese travel market
This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
