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 world’s largest alliance of independent hotel brands. This strategic decision allows over 40 hotels managed by THR in Japan to benefit from GHA DISCOVERY, a loyalty program with over 34 million members globally.

This affiliation is crucial for THR to enhance its international footprint and competitiveness while preserving its Japanese identity. It facilitates increased sales and an expansion of THR’s international clientele, reinforcing its status as a preferred hotel choice for travelers worldwide. “This partnership is a natural step in our international strategy,” stated Takashi Takei, President and Representative Director of Tokyu Hotels & Resorts Co., Ltd.

With a significant rise in foreign tourists to Japan, Tokyo was named the best city in the ‘Best Big Cities’ category by Condé Nast Traveller magazine. Through GHA, known for its strong foothold in Europe, Southeast Asia, and South Asia, THR aims to attract a wider array of international visitors.

The GHA membership will also be valuable for THR’s 1.1 million domestic members. In April 2027, THR is set to introduce a new membership program, Tokyu Hotels Discovery, which will merge with the current Tokyu Hotels Comfort Members program by September 2027, allowing members to enjoy global member rates and earn points internationally.

Chris Hartley, CEO of GHA, remarked, “With Japan experiencing robust growth in tourism, our collaboration with Tokyu Hotels is timely and strategic,” marking a milestone in GHA’s expansion within the vibrant Japanese travel market.