Global Hotel Alliance (GHA) is broadening its footprint across Europe and the Middle East with the addition of two regional hospitality brands: The Marmara Hotels from Turkey and PURO Hotels from Poland. The move integrates 15 properties into the GHA DISCOVERY loyalty programme, giving members access to a wider range of independent, design-led hotels in key urban and leisure destinations.
The Marmara Hotels, which operates six properties across Turkey, is already part of the programme. PURO Hotels, with nine properties in Poland, will join in the third quarter of 2026. The expansion reflects GHA's strategy of partnering with independent brands that offer a strong sense of place, a growing priority for travellers seeking authentic experiences.
Strategic alignment with independent brands
GHA CEO Chris Hartley emphasised the importance of this partnership for both the alliance and the brands themselves. "Independent hotel brands are increasingly looking for ways to reach more international travellers whilst staying true to their local identity," he said. "These brands bring a strong sense of place and distinctive hospitality culture to our portfolio, offering authentic experiences to our members."
The addition of The Marmara and PURO aligns with GHA's broader push to strengthen its presence in emerging travel markets. Turkey and Poland have seen steady growth in both business and leisure travel, and the alliance is positioning itself to capture demand from international visitors to these destinations.
The Marmara: Istanbul heritage meets modern comfort
The Marmara Hotels, rooted in Istanbul, combine contemporary comfort with Turkish heritage. Its properties are located in iconic areas such as Taksim Square and Pera, reflecting the character of their surroundings. Notable sites include the Esma Sultan Palace and the Zeyrek Çinili Hamam, both of which offer guests a glimpse into the city's rich history.
For travel professionals, the inclusion of The Marmara expands the options available to clients seeking upscale stays in Turkey's cultural hubs. The brand's portfolio spans both business and leisure segments, making it a versatile choice for corporate travellers and holidaymakers alike.
PURO: design-led urban hotels with expansion plans
PURO Hotels, known for their design-led urban spaces, operate in major Polish cities such as Warsaw and Kraków. The brand combines high-quality design with local culture, positioning its hotels as social hubs for both locals and travellers. PURO's properties feature contemporary interiors, co-working spaces, and vibrant public areas, appealing to a younger, design-conscious demographic.
PURO has ambitious growth plans beyond Poland, with new hotels slated for Budapest and Prague in 2026 and 2027. This expansion will further extend GHA's reach into Central Europe, a region that has become increasingly popular with international travellers.
The addition of PURO is particularly relevant for agents and tour operators looking to offer clients distinctive accommodation options in Poland's main cities. With Warsaw and Kraków both seeing rising visitor numbers, the brand's design-led approach provides a compelling alternative to standard chain hotels.
Implications for the travel trade
For GHA DISCOVERY members, the expanded portfolio means more redemption options and earning opportunities across a broader geographic spread. The alliance's loyalty programme has been a key differentiator for independent hotels, allowing them to compete with larger chains while maintaining their individual identities.
The move also underscores a wider trend in the hospitality industry: the growing appeal of independent and lifestyle brands. As travellers increasingly seek authentic, locally rooted experiences, alliances like GHA provide a platform for these brands to reach a global audience without sacrificing their unique character.
For travel advisors, the addition of The Marmara and PURO offers new selling points for clients heading to Turkey and Poland. The brands' strong local identities and design credentials make them attractive options for both leisure and business travellers, and their integration into GHA DISCOVERY ensures a seamless booking and loyalty experience.
GHA's expansion comes at a time when the hotel sector is seeing renewed interest in independent properties. As major chains consolidate, alliances that champion independent brands are carving out a distinct niche. With the addition of these two brands, GHA is reinforcing its position as a leading network for independent hotels across Europe and beyond.
For more on how hotel groups are expanding their global footprints, see our coverage of BWH's Aiden brand expansion and Namron Hospitality's new properties in Mexico.
