RPHS Launches The Royal Park Hotel Iconic Osaka Midosuji, a New Bleisure Hotel in Osaka’s Business Area

Japan, Osaka. April 28, 2020

Royal Park Hotels and Resorts Company, Ltd. (hereafter RPHS) has launched The Royal Park Hotel Iconic Osaka Midosuji, its second hotel in Osaka, bringing together Japanese charm and modern design elements. Over the next 5 years, RPHS plans to open six more hotels in Kyoto, Kobe, Nagoya, and Tokyo.

The new hotel forms part of the ICONIC brand, the flagship line of RPHS' "THE" series for premium limited service hotels. Targeting business and bleisure travelers the hotel features a total of 352 rooms including two executive floors with 48 rooms, restaurants, two gyms, English-speaking guest relations staff, executive lounge, and meeting facilities on the executive floor with complimentary two-hour usage. Visitors benefit from the new hotel being a part of the "Preferred Hotels & Resorts", the world's largest independent hotel group representing more than 750 distinctive hotels, resorts, residences and unique hotel groups across 85 countries.

It is located in the brand-new OBIC Midosuji building in the city's business district alongside the busy Midosuji street, one of Osaka's main streets. Being nearby various train stations makes it an ideal location for bleisure travelers who wish to visit Kyoto and other surrounding cities. As the OBIC Midosuji building is one of the tallest in the area and rooms and suites are located between the 16th and 25th floor hotel guests can enjoy exceptional views over Osaka.

Osaka is a city full of life and in 2019 Rough Guides named it one of the eight best places to visit. It is also known as the gourmet city of Japan, often sparking new trends. Midosuji district is home to some well-established restaurants, but also new and trendy venues some of which are in the same building as The Royal Park Hotel Iconic Osaka Midosuji.

"The OBIC Midosuji building is a special place for me", explained Masahiro Noda, Chairman and CEO of OBIC Co., Ltd. "A long time ago I promised my wife that one day I would have a building from where we can overlook the Osaka castle. This is now the OBIC Midosuji building in Osaka's Hiranomachi area, from where our business originally started. Having been a frequent guest at the Royal Park Hotel in Tokyo my experience has always been very pleasant which made it a natural choice to invite RPHS to set up its new Osaka hotel in our building."

Mr. Ken Echizenya, General Manager of The Royal Park Hotel Iconic Osaka Midosuji, shares that the hotel's aim is to be a home away from home. "Our wish is for our guests to feel like at their second home, meaning as relaxed and at ease and always happy to return. Osaka is one of Japan's most vibrant cities with a unique mix of business and tourism and in 2025 will host the World Expo for the second time. Osaka is the fastest-growing inbound tourism destination in Japan with more than 11 million foreign visitors in 2017, a five-fold increase from 2012."

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Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.