Industry Update
Press Release 2 November 2017

Hotel Okura and Trinity Investments Unveil Plans to Create NIKKO STYLE, a New Upscale Lifestyle Hotel Brand in Japan

NIKKO STYLE to target travelers seeking new, creative experience; to fill void in underserved select service hotel category as Japan rides wave of inbound tourism

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NIKKO STYLE

Hotel Okura Co., Ltd. ("Okura"), a leading Japanese hospitality company, and Trinity Investments, LLC ("Trinity"), a Hawaii-based private real estate firm with an extensive background in hospitality, are pleased to announce an exclusive joint venture (the "Joint Venture") to create NIKKO STYLE, a fresh new upscale select service hotel brand that will be introduced throughout Japan.

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NIKKO STYLE will be operated by Okura Nikko Hotel Management Co., Ltd., 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 travelers, 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 travelers 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.

Toshihiro Ogita, President of Okura, stated: "NIKKO STYLE will be our first lifestyle brand targeted at a new class of premium business and leisure guests. We are delighted to partner with Trinity and its rich traditions in the global hotel business. We look forward to working with Trinity to offer sophisticated new hospitality services and exceptional hotel experiences that meet the discriminating tastes of premium guests."

Sean Hehir, President and CEO of Trinity, remarked: "Japan's hotel inventory is arguably the most underserved amongst developed countries worldwide, with little segmentation by major brand companies into the upscale select service space where branding and value-driven price points will be highly attractive to the country's new visitor demographic. This collaboration with our long-standing partner Hotel Okura on NIKKO STYLE will serve to fill this void, allowing for the rapid penetration of a new but familiar brand throughout Japan and then, utilizing our respective companies' worldwide networks, into selective gateway cities in other Asian countries, North America and Europe."

Related Brand

Nikko

Nikko Hotels International (NHI) is a luxury hotel brand providing facilities and services to meet a wide variety of guests' needs in urban centers and popular resort destinations worldwide. The NHI brand emphasizes fine luxury, gracious hospitality and international culture.
brand information
Other Brands by Okura Nikko
JAL City
Nikko Style
Okura

About Okura Nikko Hotel Management

Nikko Hotels International Nikko Hotels International (NHI) is a luxury hotel brand providing facilities and services to meet a wide variety of guests' needs in urban centers and popular resort destinations worldwide. The NHI brand emphasizes fine luxury, gracious hospitality and international culture. Service in the spirit of Japanese hospitality is a distinguishing feature of all NHI properties, both in Japan and overseas. Please visit www.nikko-jalcity.com/brand/nhi for more information.

Okura Nikko Hotel Management Co., Ltd. Okura Nikko Hotel Management Co., Ltd., a subsidiary of Hotel Okura Co., Ltd, operates three hotel groups: Okura Hotels & Resorts, Nikko Hotels International and Hotel JAL City. Founded in October 2015 to consolidate and strengthen its hotel management business, Okura Nikko Hotel Management aims to become the top Japan-based hotel operating company by developing an international portfolio of properties through hotel management contracts. Please visit www.okura-nikko.com for more information.

Contact
Keiko Okano
Bridge Global Strategies
Phone: 212.583.1043 x11
Fax: 646-304-1244
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