TOKYO Hotel Okura Co. Ltd. and its recently-acquired subsidiary, JAL Hotels Co. Ltd., are reorganizing their sales and marketing structures in an effort to build their brands beyond Japan.
The companies are adding six new sales offices in North America and Europe, joining existing offices in Denver and Amsterdam. The new locations are New York City, Los Angeles, London, Frankfurt, Paris and Moscow.
Okura and JAL intend to maximize business from every sector, including MICE and other group bookings, by exhibiting and participating in trade shows and industry conventions in various countries.
Additionally, the companies have contracted with The Private Label Co. LLC, a New York City-based sales and marketing firm specializing in the hospitality industry, to improve brand awareness abroad.
Okura and JAL became partner brands on September 30 when Okura acquired a majority share of the company from Japan Airlines International Co. Ltd.