The expansion includes four new flagship properties in Japan, namely NOT A HOTEL TOKYO, NOT A HOTEL RUSUTSU, NOT A HOTEL MIURA and NOT A HOTEL SETOUCHI.
Additionally, the company plans to expand its existing locations in Kita-Karuizawa and Aoshima, Miyazaki Prefecture. These expansions include new facilities and the extensive renovation of existing rooms.
Several upcoming NOT A HOTEL projects have recruited some of Japan’s biggest names for creative direction. Yoko Shibata, Ryu Kosaka and Masamichi Katayama will be working on the design and wellness concepts for the hotels.
The Tokyo flagship hotel will be directed by Nigö, current artistic director of Kenzo and founder of acclaimed streetwear brand A Bathing Ape.
The startup has also secured 5.5 billion yen (USD$35 million) in a series B round of funding to support NOT A HOTEL, estimated to generate 100 billion yen (roughly USD$638 million) in sales in the next two years.
Founded four years ago, NOT A HOTEL has reached a cumulative contract volume of 22.7 billion yen since launching. Nine locations have been launched and opened, with more in the pipeline.
The NOT A HOTEL project is focused on broadening its international appeal to overseas customers, with the hotelier noting that 30% of its inquiries are now coming from overseas.
NOT A HOTEL’s expansion marks a significant development in Japan’s luxury hospitality sector. By blending Japanese tradition with contemporary design and collaborating with world-class creators, the company aims to offer unique experiences that appeal to domestic and international high-end travellers.
NOT A HOTEL offers high-end villas with the concept of “your home around the world”. This ambitious project promises to revitalize the luxury villa market and presents innovative ways to showcase Japan’s diverse tourism resources.
