Tokyu Hotels officially joins Global Hotel Alliance

Tokyu Hotels and Resorts has become the first Japanese hotel chain to join Global Hotel Alliance, an independent brand network with 950 hotels in 100 countries.

The move allows 40 hotels operated by the group in Japan to access the GHA Discovery loyalty programme. The system has more than 34 million members worldwide.

The operator aims to increase its international competitiveness and sales while maintaining its Japanese identity. The group currently draws significant tourist numbers from North America and East Asia.

Management expects the partnership to provide access to new customer segments. These include independent travellers, long-stay guests from Europe, and affluent travellers from across Asia.

The group will launch a new membership programme, Tokyu Hotels Discovery, in April 2027. This will integrate with its existing Comfort Members scheme in September 2027.

Domestic members, currently numbering 1.1 million, will be able to access member rates and use points at international locations as well as within Japan.

Takashi Takei, president of Tokyu Hotels and Resorts, said: “This partnership is a natural step forward in our international strategy. 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.”

Chris Hartley, chief executive of Global Hotel Alliance, added: “With Japan seeing a sustained boom in tourism, our agreement with Tokyu Hotels is both timely and strategic. 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.”