Polaris Holdings and Minacia, which merged in December 2024, has completed the integration of its three original brands – Koko Hotels, Hotel Wing International, and Tenza Hotel – under a unified hotel name, Koko Hotels.
This brings the chain to 63 hotels with 9,489 rooms across Japan, also pushing Koko Hotels into the top 10 domestic hotel brands in the country by scale.
To signify the brand concept is their ‘Here Discovery Begins’ campaign, which includes new brand visuals and a host of new services.
Targeting the senses, guests at all Koko properties will smell the distinct brand scent with notes of white pepper, white roses and green citrus fruit when they check in. A Taste of Japan Dashi Amenity lets guests taste the essence of Japanese ‘umami’, with five regional blends including Hokkaido, Kansai and Kyushu.
To enhance the stay, all guests may borrow an eco-bag for the course of their stay, and make use of the ‘tripla guide’, and AI-powered chat mobile service dispensing details such as checkout times and in-house facilities, to rental items, restaurants and local sightseeing options.
“Hotels can no longer differentiate themselves solely on being clean, new, well-located, or reasonably priced. Instead, conversations, services, and local
attractions are equally as important,” said Yohei Taguchi, President and CEO at Polaris Holdings.
“While safety and security remain fundamental, we are prioritising local discoveries and human connection for our guests.”
In the pipeline, a new brand called Koko Stay is set to be launched, plus 12 new hotel openings across the Koko Hotel, Koko Hotel Premier, and Koko Hotel Residence brands by 2Q 2028.