Global Hotel Alliance Expands into Japan with Tokyu Hotels & Resorts Partnership

Strategic Expansion into Japan

Global Hotel Alliance (GHA) has announced a significant strategic expansion into Japan through a new partnership with Tokyu Hotels & Resorts. The agreement brings more than 40 Japanese hotel properties into GHA’s global network, strengthening the alliance’s presence in one of the world’s most dynamic tourism markets.

Integration into GHA DISCOVERY

Under the partnership, hotels operated by Tokyu Hotels & Resorts will join the GHA DISCOVERY loyalty programme. The programme connects over 50 independent hotel brands across more than 100 countries and currently serves over 34 million members worldwide.

This integration allows guests staying at Tokyu properties to enjoy global recognition, rewards, and exclusive experiences available throughout the GHA network.

Expanding Global Reach for Japanese Hospitality

Tokyu Hotels & Resorts operates a diverse portfolio of hotels located in major destinations including Tokyo, Osaka, Kyoto, and Okinawa. The group offers a variety of hospitality experiences ranging from luxury urban hotels to resort-style properties.

Through the partnership, the company aims to expand its international reach while showcasing authentic Japanese hospitality to a broader global audience.

Leadership Perspectives

Chris Hartley, CEO of Global Hotel Alliance, described the partnership as a timely step given Japan’s strong tourism growth and rising international visitor numbers.

Takashi Takei, President and Representative Director of Tokyu Hotels & Resorts, stated that joining the alliance aligns with the company’s global expansion strategy and will enable the brand to introduce its hospitality traditions to new international markets.

Japan’s Growing Tourism Market

Japan continues to experience a strong tourism rebound. In 2025 alone, the country welcomed approximately 42.7 million international visitors, with Tokyo consistently ranking among the world’s most visited cities.

The new alliance positions both organizations to benefit from this tourism boom while enhancing the visibility of Japanese hotel brands on the global stage.

Strengthening Asia-Pacific Presence

The agreement represents another step in Global Hotel Alliance’s strategy to collaborate with strong regional brands in high-demand travel markets. By integrating Tokyu Hotels into its ecosystem, GHA further strengthens its footprint in Asia-Pacific while offering travellers more destination choices across Japan.