The RIHGA Royal Hotel Osaka is a hugely important asset in the IHG Hotels & Resorts portfolio in Japan. First opened in 1965 and located in the culturally rich area of Nakanoshima, the property has long been a destination for generations of visitors from across Japan and internationally, as well as being a favourite of members of the Japanese Royal Family.

​With over 1,000 rooms and more than 20 restaurants and bars, it was a massive acquisition for US and Canada-based investment fund manager BentallGreenOak (BGO) in 2023. With a desire to reaffirm the property’s hospitality leadership in Osaka and Japan, BGO brought in IHG to manage the property and brought in Eat to develop a refreshed, confident brand positioning, visual identity and experience. The property would be IHG’s first Vignette Collection property in Japan so expectations for its performance are high. ​

We began our partnership with an extensive immersion and research phase. This included site visits, customer and competitor research, guest journey mapping, and stakeholder engagement to identify initial opportunities for the property. Our aim was to reveal a story that supported the hotel’s legacy and history while also offering something new and different to audiences. ​

That story focused on the property’s immediate access to unique cultural experiences in the heart of Osaka and unparalleled location along the waterways of Nakanoshima. By making the property a cultural destination in and of itself, the RIHGA Royal Hotel Osaka is now indelibly tied to the movement and flow of the city, making it a center-point for cultural evolution in Japan’s second largest city. ​

We blended that story into the look and feel of the property. Sitting between the Dojima and Tosabori rivers, the RIHGA Royal Hotel Osaka looks on at the ebb and flow of ideas and the passing of time. A sense of water and movement has been carried through to the interior design, something we brought into every touchpoint and piece of branded material in the property. ​

We've now taken this theme further, developing unique experiences for guests that spark feelings of excitement or relaxation - from music being played and kobu tea served on arrival, to a new bar offer with stunning views of the river, to an expanded art collection that champions local talent. We are also working closely with hotel staff, helping them understand and connect with the evolved story of the property and inspiring a desire to deliver exceptional service for their guests. ​

As the RIHGA Royal Hotel Osaka reopens to Japan and the world in April 2025, we continue to support their teams to make sure the experience is nothing less than captivating. ​