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Tokyu Hotels & Resorts Co., Ltd. (THR), operator of the TOKYU HOTELS chain, has become the first Japanese hotel chain to join Global Hotel Alliance (GHA), the world's largest alliance of independent hotel brands with a diverse collection of 50 brands and 950 hotels in 100 countries. This paves the way for more than 40 hotels operated by THR in Japan to benefit from GHA DISCOVERY, a loyalty programme with more than 34 million members worldwide.
Joining GHA marks an essential step in strengthening THR's global profile, allowing the group to increase its international competitiveness and achieve sustainable growth, while also maintaining its Japanese identity and existing brand positioning. By joining GHA, which has one of the hotel industry's largest membership bases, THR will increase sales and broaden its global customer base, strengthening its status as a "hotel chain of choice" for guests worldwide.
Over the last decade, the number of foreign tourists to Japan has increased significantly, reaching 40 million people per year. In particular, Tokyo ranked as the number one city in the "Best Big Cities" category for two consecutive years in the Readers' Choice Awards 2025 of the U.S. edition of Condé Nast Traveler magazine. THR already has many foreign tourists among its customers, particularly from North America and East Asia. By joining GHA, which has a strong presence in Europe, Southeast Asia, and South Asia, and also boasts member hotels in the Middle East and South America, we will be able to expand our customer base to a broader range of regions.
The GHA membership base of over 34 million will also provide us with access to new customer segments, primarily FIT (Free Independent Travellers), but also long-stay guests in Europe and the growing affluent class in Asia. Additionally, we anticipate that an increase in direct bookings will lead to cost savings through reduced commission fees.
Joining GHA will also benefit our approximately 1.1 million TOKYU HOTELS domestic members. In April 2027, we will launch our new membership program, TOKYU HOTELS DISCOVERY, and in September 2027, this will integrate with our existing membership program, TOKYU HOTELS Comfort Members. Domestic members will then be able to enjoy member rates and earn and use points at hotels around the globe, as well as in Japan.
In Japan, the inbound market is entering a new growth phase and has become fiercely competitive. At the same time, an increasingly wide range of accommodation options has made it harder for hotels to differentiate themselves through price and location. In this environment, loyalty programs such as GHA DISCOVERY, which offers its members rewards and exclusive privileges, are becoming increasingly important. They have the potential to influence traveller decision-making more than price and are a key factor behind repeat stays.
GHA DISCOVERY loyalty programme offers not only preferential rates and the DISCOVERY Dollars (D$) points system, but exclusive member benefits such as local experiences that showcase regional attractions and VIP treatment based on membership tier-benefits that go beyond brand and national boundaries.
TOKYU HOTELS's mission is to provide unique Japanese experiences, including hospitality, cuisine, culture, and local experiences, while promoting access to diverse regions beyond major cities through its portfolio of accommodations. TOKYU HOTELS will now be a gateway for GHA DISCOVERY members, as well as other inbound travellers, to gain a deeper understanding of Japan through travel.
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Comment from Mr. Takashi Takei
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"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. Through our diverse portfolio across Japan, we aim to serve as a gateway for international travelers to gain a deeper understanding of Japan. We're excited to become part of a network that shares our commitment to excellence and guest satisfaction."
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Comment from Mr. Chris Hartley
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"With Japan seeing a sustained boom in tourism, our agreement with TOKYU HOTELS is both timely and strategic. We look forward to welcome 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."
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About Tokyu Hotels & Resorts Co., Ltd.
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An operator of hotels, restaurants, and membership-based resorts, Tokyu Hotels & Resorts has a network across Japan under multiple brands, including THE CAPITOL HOTEL TOKYU, TOKYU HOTEL, TOKYU RESORT HOTEL, EXCEL HOTEL TOKYU, and TOKYU REI HOTEL. The network also includes unique brands such as BELLUSTAR TOKYO, A Pan Pacific Hotel, STREAM HOTEL, the STORYLINE hotel condominium series, and the TOKYU VACATIONS membership-based resort offering. The Group manages 61 hotels in Japan, as well as three partner properties in Japan and three overseas. Tokyu Hotels & Resorts company Purpose (mission) is "creating moments with people and the community, fulfilling hearts and mind."
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About GHA and GHA DISCOVERY
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Global Hotel Alliance (GHA) is the world's largest alliance of independent hotel brands with 50 brands and 950 hotels in 100 countries. Its award-winning loyalty programme - GHA DISCOVERY - provides more than 34 million members with recognition, D$ rewards and exclusive experiences across its hotels and partners, both with and without a stay. Through membership in GHA, brands expand their global reach, drive incremental revenue, and reduce dependence on third-party channels, all while maintaining management independence and individual positioning.
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© TOKYU HOTELS & RESORTS CO., LTD.
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