#Japan #Tokyo #Onko Chishin #RETREAT SELECTION #CRAFT SELECTION

Onko Chishin's Innovative Brand Categories

Onko Chishin, a hotel production company based in Shinjuku, Tokyo, has recently introduced a new structured brand category designed to cater to a diverse array of travel goals. The new categories include RETREAT SELECTION, CRAFT SELECTION, GATEWAY SELECTION, ANOTHER STORY, and CAFE & RESTAURANT, all aimed at making the selection of accommodation more intuitive for travelers. This strategic move comes as the company prepares for upcoming openings and seeks to organize its brand structure effectively.

Embracing the Changing Landscape of Travel

In recent years, as indicated by the Japan Tourism Agency's annual reports, there has been a noticeable shift in domestic travel trends towards experiences that emphasize wellness and introspection. Travelers today are increasingly seeking out destinations that promote relaxation, regional cuisine, and therapeutic experiences. Established under the philosophy of being a “small messenger of the region’s light,” Onko Chishin has continuously shaped unique stays reflecting local culture, nature, and narratives, ensuring journeys become destinations in themselves.

To address the growing desire for varied travel experiences, the company has implemented this brand categorization, connecting the styles desired by guests with the unique characteristics of their facilities. This new system promises to enhance the travel experience by adding clarity, consistency, and a solid foundation for future growth.

Building a User-Friendly Structure Based on Travel Motivations

The new brand structure allows travelers to easily choose accommodations based on their travel intentions—whether it’s to recharge physically and mentally, delve into local craft cultures, or explore regions at a leisurely pace. Each category is clearly defined, making it easier for guests to navigate their choices based on what they seek.

The brand philosophy revolving around “the light of the region” serves as a common thread among the categories. Onko Chishin aims to present a cohesive worldview as a destination that resonates with the travel goals of its guests.

Optimizing Brand Structure for Future Expansion

With various new projects underway across Japan, structuring the brand organization in advance allows Onko Chishin to establish an accessible and comprehensible structure for both domestic and international guests. This proactive approach will facilitate a smoother transition for new properties as they join the Onko Chishin family.

Overview of the New Brand Categories

1. RETREAT SELECTION
Immerse yourself in rejuvenation at non-conventional hotels that provide a blissful retreat experience. This selection emphasizes artistic space, exquisite culinary offerings, and tranquil relaxation, allowing guests to rejuvenate both body and mind. Noteworthy properties include:
- Setouchi Retreat Aonagi, Ehime (Michelin 5 Red Pavilion, 1 Michelin Key)
- Iki Retreat Kairi Murakami, Nagasaki (Michelin 5 Pavilion)
- Izu Retreat Natsukawa Suikou, Shizuoka.

2. CRAFT SELECTION
Stay in hotels that resonate with unique storytelling and individuality. This category celebrates distinct themes and the passion of artisans and craftsmen, creating connections that piqué guests' intellectual curiosity:
- Hotel La Vigne Hakuba, Nagano (Star Wine List Gold Award)
- Cuvee J2 Hotel Osaka, Osaka
- KEIRIN HOTEL 10, Okayama.

3. GATEWAY SELECTION
Positioning itself as a hub connecting travelers with local experiences, this selection highlights warm hospitality and easy access to regional attractions:
- Rebun Tourism Hotel Sakuya, Hokkaido
- Hotel Season Nishinihon, Miyazaki
- Il Azzurri, Shizuoka.

In addition to these categories, unique experiences such as ANOTHER STORY, offering unmatched stays, and CAFE & RESTAURANT locations focused on gastronomic encounters with local culture are also featured.

New Developments on the Horizon

Onko Chishin is rapidly expanding its portfolio, undertaking multiple new projects in locations such as Karuizawa, Takaoka, Aso, and more, with plans to open approximately five new facilities annually. Centered around the new brand categories, the aim is to deepen the value of travel experience as a destination.

About Onko Chishin

Onko Chishin operates unique hotels and ryokans and is renowned for its diverse offerings, including Michelin-starred luxurious hotels and artisanal dining associated with local culture. Under the guiding philosophy of being a “small messenger of the region’s light,” the company expresses local charm and aims to provide exceptional experiences both domestically and internationally.

For further details about Onko Chishin and its impressive portfolio, you can visit their official website.