Tokyu Hotels & Resorts has joined the Global Hotel Alliance (GHA).
GHA operates a network of more than 950 hotels under 50 brands in 100 countries. Its loyalty program, GHA DISCOVERY, has over 34 million members and offers benefits, rewards currency, and experiential programs.
By joining, Tokyu Hotels & Resorts aims to attract guests from a wide range of regions including Europe, Southeast Asia, and South Asia, while maintaining the independence and identity of its Japanese hotel brands. The company expects to acquire new customer segments, particularly international individual travelers visiting Japan, and to reduce commission costs by increasing direct bookings.
Starting in April 2027, Tokyu Hotels & Resorts will gradually roll out a new loyalty program, “TOKYU HOTELS DISCOVERY.” In April, the program will first launch for The Capitol Hotel Tokyu, Tokyu Hotels, Excel Hotel Tokyu, and STREAM HOTEL. In September of the same year, Tokyu Resort Hotels, Tokyu REI Hotels, The Park Front Hotel at Universal Studios Japan, and hotels under the STORYLINE brand in Japan will be added to the program. The existing “Tokyu Hotels Comfort Members” program will be integrated into TOKYU HOTELS DISCOVERY in September 2027.
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