The new brand concept is: “A location to which customers wish to return.” Of the 23 facilities operated by ORIX Real Estate in Japan, 13 will be facilities of a new brand target—this excludes facilities whose operation is outsourced to other companies. By incorporating unique ideas into hot springs, restaurants, and concierges, the new brand will improve the quality of its services, and its brand concept will be embodied.
The 13 facilities of OHR will be subdivided into the categories of: hot spring Ryokans, hot spring resorts hotel, city hotel, and parksides hotel. The brand will propose unique staying styles for each category and, at the same time, communicate the characteristics and appeal of each facility in a manner that is easy for customers to understand.
The ORIX Group launched its onsen hotel operating business in 2002, when it purchased the Suginoi-Hotel in Beppu City, Oita Prefecture (the hotel since been renamed the Beppu Suginoi-Hotel). The Group leveraged its financial know-how to improve the hotel’s financial structure, and remodeled it into a buffet-style facility incorporating the regions attractions and an outdoor hot spring featuring the beautiful views, for example; and through such innovative ideas, the Group has continued to update the hotel. Based on the expertise and operational know-how it acquired through the management of Beppu Suginoi-Hotel, the Group has since acquired other onsen hotels and hotels, and developed new facilities.
Through the unification of facilities into the new OHR brand, ORIX Real Estate intends to improve customer service by sharing the know-how and knowledge possessed by each facility, and in doing so, is aiming for 13 facilities to become a destination its customers aspire to visit.
Corporate Planning Department