Marriott International, one of the world’s leading hospitality companies, has announced the launch of its new brand, ‘Series by Marriott,’ in Japan. The first hotel under this new collection will be the ‘Sugata Hotel Osaka Shinsaibashi, a Series by Marriott,’ set to open its doors in April 2024 after rebranding an existing property. This strategic move signals strong confidence in Osaka’s booming tourism market and offers a new, exciting option for travelers visiting the Kansai region.
A New Era for Unique Stays: What is ‘Series by Marriott’?
‘Series by Marriott’ is what is known in the industry as a “collection brand” or “soft brand.” Unlike standardized hotel brands, a collection brand allows distinctive, independent hotels to join the Marriott portfolio while retaining their unique character, name, and identity.
For travelers, this is the best of both worlds. Guests can enjoy an authentic, locally-inspired hotel experience that reflects the culture of its destination, while also benefiting from the trusted standards, service, and loyalty program—Marriott Bonvoy—of a global hospitality leader. The ‘Sugata’ hotel in Shinsaibashi will be a prime example, offering a one-of-a-kind stay in the heart of Osaka.
Why Osaka? The Perfect Launchpad for a New Brand
Marriott’s choice of Osaka for its Japanese debut of the ‘Series’ brand is a calculated and telling decision, rooted in the city’s powerful tourism resurgence and its promising future.
A Booming Hub for International Tourism
Japan’s tourism industry has seen a phenomenal recovery. According to the Japan National Tourism Organization (JNTO), the number of international visitors to Japan in 2023 reached over 25 million, recovering to approximately 80% of pre-pandemic levels. Osaka, in particular, has been at the forefront of this revival, proving to be a magnet for global travelers.
The location of the new hotel in Shinsaibashi is no coincidence. This district is the vibrant epicenter of Osaka’s shopping, dining, and nightlife scenes, offering visitors an immersive urban experience. Its excellent connectivity also makes it an ideal base for exploring the wider Kansai region, including Kyoto, Nara, and Kobe.
Gearing Up for the World Stage: Expo 2025
The timing of this launch is strategically aligned with the upcoming Expo 2025 Osaka, Kansai. Scheduled to be held from April to October 2025, the international exposition is projected to attract an estimated 28.2 million visitors from Japan and around the world. This massive event is creating a surge in demand for high-quality and diverse accommodation, and Marriott is positioning itself to meet that need.
The Future Impact on Travel in Kansai
The arrival of ‘Series by Marriott’ is set to make waves in the Kansai hospitality landscape.
More Choices for Travelers
For visitors, this means more diverse and appealing lodging options. The brand will particularly attract travelers who have outgrown cookie-cutter hotel rooms and are seeking more authentic experiences, without wanting to sacrifice the perks and reliability of a major loyalty program like Marriott Bonvoy.
A Catalyst for the Hotel Industry
Marriott’s move is likely to spur further competition and innovation. Other international hotel chains may accelerate the expansion of their own collection brands in Japan. This could also encourage more independent Japanese hotels to partner with global brands, ultimately elevating the quality and variety of accommodation available across Osaka and the entire Kansai region.
In conclusion, the launch of ‘Sugata Hotel Osaka Shinsaibashi, a Series by Marriott’ is more than just a new hotel opening; it’s a powerful endorsement of Osaka’s status as a world-class travel destination. For anyone planning a trip to Kansai, the future of your stay just got a lot more interesting.
