Global Hotel Alliance (GHA) is adding two new regional hospitality brands to its portfolio, expanding its reach into Turkey and Poland. The alliance of independent hotel brands announced the addition of The Marmara Hotels and PURO Hotels to the GHA DISCOVERY loyalty programme. This partnership brings 15 new properties to the system, strengthening the GHA network in key European markets.
Two new brands join the network
The Marmara Hotels and PURO Hotels are set to add 15 hotels to GHA DISCOVERY. The Marmara Hotels currently operates six properties in Turkey, which are already live in the programme. The remaining nine PURO Hotels properties will join in the third quarter of 2026. This expansion aligns with GHA’s strategy to integrate brands that balance global reach with local identity.
The Marmara Hotels is headquartered in Istanbul and focuses on contemporary comfort combined with Turkish heritage. Its portfolio includes a landmark property in Taksim Square and locations in Pera, Bodrum, and Antalya. The brand emphasizes its connection to place, highlighting historic landmarks such as the Esma Sultan Palace by the Bosphorus and the restored Zeyrek Çinili Hamam.
Urban style from Poland
PURO Hotels offers a modern urban hotel experience across Poland. The brand operates eight hotels in Warsaw, Wrocław, Kraków, Poznań, Gdańsk, and Łódź. GHA officials note that the brand brings a strong sense of place and deep local expertise to the alliance. This approach aims to offer members authentic experiences rooted in the destinations they visit.
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Beyond its existing footprint, PURO is preparing to open its first hotels outside Poland. The brand plans to expand to Budapest in 2026 and Prague in 2027. This international move demonstrates the growing appeal of independent hotel brands seeking platforms to share their unique stories.
Independent hotel brands often seek ways to reach international travelers without losing their local character. GHA provides a platform that allows for this balance. The alliance combines global scale with the freedom to maintain individuality. With Turkey and Poland experiencing significant growth in international demand, the addition of these brands offers travelers a wider range of choices.
GHA CEO Chris Hartley described the expansion as a significant step for the alliance. He noted that the arrival of the first homegrown Polish and Turkish hotel brands marks a new chapter. The inclusion of these destinations supports the broader trend of travelers expanding their horizons to explore emerging markets. The GHA DISCOVERY programme continues to grow as it incorporates these distinct cultural offerings.
