Sono International Expands to Japan with First Hotel in Nagoya

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Korean hospitality group Sono International is rapidly expanding its global footprint, most recently with a new property in Nagoya, Japan. This move, alongside acquisitions in the US, France, Hawaii and Southeast Asia, signals broader trends reshaping the international hospitality landscape as Asian hospitality groups challenge the dominance of Western brands.

Why it matters

The expansion of Sono International reflects a growing trend of Asian hospitality groups seeking international recognition and market share. This is driven by factors like increasing disposable incomes in Asia fueling outbound tourism, as well as Asian brands' deep understanding of service excellence and cultural nuances that appeal to a diverse global clientele.

The details

Sono International's strategy centers on both organic growth and strategic acquisitions, exemplified by its 2024 purchase of Cross Hotels & Resorts to bolster its presence in Southeast Asia. The company plans to add 11 more hotels in Asia by 2029, with a focus on markets like Hanoi and Kuala Lumpur. The reopening of the Compass Hotel Nagoya as SONO Moon Nagoya also highlights the importance of business hotels in the evolving hospitality landscape, as modern travelers seek accommodations that blend business and leisure.

• Sono International's first foray into international operations was the Sono Belle Hai Phong in Vietnam in 2019.
• Sono International plans to add 11 more hotels in Asia by 2029.
• SONO Moon Nagoya is scheduled to reopen in July after renovations.

What’s next

SONO Moon Nagoya is scheduled to reopen in July after renovations.