Thailand-based Cross Hotels & Resorts has slowly built up its brand and now boasts 21 hotels in Southeast Asia. That number is set to increase by seven properties after the company reached a master franchise agreement with AB Accommo that will see the brand enter Japan.
“Taking our business and brands into the prized Japanese hospitality marketplace is a watershed moment for Cross Hotels & Resorts. This agreement to franchise our brands into the Japanese market speaks volumes for the work we have done to define our branding and distribution value proposition and the manner in which our partners have embraced it,” Kent Davidson, Cross Hotels & Resorts Managing Director, explained.
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The first hotel is located in Okinawa and will be operated under Cross Hotels & Resorts’ Away brand. Situated on Kouri Island, the boutique resort will provide guests with splendid views of the East Sea when it opens in July of this year.
Cross Hotels & Resorts will eventually have 844 rooms in Japan under the agreement with AB Accommo. The seven new hotels will be located throughout the country and are scheduled open over the next four years.
“Franchising with Cross Hotels & Resorts gives us the opportunity to have our products sold under the best brands and distribution channel in the region,” Yuji Abe, Chief Executive Officer of AB Accommo, stated. “While this agreement opens up a world of opportunities for us, it also opens up Kouri Island and the other 150 islands that form the Okinawa archipelago to the Cross Hotels & Resorts family of global travelers.”
AB Accommo currently operates 26 hotels in Japan and works with several leading developers including Nikken Housing, the owner of Away Okinawa Kouri Island Resort. In addition to its home base of Thailand, Cross Hotels & Resorts operates hotels in Vietnam and Indonesia.
