#Japan #loyalty program #Chiyoda #POLARIS HOLDINGS #KOKO HOTELS

KOKO HOTEL and Hotel Wing International Join Forces for Loyalty

In an exciting development for travelers across Japan, KOKO HOTEL and Hotel Wing International have announced their strategic brand integration. Beginning on October 1, 2025, the two brands will rollout a new loyalty program named KOKO FAMILY, designed to offer enhanced benefits and rewards to frequent guests.

Headquartered in Chiyoda, Tokyo, Polaris Holdings Co., Ltd., which oversees both hotel brands, aims to bolster customer satisfaction by providing a seamless experience across its expanding network. With a unified service standard, KOKO HOTELS and its related establishments, including TENZA HOTEL and VALUE THE HOTEL, are set to redefine guest experiences nationwide.

Enhancement of Loyalty Program

The newly introduced KOKO FAMILY loyalty program emerges from the existing WEB points system. It shifts focus to a more customer-centric approach, allowing members to accumulate points faster as they stay at KOKO hotels. Notably, the program will be open to all customers, and registration will be free of charge.

From the moment a guest becomes a member, they can enjoy a range of exclusive benefits, such as a 10% discount on standard rates when reservations are made via the official website. Additionally, for every stay, members can earn points that will contribute toward tiered membership levels, further enhancing their stay experiences.

Program Features: KOKO FAMILY

The KOKO FAMILY loyalty program comes packed with attractive features:

1. Points Accumulation & Usability
- Earn up to 10% of your stay cost as points.
- Points earned can be utilized as 1 point = 1 yen when booking via the official site or for in-hotel payments.

2. Exclusive Member Benefits
- A 10% discount on website reservations.
- Enjoy a 'choose your gift' promotion upon check-in.
- Extend your checkout time by one hour for free.
- Members at the Partner and Family tiers can check in one hour early at no extra cost.
- A special campaign running until December 2025 allows members to receive a cash back of 10,000 yen on 8,000 points.

Moreover, members at VALUE THE HOTEL will also enjoy the benefits of the KOKO FAMILY program, covering four locations with 910 rooms. The program's details, including terms of membership, can be examined on their website: KOKO FAMILY.

Looking Ahead: October 2025

The launch of this loyalty program marks a significant milestone in KOKO HOTEL's journey and reflects their commitment to delivering quality services to their guests. According to the company's brand message, “Here Discovery Begins—旅の拠点として安心できる場所” translates to promoting unique journey experiences through their hospitality.

With KOKO FAMILY, travelers will establish a sense of belonging as they discover “home” at multiple locations nationwide. Each visit aims to present fresh joy and strengthen the relationships with customers through elevated experiences as they achieve higher membership ranks.

About Polaris Holdings Co., Ltd.

Polaris Holdings Co., Ltd. (Ticker Code: 3010), with headquarters located at 12-3 Iwamotocho 1-chome, Chiyoda, Tokyo, has been prominent in the hotel operations and investment sector. The company has been successful in operating various hotel brands like KOKO HOTEL and the widely recognized Best Western brand, alongside the VALUE THE HOTEL brand focusing on roadside accommodations in the Tohoku region. Following the integration with Minashia Co., Ltd., known for its Hotel Wing International and Tenza Hotel, they will enhance their presence both domestically and internationally, managing 107 hotels and 15,681 rooms as of late September 2025, incorporating planned openings in the count.

For more information about Polaris Holdings and its range of services, visit their official website: Polaris Holdings.