Seibu Prince Hotels strengthens global expansion strategy with rebrand, integrated loyalty program and new digital touchpoints

Seibu Prince Hotels strengthens global expansion strategy with rebrand, integrated loyalty program and new digital touchpoints

Amidst ambitious plans to solidify itself as an international hospitality powerhouse, Seibu Prince Hotels Worldwide today announces a brand refresh to strengthen its global operations and enrich the end-to-end guest journey. This evolution, comprising of a streamlined brand identity, a consolidated membership program and enhanced user experiences, will begin to roll out in April 2024. Demonstrating the company’s ongoing mission to popularize omotenashi, a Japanese style of hospitality based on anticipating needs and exceeding expectations, this brand transformation will make it more effortless and rewarding for guests to explore and engage with the brand’s collection of properties.

Seibu Prince Hotels Worldwide’s brand transformation will come to life through the several key initiatives:

A Unified Brand Identity

Seibu Prince Hotels Worldwide currently operates four hotel brands: The Prince, Grand Prince Hotel, Prince Hotel and Prince Smart Inn. It operates six additional brands through its international subsidiary StayWell Holdings and acclaimed hotels and golf courses through Prince Resorts Hawaii. Starting April 2024, the company’s entire family of properties will come together under a single brand: Seibu Prince Hotels & Resorts. As the company expands in new markets, the unified brand will bolster consumer recognition and more effectively communicate its commitment to delivering unique, best-in-class hospitality across the breadth of its portfolio.

Building a Global Community

In April 2024, the company will merge its current membership offerings into a united loyalty program – Seibu Prince Global Rewards. The new program will bring unprecedented value as guests earn and redeem points, achieve elite membership status and receive exclusive benefits, no matter where in the world they are. Members can earn one point for every 110 Japanese yen spent. Points can be both earned and used at Seibu Prince Hotels & Resorts around the world, as well as retail outlets, railways and recreational facilities operated by Seibu Group, such as luxury shopping complex Karuizawa Prince Shopping Plaza and amusement park Yokohama Hakkeijima Sea Paradise. Whether members are staying at Seibu Prince Hotels & Resorts in the United States or visiting attractions in Japan, the new loyalty program will introduce additional flexibility and opportunities to accumulate points and redeem them for overnight stays, culinary discoveries and other experiential offerings.

With four levels of membership – Blue, Gold, Platinum and Diamond – guests can continue to attain elite member status and unlock greater perks as they advance to higher tiers. Membership status will be determined by medals, which are earned through annual spending at the brand’s global collection.

Simplifying the User Experience

Seibu Prince Hotels & Resorts will launch a new website, integrating its assortment of properties across multiple brands and subsidiaries under one comprehensive and intuitive destination. Featuring fresh and cohesive brand visuals, as well as optimized website design, travelers will find it easier than ever to browse and book stays at the brand’s 86 hotels and resorts around the world. The new platform will launch with an enhanced booking engine combining the current reservation infrastructures in Japan and abroad into one centralized system, which will simultaneously deliver improved performance and efficiency for consumers and strengthen the company’s internal sales and marketing capabilities.

The consumer experience will continue to evolve with the debut of a mobile app, also slated for launch in April 2024. The mobile app will allow Seibu Prince Global Rewards members to check progress on loyalty status and take advantage of membership benefits when visiting the brand’s global portfolio, all at the touch of their fingers. A reflection of Seibu Prince Hotels & Resorts’ strategic growth strategy, this brand refresh is a milestone for the legacy hospitality company, which has welcomed travelers since 1956. Since building a loyal following of guests in Japan over generations, the company recently announced goals to build an intercontinental network of 250 properties and distinguish itself as a global hospitality leader. The forthcoming enhancements are a thoughtful step forward as it coheres consumer touchpoints to prime itself for a worldwide audience.

Seibu Prince Hotels Worldwide Inc.

Based in Tokyo, Seibu Prince Hotels Worldwide is a pioneering company in the global hospitality industry since its inception in 1956. The company and its subsidiaries operate Seibu Prince Hotels & Resorts, a collection of hotels, resorts, and leisure travel destinations in four continents. Its portfolio encompasses 86 properties across 10 brands, including luxury brands The Prince and The Prince Akatoki; the upper-upscale Grand Prince Hotel, Park Regis by Prince and Policy; refined lifestyle concepts Prince Hotel and Park Regis; and midscale brands Prince Smart Inn, Park Proxi and Leisure Inn. Seibu Prince Hotels & Resorts provide the highest quality of service rooted in omotenashi, a Japanese style of hospitality characterized by warmth, sincerity and attention-to- detail. For more information, please visit

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