Simon Wan Simon Wan

StayWell Holdings and Prince Hotel Inc. have launched a new luxury hotel brand offering - The Prince Akatoki - which will target the international market (outside Japan) and complement the brands already operated by StayWell and Prince Hotels. 

Prince Hotels Inc. has agreed that StayWell Holdings will be assigned the rights to use The Prince Akatoki as the five-star brand for future global development opportunities.

StayWell Holdings Pty Ltd president and director Simon Wan said in a statement: "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."

He added: "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."

The decision was made to keep the connection to 'Prince' to capitalise on the prestige and reputation of Prince Hotels in Japan, however, Wan noted there will be a distinction between the existing brands and The Prince Akatoki brand.

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Wan continued: "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."

The idea is also to introduce travellers to the Price Hotel brands, and increase inbound tourism to Japan.