StayWell Holdings and Prince Hotel Inc. have announced the launch of a new five-star international hotel brand – The Prince Akatoki – focused on the market outside of Japan.

Akatoki is an old Japanese expression meaning sunrise or dawn. It represents a new beginning for Prince Hotels and Resorts as it welcomes a new luxury brand created specifically for the international market. Prince has agreed to assign the rights of the brand to StayWell Holdings, with a goal of capitalising on global development opportunities.

“Peerless aesthetic”

According to Simon Wan, president and director of StayWell Holdings, The Prince Akatoki will give guests an opportunity to experience the luxury services and amenities of a five-star hotel brand, reflecting elements of Japanese hospitality and culture.

He said: “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,” Wan added.

While developing the brand, Wan noted that the decision was made to keep the connection to the Prince brand, to capitalise on the prestige and reputation of Prince Hotels in Japan. However, he also noted there will be a strong distinction between the existing brands and The Prince Akatoki brand.

“Customers in Japan… will easily recognise the new brand when they are looking for a hotel overseas”

“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,” said Wan. “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 Holdings 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 introduce Japanese style hospitality and support the group’s inbound strategy and global development.