#Japan #Tokyo #New Otani #Executive House Zen #Refine Otani

New Otani Unveils the 'Refine Otani' Initiative

A Historic Shift in Hospitality Management

On September 22, 2025, New Otani announced its new management structure and business strategy termed 'Refine Otani,' aiming to set the stage for the next hundred years. With a property that celebrates 400 years of history as a former samurai residence, the initiative intends to envelop the iconic New Otani in a sustainable future while preserving its rich legacy.

Aiming for Global Growth

As Japan gears up for a projected 60 million inbound tourists by 2030, the hotel is enhancing its appeal to affluent overseas guests. This includes appointing new management for the five-star 'Executive House Zen' within the New Otani and revamping the 'New Otani Club,' the first member organization in the Japanese hotel industry, further positioning itself to increase the lifetime value of its clientele within Japan and abroad.

A Celebratory Milestone

The New Otani recently celebrated its 60th anniversary, having been established at the request of the Japanese government as a reception hall during the Tokyo Olympics in 1964. With a new executive team led by Takayama Katsuya as General Manager and Shimizu Hajime as President, the establishment is charged with propelling the brand into a new century of excellence.

Leadership Overview

• - Chairperson Yuko Otani (appointed February 2025) has a vast experience leading various companies within the Otani umbrella.
• - President Hajime Shimizu brings decades of experience in luxury hospitality, aiming to elevate the brand’s food beverage and management services.
• - General Manager Katsuya Takayama, with a background stretching back to 1995, aims to enhance guest services and operational excellence at New Otani.

The 'Refine' Philosophy

Contrary to simply rebuilding, the 'Refine' initiative emphasizes the idea of evolution through enhancement. In global architectural trends, structures aged over 50 are often celebrated as historic buildings. However, Japan has seen a movement towards conspicuous new developments in urban areas. New Otani believes in the value of refining existing structures, thus enabling a sustainable model for urban development while showcasing true historical worth for future generations.

Upgrading the Guest Experience

The hotel has to keep evolving its guest experience, responding to trends evident since 2018. With inbound traveler numbers continuing to rise, New Otani has reported a 125% growth in visitors and a 150% rise in average room rates, demonstrating its enduring appeal.

'Executive House Zen' has consistently received a five-star rating from Forbes Travel Guide for six consecutive years, renowned for its excellent service and unique private lounge experiences. To keep pace with these shifts, a new strategy aligns with visitor expectations for luxury experiences, reshaping the guest experience to deliver personalization like never before.

Introducing New Leadership

The new manager of 'Executive House Zen,' Yuka Sayama, is poised to elevate the experience further, harnessing her previous notable service during high-profile international gatherings. Her leadership aims to enhance repeat visits from discerning guests by understanding and catering to unique preferences.

Fostering Lifelong Relationships

The 'New Otani Club' has developed a community of about 150,000 members, with approximately 110,000 based in Japan. Embracing a philosophy that transforms new visitors into lifelong patrons, the club is led by newly appointed manager Maki Takahata, who combines her wealth of experience in hospitality with a deep commitment to personalized experiences for members.

The Path Ahead

Ultimately, the New Otani seeks to embody the evolving definition of hospitality, using age-old principles to create contemporary, luxurious experiences, ensuring the hotel stays relevant to guests' changing values and needs. As it approaches its 100-year anniversary, the establishment remains dedicated to crafting an extraordinary legacy for both domestic and international guests alike.

By embracing the 'Refine Otani' initiative and adapting to shifting consumer trends, New Otani secures its place as a premier destination for those seeking both luxurious and culturally rich experiences in the heart of Tokyo.