Two homegrown talents from Turkey and Poland are joining GHA.

The Global Hotel Alliance is welcoming two distinguished regional hotel brands: The Marmara Hotels from Turkey and PURO Hotels from Poland are collectively introducing 15 properties into the GHA DISCOVERY loyalty program.

The Global Hotel Alliance (GHA), which describes itself as the world’s largest alliance of independent hotel brands, is expanding its portfolio with two regional brands: The Marmara Hotels and PURO Hotels (pictured above: PURO Krakow Kazimierz) are collectively adding 15 hotels to GHA DISCOVERY. The six properties of The Marmara Hotels in Turkey are already available on the platform; the PURO Hotels portfolio will follow in the third quarter of 2026.

Alliance Model Gains Momentum

For the alliance, these two new additions demonstrate that the alliance model is gaining traction among independent hotel companies: Those seeking to expand their global footprint without sacrificing local roots and distinctive identity can achieve greater reach without standardizing their brands, according to the alliance. “Independent hotel brands are increasingly looking for ways to reach more international travelers while remaining true to their local identity,” says GHA CEO Chris Hartley. The alliance marries global reach and scale with the freedom to safeguard individual identity. He describes Turkey and Poland as markets experiencing significantly growing international demand.

Details on Marmara Hotels and PURO

Marmara Hotels is rooted in Istanbul and has been active in the Turkish hotel industry for more than four decades. Its portfolio includes properties on Taksim Square and in Pera, as well as hotels in Bodrum and Antalya. The group is also committed to the preservation of historic buildings, including the Esma Sultan Palace on the Bosphorus and the restored Zeyrek Çinili Hamam.



PURO is an urban design brand with locations in Warsaw, Wrocław, Kraków, Poznań, Gdańsk, and Łódź. Each property blends design, art, gastronomy and local character, serving not merely as accommodation but as a meeting point for guests and locals alike—centered on culture, cuisine, work and shared experiences. The brand’s expansion strategy now extends beyond Poland for the first time: PURO is scheduled to open in Budapest in 2026 and in Prague in 2027.

For GHA, both properties mark a first: the first Polish and Turkish homegrown brands in its portfolio. “Each brand brings a strong sense of place, deep local expertise, and its own hospitality culture,” says Hartley. That, in essence, is what it is all about: authentic experiences in the destinations visited—and, for independent brands, a global platform to tell their own stories.

Global Hotel Alliance