On October 25, Oedo Onsen Monogatari Hotels & Resorts and Yu-Kai Resort held a press conference in Tokyo regarding the brand integration.
All 66 facilities operated by the two companies will be unified into the “Oedo Onsen Monogatari Group” from November 1, and all Yuka Resort trade names and signs will be changed to the more recognizable Oedo Onsen Monogatari. As a result, the 64 inns will be known as either “TAOYA,” “Oedo Onsen Monogatari,” “Oedo Onsen Monogatari Premium,” or “Oedo Onsen Monogatari Wan Wan Resort” (the other two are hot-spring facilities).
In addition, the official membership service “Iifuro Member” will be introduced to all inns in the future. The company also plans to enhance meals by strengthening local menus and reviewing service levels to make it one of the largest casual hot spring inn brands in Japan by leveraging the strengths of the two companies.
The new theme for the integration is “Let’s go out to Nippon. The brand movie and TV commercials will also be shown under the new theme, “Let’s go out to Nippon. The new brand will offer reasonably priced hot spring trips, including comfortable hot springs and gourmet buffets that anyone can easily visit whenever the mood strikes them.
Koji Nishitani, President and Representative Director of Yurai-Resort K.K., who took the stage, explained the background of the merger: “While the travel market is recovering to pre-Corona disaster levels, there are concerns about the dilution of “travel culture” due to the weak yen and the loss of travel habits. The integration of the two companies was driven by the desire to develop hot spring resorts that are more accessible and easy to enjoy.
Keita Hashimoto, president of Oedo Onsen Monogatari Hotels & Resorts Co., Ltd. introduced the various inn brands that Oedo Onsen Monogatari has developed, including the reopening of three facilities on November 1 as Oedo Onsen Monogatari Premium Gero Honkan, Oedo Onsen Monogatari Premium Kagamaruya, and Taoya Shirahama Senmatami. Oedo Onsen Monogatari Premium Nakayama Grand Hotel will open on February 1, 2025, and Oedo Onsen Monogatari New Shiobara will open on March 1, 2025. In addition, the company plans to “accelerate new store openings and open 10 new stores in the next three years.
At the press conference, the “Matching of Hot Water” ceremony was held to celebrate the birth of a new family by pouring water from both families into a single cup, similar to the “Matching of Water” ceremony at a wedding ceremony. The two companies are still in their infancy, but we will work hard together from now on,” said Mr. Hashimoto.
© Source travel watch
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