[dropcap]H[/dropcap]oshino Resorts is launching a new hotel brand, OMO, with its first hotel scheduled to open doors in spring 2018. This is the company’s fourth hotel brand, following HOSHINOYA, RISONARE, and KAI. OMO will cater to tourists who normally stay at medium-range economy hotels that are frequented by business travelers, but who are seeking accommodation that is more personal and tourism-oriented. Hotels will be built in city centers rather than in traditional resort areas. The first two will be launched in Asahikawa, Hokkaido, and Otsuka, Tokyo.
Recent years have seen a significant rise in the number of tourists staying at hotels in city centers. However, many are no-frills hotels used primarily by business travelers. Sensing that such hotels may be discouraging to tourists, sapping them of their excitement before they have begun exploring the city, Hoshino Resorts decided to develop an urban hotel that would actively cater to tourists. Eventually, the company arrived at a concept that reflected their desire to avoid creating just another option for accommodation: “Get down with the local rhythm.”
In spring 2018, Hoshino Resorts is scheduled to open OMO7 Asahikawa and *OMO5 Tokyo Otsuka. A third OMO hotel is scheduled for launch near Shin-Imamiya Station in Osaka. The numbers included in the hotel names signify the range of services offered, such as restaurants and other facilities and amenities specific to the OMO brand, with 0 denoting a completely no-frills experience and 9 signifying the complete OMO experience. The company hopes to expand the OMO brand to regional cities across Japan that offer a wide range of attractions for both domestic and overseas visitors.