Global Hotel Alliance (GHA), the world's largest alliance of independent hotel brands, is strengthening its presence in Turkey and Poland with the addition of The Marmara Hotels and PURO Hotels to its portfolio.

The two homegrown hospitality brands will together bring 15 hotels into the GHA DISCOVERY loyalty programme. The Marmara Hotels' six properties across Turkey are already live on the programme, while PURO Hotels' portfolio is set to join in Q3 2026. The latest additions highlight the growing interest among independent hotel brands in gaining international reach while keeping their local identity and character intact.

"Independent hotel brands are increasingly looking for ways to reach more international travellers while staying true to their local identity," said GHA CEO Chris Hartley. "GHA enables brands to achieve this by combining global reach and scale with the freedom to maintain their individuality. With their amazing history and unique culture, Turkey and Poland are destinations experiencing significant growth in international demand, as people expand their travel horizons, and we are now able to offer a fabulous choice of hotels in these markets."

The Marmara Hotels Brings Turkish Hospitality to GHA

With more than four decades of experience, The Marmara Hotels has its roots in Istanbul and combines contemporary comfort with Turkish heritage. Its portfolio includes hotels in Taksim Square and Pera, along with properties in Bodrum and Antalya.

Each property is designed around the character of its destination, while reflecting the warmth and generosity associated with Turkish hospitality. The brand's connection to local heritage can also be seen through its involvement in preserving historic landmarks, including Esma Sultan Palace by the Bosphorus and the restored Zeyrek Çinili Hamam.

PURO Hotels Focuses on Design and Local Culture

PURO Hotels brings a modern urban approach to hospitality, with its hotels located across Warsaw, Wrocław, Kraków, Poznań, Gdańsk and Łódź.

The brand combines design, art, gastronomy and local culture to create spaces that appeal to both travellers and local communities. Its hotels also serve as social hubs where people can meet, work, enjoy food and experience culture. PURO blends local influences with Nordic sensibilities and focuses on creating stays that go beyond comfort. The brand is also expanding outside Poland, with its first international hotels planned for Budapest in 2026 and Prague in 2027.

"These brands are particularly exciting additions to GHA, marking the arrival of our first homegrown Polish and Turkish hotel brands. Each brings a strong sense of place, deep local expertise and a distinctive hospitality culture to our portfolio. This is at the heart of what we want to offer our members: authentic experiences rooted in the destinations they visit, while giving independent brands a global platform to share their unique stories," concludes Hartley.

The addition of The Marmara Hotels and PURO Hotels further expands the choice available to GHA DISCOVERY members while giving both independent brands access to a wider international audience.