Polaris to Merge Hotel Brands Under Koko Hotels Banner

MT Newswires Live

2025/07/15

Polaris Holdings (TYO:3010) said it will integrate its Hotel Wing International and Tenza Hotel brands--currently operated by subsidiary Minacia--into its Koko Hotels brand, starting in September, according to a Tuesday filing on the Tokyo Stock Exchange.

The move follows Polaris's completed business integration with Minacia and is aimed at boosting synergy through a unified brand strategy. The rebranding will increase the number of KOKO HOTELS properties to 63 from 25, expanding its room count to 9,489 from 4,504.

Polaris said the integration will enhance brand recognition, support the development of a loyalty program, and improve marketing efficiency.

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