Cross Hotels & Resorts has penetrated into the Japanese market in a master franchise agreement with AB Accommo Company Limited.

The company anticipates a rewarding future initially with seven properties with a total of 844 keys within four years.

The first property will be called Away Okinawa Kouri Island Resort, scheduled to open in July 2021. Kouri is a tranquil island connected to the main Okinawa island by a two-kilometre sea bridge and is recognized as the gateway between mainland Japan and the tropics.

"This agreement to franchise our brands into the Japanese market speaks volumes for the work we have done to define our branding and distribution value proposition and the manner in which our partners have embraced it," said Kent Davidson, Managing Director, Cross Hotels & Resorts.

"While this agreement opens up a world of opportunities for us, it also opens up Kouri Island and the other 150 islands that form the Okinawa archipelago to the Cross Hotels & Resorts family of global travellers,” said Yuji Abe, Chief Executive Officer of AB Accommo.

"Japan has one of the largest increases in international tourist arrivals in addition to very strong domestic travel. AB Accommo brings not only a strong operating platform with an existing 26 hotels but also a proven track record of cooperation with some of the leading investors and developers in Japan. Away Okinawa Kouri Island Resort is owned by Nikken Housing Co., Ltd. We are extremely excited to introduce our brands to Japan and about this strategic partnership with AB Accommo,” said Jens O. Reichert, Chief Development Officer, Cross Hotels & Resorts.

Cross Hotels & Resorts currently operates 21 hotels across three distinct brands – Cross, Cross Vibe and Away – in Thailand, Vietnam and Indonesia.

“With the signing of Away Okinawa Kouri Island Resort we have brought to fruition our stated aspiration to grow our brands in the best markets in the Asia region. I would like to congratulate my colleagues here and in Japan for their hard work in making this a reality. The Away brand emphasizes the strength of our capabilities, our growth and our commitment to help our owners identify their product position in the marketplace,” said Harry Thaliwal, CEO of Cross Hotels & Resorts.