In a significant move for its Asia growth strategy, Global Hotel Alliance (GHA) has announced the signing of Tokyu Hotels & Resorts (THR), marking its formal entry into Japan’s fast-growing tourism market.

The agreement will see more than 40 properties operated by THR integrated into GHA DISCOVERY, GHA’s multi-brand loyalty platform that connects over 34 million members worldwide across 50 independent hotel brands.

Tokyu Hotels’ portfolio spans key destinations including Tokyo, Osaka, Kyoto and Okinawa, offering a spectrum of experiences from beach resorts to premium business hotels. The group’s brands include The Capitol Hotel Tokyu, Tokyu Hotel, Tokyu Resort Hotel, Excel Hotel Tokyu and Tokyu Rei Hotel, alongside its DISTINCTIVE SELECTION collection featuring lifestyle-forward concepts such as Stream Hotel and Storyline.

Japan continues to record strong tourism numbers, welcoming 42.7 million international visitors in 2025, with Tokyo consistently ranking among the world’s most visited cities. The country’s blend of heritage, innovation and refined hospitality has positioned it as a cornerstone of global travel demand.

“With Japan seeing a sustained boom in tourism, our agreement with TOKYU HOTELS is both timely and strategic,” said Chris Hartley, CEO of GHA. “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.”

Founded in 1960, Tokyu Hotels & Resorts is widely associated with Japanese elegance and service precision. The group was also among the founders and previous owners of the Pan Pacific brand in 1989 and continues to maintain marketing ties for select properties.

“This partnership is a natural step forward in our international strategy,” said Takashi Takei, President and Representative Director of THR. “As a hotel chain rooted in Shibuya — one of Tokyo’s most dynamic 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.”

With this alliance, GHA strengthens its footprint in Asia while Tokyu Hotels gains access to a powerful global loyalty ecosystem, setting the stage for deeper cross-border travel engagement in the years ahead