In a strategic move to capture a larger share of the international travel market, Hotel Okura Co., Ltd. has announced a significant enhancement of its ‘One Harmony’ loyalty program. This initiative comes as the prestigious Japanese hotel group accelerates its global expansion, with a growing portfolio of properties under its Okura Hotels & Resorts, Nikko Hotels International, and Hotel JAL City brands.
The Strategy: Loyalty as a Global Gateway
The decision to bolster the ‘One Harmony’ program is directly tied to the company’s ambitious international growth. With recent and upcoming hotel openings across key markets in Asia and the Middle East, Okura Nikko Hotels aims to create a seamless and rewarding experience for its guests worldwide. By strengthening its loyalty program, the group is not just rewarding repeat customers but is also building a powerful tool to attract new international travelers who might otherwise opt for major Western hotel chains.
This focus on loyalty is crucial in today’s competitive landscape. A robust program helps in building a direct relationship with guests, gathering valuable data on their preferences, and ultimately, fostering brand allegiance that transcends borders.
Background: A Legacy of Japanese Hospitality Goes Global
Founded in 1958, Hotel Okura has long been synonymous with omotenashi, the uniquely Japanese philosophy of wholehearted hospitality. While deeply rooted in Japanese tradition, the group has successfully expanded its footprint across the globe.
Today, Okura Nikko Hotels operates approximately 80 properties worldwide. The ‘One Harmony’ program, which serves as the unified loyalty platform for all its brands, boasted over 1.7 million members as of 2023. This enhancement is designed to better serve this growing and increasingly diverse international membership base.
Future Outlook and Impact
For the Global Traveler
Travelers can expect a more integrated and valuable experience. The enhanced program is anticipated to offer more personalized benefits, easier point redemption across its global network, and exclusive perks tailored to international visitors. For those seeking authentic Japanese hospitality, whether in Tokyo or a new destination like Manila or Phnom Penh, ‘One Harmony’ will serve as a consistent key to a high-quality stay.
For the Hotel Industry
Okura Nikko’s move signals a broader trend of Asian-based hotel groups aggressively competing on the global stage. By leveraging their unique cultural appeal and coupling it with a world-class loyalty system, they are challenging the long-held dominance of American and European hotel giants. This will likely spur further innovation and competition in loyalty programs across the industry, ultimately benefiting the consumer.
Okura Nikko’s Ambition
This initiative is a critical component of Okura Nikko’s long-term vision. The group has previously stated its goal of expanding its portfolio, with a strong focus on Asia and the Middle East. The strengthened ‘One Harmony’ program will be instrumental in ensuring the success of these new properties by driving occupancy and building a loyal customer base from day one. As the world of travel continues to rebound and evolve, Okura Nikko Hotels is positioning itself not just as a Japanese hotelier, but as a truly global hospitality leader.
