Toyoko Inn held a preview of the Toyoko Inn Haneda Airport 2 (1-1-7 Haneda, Ota-ku, Tokyo), which will reopen on March 28. This is the first branch to introduce a new brand concept design, and the entire building is being renovated.
Toyoko INN Haneda Airport 2, which had been renting one of its buildings to Corona convalescent patients at the request of the Ministry of Health, Labor and Welfare and the local government, has since undergone renovation work and will finally begin normal operations on March 28, 2012.
Maiko Kuroda, President and Representative Executive Officer, who spoke at the preview, reflected on the fact that the Corona Disaster had fallen into the red for the first time since its establishment (for the full year of FY2021), and said that amid the rush to build hotels, she had been wondering whether people were not choosing hotels simply because they were cheap, and whether they had become old hotels, although “well-established” sounds nice. In the midst of the hotel construction boom, he had been wondering if the hotels were not being selected simply because they were inexpensive.
The rebranding concept that we came up with in this context was “base hotels in a nationwide network. Hotels specializing in overnight stays and business hotels, such as Toyoko Inn, are not destination hotels (lodging facilities that are destinations in themselves) where the stay itself is enjoyed, and in most cases the purpose is separate. Mr. Kuroda explains, “The climax of the trip is outside. That’s why we nicknamed it ‘the hotel where you leave. Toyoko INN’ as its nickname,” he explains.
The rebranding is embodied in the Toyoko INN Haneda Airport 2, where lighting and ceiling fixtures at the front desk, lobby, breakfast room, and other common spaces visualize a “welcome home” and “see you later” attitude. In the guest rooms, wood-grained tables and shelves have been newly installed to create a sense of unity in texture, while extensive use of spot lighting creates a sense of place through light and shadow. Details of the guest rooms will be introduced in a separate article.
Mr. Kuroda said that while it would be cost-prohibitive for all existing stores to undergo a complete renovation like the one at Toyoko INN Haneda Airport 2, they are considering what they can do to offer something new even at existing stores. He said, “Even after the Corona disaster, business travel will not return to 100%. We have to bring in private and inbound travel to fill the business hole. The main goal of the rebrand is to become the hotel of choice for business, private, and inbound travelers,” he added, “It may seem that we have not yet moved beyond a statement of commitment, but the entire company is moving forward with evolution. Please look forward to the new Toyoko Inn.
© Source travel watch
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