Founder Toshiro Muraki Honored with Lifetime Achievement Award by Choice Hotels International

Toshiro Muraki's Moment of Glory: A Lifetime Achievement Award

In a momentous occasion for the hospitality industry, Toshiro Muraki, the late founder of Choice Hotels Japan, was posthumously awarded the prestigious Lifetime Achievement Award by Choice Hotels International. This accolade, bestowed on April 30, 2025, at the 69th Annual Convention in Las Vegas, recognizes Muraki's significant contributions over the years in establishing valuable international partnerships and promoting the Choice brand in the Japanese market.

This honor is not just a reflection of an individual's achievements but also a tribute to the robust foundation that Muraki laid for the Japanese hospitality sector. His son, Yuya Muraki, currently the CEO of Greens Co., the parent company of Choice Hotels Japan, accepted the award amid resounding applause from attendees. This celebration of Muraki’s life and work serves as a reminder of his influence that extends far beyond the borders of Japan.

The Legacy of Choice Hotels Japan

Choice Hotels Japan, which operates brands such as Comfort Hotel and Comfort Inn, was founded by Muraki in 2000 under the umbrella of his parent company. With a rich background and extensive experience in the industry — having joined Greens in 1962 and later becoming its president — he was a visionary leader dedicated to modernizing the hospitality sector in Japan. His ambition was clear: to elevate service standards within the industry and to make hospitality a respected profession.

In 2003, Muraki made a defining move by signing a franchise agreement with Choice Hotels International. This alliance not only introduced the Comfort Hotel brand to Japan but also paved the way for establishing new standards in the accommodation sector. Under his guidance, the Comfort Hotel brand has become synonymous with quality and value across the nation, remaining the only international economy hotel brand capable of country-wide expansion in Japan.

Celebrating a Trailblazer's Approaches

Muraki's strategies focused on creating a customer-centric operational model, tailored to the needs of Japanese consumers. He was committed to providing affordable yet comfortable lodging options, which resonated with many travelers. The success of the Comfort Hotel brand within Japan speaks volumes about Muraki’s understanding of the market and his dedication to enhancing customer satisfaction.

As we look back on his achievements, it is evident that Toshiro Muraki laid the groundwork for a modern hospitality framework in Japan. His approach was characterized by a blend of traditional values and innovative thinking, ensuring that the needs of customers were always at the forefront.

Award Ceremony Highlights

During the award ceremony, Patrick Pacious, the President and CEO of Choice Hotels International, highlighted Muraki's pivotal role in advancing the hospitality industry. This monumental event witnessed participants from numerous countries, showcasing the global reach of Muraki's influence. Yuya Muraki’s heartfelt acceptance of the award was met with accolades from all present, reflecting the profound respect held for his father’s legacy.

The award represents a culmination of accolades for Muraki, whose journey began in Mie Prefecture, Japan, in 1941. His career path led him through significant milestones, including his appointment as president of Greens in 1970, the establishment of Choice Hotels Japan, and the conclusion of the franchise agreement with Choice Hotels International in 2003.

Continuing the Vision

Choice Hotels Japan is determined to carry forward Muraki’s vision of integrating comfort and reliability into each guest’s experience. The company is dedicated to delivering exceptional service while ensuring that the principles laid down by its founder continue to resonate in tomorrow's hospitality industry.

Although Toshiro Muraki passed away in 2024 at the age of 82, his spirit continues to guide and inspire the Choices Hotels team and the industry as a whole. The Lifetime Achievement Award is a fitting tribute to a man whose passion and dedication to the hospitality industry transformed, and will continue to influence, the landscape of accommodations in Japan and beyond.

For more information about Choice Hotels Japan, visit their official website.