Brand asset renewal of an iconic hotel in Osaka with 85 years of tradition. Redefined core brand definition and activated new brand strategy.

Background

Rihga Royal Hotel is a traditional hotel that has been in business for over 80 years, with significant changes in the external market environment since it was founded. Customer insights/preferences and available alternatives to Rihga’s hotel dramatically changed during this time. In an increasingly competitive hotel market in the Kansai region with many new global and local hotel brands being established, it was necessary to understand the unique value that Rihga Royal Hotel could offer and how it could best serve the needs of its loyal customers.

Process

Rihga Royal Hotel has a wide range of businesses in addition to accommodation, including food and drink outlets, bridal services and banquets. Our initial research focused on developing a deep understanding of the customers in each of Rihga Royal Hotel’s businesses. Through this process, we discovered that the unique brand value offered by the Rihga Royal Hotel brand was shared across its various businesses. Based on this brand value, we evolved and verified the new service concept for each business that would exceed the expectations of Rihga’s loyal customers while staying true to the original history of the brand. The new service concept informed design planning for various elements of the hotel experience, such as the main lobby, uniforms, hall fragrance and many other facility renewals for the hotel’s 85th anniversary in January 2020.

‍

Result

In time for the 2019 G20 Osaka Summit, the new brand strategy was implemented across the hotel including the renovation of the lobby with a luxurious rug over 20 meters long, inspired by the original version from 85 years ago. In January 2020, for the 85th anniversary, Righa renewed the uniform with the key message "NEW RIHGA NEW ROYAL". Moreover, the director changed uniforms for the first time in 30 years, the bellboy and bellgirl for the first time in 12 years, and the front staff for the first time in 6 years.