TOKYU HOTELS Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Jun Murai) has signed a soft brand agreement with the international hotel chain Pan Pacific Hotels Group on August 25, 2022 for BELLUSTAR TOKYO and HOTEL GROOVE SHINJUKU, which are scheduled to open in Shinjuku, Tokyo in spring 2023. Katsushi Nishikawa will be appointed General Manager of both hotels.

The two new hotels that we will be operating, BELLUSTAR TOKYO and HOTEL GROOVE SHINJUKU, are scheduled to open in the spring of 2023 at Tokyu Kabukicho Tower, a super-high-rise complex that will be one of the largest in Japan* and is scheduled to open in April 2023 by Tokyu Corporation and Tokyu Recreation Co., Ltd.

BELLUSTAR TOKYO is a luxury urban resort where you can enjoy a special space away from the hustle and bustle of life.
The guest rooms located on the 39th to 44th floors feature interiors that incorporate traditional Japanese culture and offer outstanding views of Tokyo below from approximately 7-meter-wide windows. The 45th floor has a dining space including a restaurant with an astounding view from a three-story atrium, and the 47th floor has a spa where you can experience the blessings of the Japanese land and the four seasons while enjoying a spectacular view.
Not only will you stay overnight, but we will also provide you with the ultimate experience that includes memorable culinary experiences and the ultimate relaxation.

HOTEL GROOVE SHINJUKU is a lifestyle hotel that will not only let you bask in the afterglow of the excitement and joy you experienced at the entertainment facilities in the tower, but will also be your base for enjoying the town of Kabukicho to the fullest. The guest rooms, located on the 20th to 38th floors, are characterized by their ease of use and comfortable space that makes you feel like you're in your own room. The 17th floor will be a social space that connects the people of the town with travelers, and will feature a restaurant and bar operated by the hotel, as well as an open terrace and party room.

The "soft brand agreement" to be concluded with Pan Pacific Hotels Group (Headquarters: Republic of Singapore, CEO: Choe Peng Sum) is the first of its kind for the Pan Pacific Hotels Group, and will realize operations that flexibly adapt the know-how that the company has cultivated to the global standard structure of an international hotel chain. With BELLUSTAR TOKYO as the Pan Pacific brand and HOTEL GROOVE SHINJUKU as the PARKROYAL brand, the agreement will enable us to take full advantage of the brand power that the Pan Pacific Hotels Group has established in Asia and other global markets, and to make the most of its sales, marketing, membership organization, and other networks. With the multifaceted support system of the Pan Pacific Hotels Group, we will carry out promotional activities at nine sales offices around the world, exhibit at trade shows held around the world, establish personnel exchange programs, and conduct marketing activities including utilizing loyalty programs, with the aim of expanding our sales network in the global market and increasing our presence and brand recognition.

The general manager of both hotels will be Nishikawa Katsushi, who has held key positions in domestic and overseas hotels of foreign hotel chains for nearly 40 years. After graduating from university, he worked for a travel agency before starting his career as a hotelier in Malaysia, where he has more than 20 years of experience since serving as general manager in 2000. He will take charge of the hotel operations, utilizing his extensive knowledge and the international sensibility he has cultivated over many years of working overseas.

*Over 200m in height, including hotels and entertainment facilities (cinemas, theaters, live music venues, etc.)
Survey of major tourist cities in Japan for complex facilities Survey period: March 2022 (ESP Research Institute, Inc.)

We hope that the stay and experience at the hotel will make our guests shine and lead them to a beautiful future, so we combined the Latin words "BELLUS" and "STAR" to create the hotel's name "BELLUSTAR," meaning "a beautiful, shining star." The logo represents a twinkling star within a golden spiral, which is said to be the most beautiful curve.

We have incorporated this idea into our new hotel brand, "GROOVE," which means attractive music, so that our guests' stay will be filled with an "uplifting feeling" that is in harmony with the various entertainment facilities and the town of Shinjuku and Kabukicho. The logo expresses the rhythm of Shinjuku in the form of a record, and the diversity and various encounters that this town has in the form of various colors.

The company operates 49 hotels nationwide, including TOKYU HOTEL, EXCEL HOTEL TOKYU, TOKYU REI HOTEL, and PARTNER HOTELS.