Global Hotel Alliance (GHA) is expanding its portfolio with the addition of two independent hospitality brands from Turkey and Poland.
The Marmara Hotels and PURO Hotels will together add 15 properties to GHA DISCOVERY, the alliance’s global loyalty programme.
The Marmara Hotels’ six properties across Turkey are already participating in the programme, while PURO Hotels is scheduled to join during the third quarter of 2026.
The additions mark the first homegrown Turkish and Polish hotel brands to join GHA and form part of the alliance’s strategy of providing independent operators with access to international distribution and loyalty benefits while allowing them to retain their individual identities.
Chris Hartley, CEO of Global Hotel Alliance, said: “Independent hotel brands are increasingly looking for ways to reach more international travellers while staying true to their local identity.
“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 has operated for more than four decades and has properties across destinations including Istanbul, Bodrum and Antalya.
Its portfolio includes hotels in Taksim Square and Pera, while the group is also involved in the preservation of cultural properties including the Esma Sultan Palace on the Bosphorus and the restored Zeyrek Çinili Hamam.
PURO Hotels operates design-led urban properties across Polish cities including Warsaw, Wrocław, Kraków, Poznań, Gdańsk and Łódź.
The brand combines hospitality with art, gastronomy and local culture, with its hotels designed to function as social spaces for both guests and local communities.
PURO is also preparing to expand beyond Poland, with a hotel in Budapest planned for 2026 followed by Prague in 2027.
Hartley added: “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.”
The additions will further expand GHA DISCOVERY’s international hotel offering while extending the alliance’s presence across the Turkish and Polish markets.
Associated Articles
The Hari Hotels to Join IHG’s Vignette Collection
Provides the strongest direct comparison, with The Hari retaining its individual identity while joining IHG’s Vignette Collection and gaining access to the group’s commercial infrastructure and global loyalty programme.
Park Hyatt to Debut in Portugal with Comporta Resort and Residences
Adds recent international hotel expansion context, with Hyatt extending its luxury brand presence in Europe through a new Portuguese resort and branded residences development scheduled to open in 2029.
Park Hyatt to Debut in Portugal with Comporta Resort and Residences
Conrad Nagoya Opens in The Landmark Nagoya Sakae
Provides further global hotel brand growth context, with Hilton expanding the Conrad Hotels & Resorts portfolio through its debut in Nagoya, adding a 170-room luxury property in one of Japan’s major urban destinations.
