Prince Hotels Inc. has revealed it is planning a new five-star international hotel brand to complement its existing portfolio of 50 properties, called The Prince Akatoki.
The Australian-based hotel group, StayWell Holdings (whose brands include Park Regis and Leisure Inn), will be assigned the rights to use The Prince Akatoki name as its luxury brand to expand into international markets outside Japan. Prince Hotels Inc. acquired StayWell Holdings nearly 12 months ago.
Simon Wan, President and Director of StayWell Holdings, said The Prince Akatoki will provide travellers with an opportunity to experience luxury services and amenities expected of a five-star hotel brand reflecting certain elements of Japanese refined hospitality and culture.
“Japanese hospitality is renowned for service, tranquillity and its peerless aesthetic. This is precisely what The Prince Akatoki will deliver. For international travellers, it offers a unique and authentic Japanese flavour.
“The travellers we anticipate as guests of The Prince Akatoki brand are those actively seeking high-quality services and amenities when visiting from gateway cities worldwide, with a specific focus on London, New York, Singapore, Bangkok, Mumbai, Hong Kong and Shanghai,” he said.
While developing the brand, Wan said the decision was made to keep the connection to “Prince” to capitalise on the prestige and reputation of Prince Hotels in Japan, however, noted there will be a strong distinction between the existing brands and The Prince Akatoki brand.
“Akatoki is an old expression of Akatuki meaning sunrise, before dawn, a new beginning and speaks to a new time for Prince Hotels and Resorts, reflecting the international growth of our business.
“Customers in Japan are familiar with the Prince brand, so they will easily recognise the new brand when they are looking for a hotel overseas,” Wan said.
“For travellers who have not yet experienced Prince Hotel brands, The Prince Akatoki will be their first brand experience, and will build positive sentiment and greater brand awareness globally, whilst increasing inbound tourism in Japan.”
Prince and StayWell have expanded their portfolio to include four brands, namely Policy, Park Regis, Leisure Inn Plus and Leisure Inn.
With the addition of The Prince Akatoki, the group will bring the polished Japanese style hospitality that Prince Hotels Inc. to the world, accelerating the inbound strategy and global development that StayWell has been practising.