Hotels change with the times. (Special Advertising Section: Hotels and Travel).

Japan's rapidly changing hotel industry is gearing up for an influex of business and leisure travelers. Providing luxury amenities and an expanding array of services, cutting edge hotels now cater to the individual's every need and desire

THE HOSPITALITY BUSINESS HAS changed dramatically over the past two years. We have witnessed a volatile global equities market, continued economic recession in Japan, a stagnant US economy and fearful terrorism. The past twelve months have provided a glimpse of what may be a fundamental reshaping of travel patterns, which has also had the effect of driving more competitive services in the hospitality industry.

Business travel, long the main revenue source of hotels, has been severely reduced since the events of 9/11 in the US. Group business has been particularly hard hit as companies tighten expenses, and international inbound travel has also declined. Hotels are vying for a limited pool of customers, requiring hotel management to focus more on attracting and retaining customers.

THE STRINGS HOTEL TOKYO, a member of ANA Hotels International, opening May 20th, will offer the luxuries and services needed to attract guests from Japan and abroad. The hotel, being built in the redevelopment on the east side of Shinagawa Station , will be conveniently located near many major Japanese corporations. The facility is in the Shinagawa Grand Commons project and has five high-rise office buildings, several of which house Mitsubishi group companies. It is also adjacent to Shinagawa Inter-city.

It is no wonder, then, that the hotel knows how to provide guests with unparalleled comfort. The hotel features a Service Plus centralized guest service center, in-room broadband Internet access free of charge and 24-hour room service. Given the unique styling and atmosphere of the hotel, it is expected that many of these executives will be seeking not only an exclusive hotel, but also one that gives the air of club-like surroundings without being pretentious, says a Strings hotel spokesperson. "The spaciousness and light created by the 7-story atrium and the large indoor lake, coupled with truly personalized service and serenity found even in the public areas, gives a sense of seclusion and tranquility rarely found in a city hotel."

THE STRINGS HOTEL TOKYO boasts a business center (called C.H.A.T.S. and open 24 hours per day), a fitness room (open 24 hours per day), a steam room (open from 7am to 10pm), Chinese and French fusion restaurants and a banquet room.

The Pan Pacific Hotel Yokohama also prides itself on its reputation for luxury and amenities. The hotel has state-of-the-art technology, including high-speed Internet access in every guestroom, and assures comfort and enjoyment for both visiting executives and pleasure travelers alike.

Tokyu Hotels offer four premium hotel brand concepts. First and foremost, the basic Tokyu group hotels promise a full range of luxurious services. Next, for guests who are looking at luxury and intricacy in terms of room and services, the hotel highly recommends its Excel or Inn group hotels. "The comfort rooms and ladies room offer not only a very laidback, cozy and stylish ambience for the guests, but also promote environmental awareness through the green coin system," says International Sales & Promotion Manager, Mr. Shoichiro Kudo.

"For an escape from the hustle and bustle of the city, the Resort group hotels is a luxurious getaway -- a deluxe and relaxing environment."

Comfort and hospitality is what Tokyu Hotels aims to do best. "We have undergone a facelift in our rooms, banquet halls, business centers and IT facilities. Above all, we are an environmentally conscious team, thus we believe we will achieve customer satisfaction," says Mr. Kudo.

Traditionally, hotels have had strong control over how they sell their product. With the growing popularity and use of the Internet as a sales channel, absolute control over sales and pricing has become increasingly difficult, with savvy e-mediaries grabbing market share and commodifying the hotel buying experience. Experts anticipate that online reservations for hotels will grow from an estimated $6 billion in 2002 (up from $4.1 billion in 2001) to nearly $8 billion in 2003.

The challenge is to manage this growth through an effective Internet sales strategy that addresses the impact on the customer experience, the transparent nature of pricing over multiple channels and the increasing cost of reservations delivery.

THE STRINGS HOTEL TOKYO places great importance on the Internet as a source of information about the services and facilities they offer. "A comprehensive, bilingual and user-friendly site is now under development, with short download times and easy navigation as the key considerations," says the Strings spokesperson. "The end product will provide instant online reservations and detailed information on the hotel and surrounding area." In addition to the detailed www.stringshotel.com site, the hotel is also featured on the ANA Hotels corporate Web site (www.anahotels.com).

Hotels have seen changes in the global travel market, but are now looking to grow in several areas in 2003, thanks to measures to counter security threats and efforts to increase the general comfort of guests. "With our proximity to major corporations, along with the autumn 2003 opening of the new Tokaido Shinkansen (bullet train) station, the hotel expects to see large numbers of both domestic and international business clientele," says the Strings spokesperson.

The safety and security of guests is a top priority at THE STRINGS HOTEL TOKYO. The hotel's public areas are all located on the 26th floor and can only be accessed by three express elevators. The movement of non-registered guests is further restricted through the use of special security around the elevators leading to the upper levels, with guests having to use their electronic room key to access the guest room elevator lobby. In addition to these precautions, the hotel has a comprehensive Crisis Management program.

The Pan Pacific Hotel Yokohama has already seen changes in their clientele, playing host to a wider range of generations and more foreigners attending international conferences and shows. "We forecast growth of room sales from the wider Tokyo area and elsewhere, particularly Western Japan," says Marketing Manager Mr. Akimoto.

"Our hotel will work closely with the local community and express itself as a landmark of a true urban oasis, Yokohama. We must be flexible enough to create attractive products that feature the distinctive new character of the Minato Mirai area and meet our market needs as well."

Tokyu Hotels anticipates growth due to both its branding improvements and the efforts of the Japanese government. Last April, two of their domestic hotel chains merged to form four premium brand concepts, all under the name Tokyu Hotels. This consists of 59 domestic hotels (with approximately 15,000 rooms) nationwide, from Hokkaido to Miyakojima.

"We are confident that our new hotel branding concept can be easily differentiated by the individual style and services, and can be easily distinguished not only by our existing guests, but also by new, potential guests, "says Mr. Kudo.

At present, with 280,000 registered members at their hotel, they are expecting to draw more members from further improvements in customer service and satisfaction. "Also, with the Government's efforts in promoting the Visit Japan Campaign (VJC), we will be seeing more visitors, both business and leisure travelers," Mr. Kudo adds.

No doubt THE STRINGS HOTEL TOKYO, the Pan Pacific Hotel Yokohama and Tokyu Hotels will continue to provide more unique and luxurious services for their guests. When the worldwide travel industry rebounds, these hotels should be in position to reap the benefits of their abiding excellence in hospitality services and facilities.