Global Rewards Program Adds Two Prominent Regional Hotel Brands Overseas

Global Hotel Alliance is officially expanding its international portfolio by integrating two prominent regional hospitality brands into its global loyalty network. The alliance has announced the addition of The Marmara Hotels from Turkey and PURO Hotels from Poland, marking the first time homegrown hotel brands from these two nations have joined the organization.

The strategic integration adds 15 independent properties to the GHA DISCOVERY loyalty program . Members of the program get special savings on participating hotels when they book, and earn Discovery Dollars, a rewards currency that can be spent on stays, experiences, dining, and spa treatments.

The addition of these properties to its network reflects a growing industry trend where regional hospitality groups seek to capture international traveler demand without sacrificing the localized identity that built their original success.

Regional Brand Portfolios

The newly announced expansion encompasses two distinct hospitality portfolios, each bringing specialized regional expertise and unique architectural approaches to the global alliance:

• The Marmara Hotels: The Turkish brand brings six properties into the loyalty program, featuring prominent locations across Istanbul, Bodrum, and Antalya.

• PURO Hotels: The Polish operator contributes a nine property portfolio of design focused urban hotels located across major cities including Warsaw, Krakow, and Gdansk.

The phased integration of these properties is already underway. The Turkish portfolio is currently live within the global loyalty platform, while the Polish brand is officially scheduled to join the system during the third quarter of 2026.

Chris Hartley, chief executive officer of Global Hotel Alliance, highlighted the value of blending international distribution platforms with distinct regional character.

"Independent hotel brands are increasingly looking for ways to reach more international travelers while staying true to their local identity," Hartley said. "GHA enables brands to achieve this by combining global reach and scale with the freedom to maintain their individuality."

Cultural Preservation and Future Expansion

Both regional brands emphasize cultural integration and community engagement as core components of their hospitality models. The Turkish operator brings more than four decades of experience to the alliance and actively participates in regional historic preservation. Its current portfolio includes direct involvement with significant cultural landmarks, including the Esma Sultan Palace located on the Bosphorus and the fully restored Zeyrek Cinili Hamam.

Meanwhile, the Polish brand focuses heavily on creating modern urban social spaces that blend contemporary art, local gastronomy, and Nordic design sensibilities. The properties are specifically designed to serve as communal hubs for both overnight guests and local residents. Building on its domestic success, the brand is actively preparing to expand its footprint beyond Poland, with new international properties planned for Budapest in 2026 and Prague in 2027. This upcoming expansion will further extend the global alliance network across the broader European market.

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This story was originally published by TravelHost on Sep 3, 2026, where it first appeared in the Hotels section. Add TravelHost as a Preferred Source by clicking here.