Hotel Okura to develop new Nikko Style boutique hotel brand
Tokyo, Japan – 23 November 2017 –
Japan’s hotel chain Hotel Okura develops a new upscale select service hotel brand – Nikko Style will be operated by Okura Nikko Hotel Management, a subsidiary of Okura. The new hotel brand will launch under Okura Nikko Hotel Management’s esteemed Nikko Hotels International umbrella and cater to both business and leisure travelers looking for a new lifestyle experience at affordable cost.
The Joint Venture intends to capitalize on the transformational tourism shift occurring in Japan by filling the significant void in the select-service category in the country, but also distinguishing itself from other select service hotels with upscale lifestyle features and the renowned Okura attention to detail. Current plans entail opening Nikko Style hotels in the major metropolitan and regional areas throughout Japan, including Tokyo, Yokohama, Nagoya, Kyoto, Osaka, Kobe and Fukuoka, as well as Hokkaido and Okinawa. Following the establishment of the brand and operations in Japan, the Joint Venture plans to take the product into select markets in Asia, North America and Europe.
Nikko Style will offer a comfortable and inviting atmosphere that encourages guests to work, relax and socialize. Whether local residents or international travellers, guests are welcome to meet, gather and connect through interactive culture, cuisine and creative experiences. The hotel will also feature the latest technological innovations so travellers can stay connected at all times. Benefitting from strong brand recognition and established sales, marketing and distribution channels, the Joint Venture is supported by a sustainable competitive advantage.
Hotel Okura was founded in 1958 and opened its flagship Hotel Okura Tokyo in 1962. Subsidiary Okura Nikko Hotel Management operates 72 properties (47 in Japan and 25 overseas) across 10 countries and territories, encompassing nearly 23,000 guest rooms (as of October 1, 2017) under three hotel groups: Okura Hotels & Resorts, Nikko Hotels International and Hotel JAL City.