—In an era of increasing hotel diversification, we propose a new value proposition for your stay.—

June 12, 2026

ALMIGO corp.(Head Office: Minato-ku, Tokyo; CEO: Toru Takeuchi; hereinafter referred to as “our company”) has added “collection” and “Creek” to its hotel brand lineup, “ORO hotels”.

 

 

In recent years, the values ​​expected of hotels have changed significantly.
Previously, accommodation functions and quality were the criteria for choosing a hotel, but now they have evolved into places that propose relationships with the local community and even a way of life itself.
At ORO hotels, we operate facilities with condensed concepts born from our unique value standards, but we will develop our existing ideas and create a new brand category that proposes even more diverse accommodation styles.

 

 

 

■ Changing trends surrounding hotels

Hotels have evolved from places that provide safe and comfortable stays to places that express individual values ​​and lifestyles.
In recent years, there has been a growing interest in accommodations that allow guests to experience the unique culture and stories of a place, rather than offering standardized services.
Against this backdrop, the global hotel industry is seeing a rapid expansion of “collection brands,” which share brand networks and booking platforms while leveraging the individuality of independent hotels.
At ORO hotels, we are developing a new brand category that reflects this trend, based on the shared philosophy of “Journey of Discovery.”

 

■A Collection that Immerses You in the Philosophy of Each Facility

Collection brings together accommodations that express their unique character rooted in their respective regions.
By staying at these facilities, you can strongly feel the local environment, the background behind the creation of the facility, and its story as a unique and unparalleled philosophy.
Like reading a novel, this brand allows you to immerse yourself in a travel experience that can only be found there.

 

◾ A Creek that lives from the perspective of local life

Creek is a lodging brand that offers stays that allow you to immerse yourself in the daily life of the place.
It’s not just about visiting tourist spots; it’s about walking around town, visiting local shops, and experiencing the local way of life.
Creek offers lodging experiences that are not limited to the form of building, such as hotels, private rentals, and villas, but rather utilize the unique characteristics of each location and building.
Just as a creek flows gently through towns and nature, we connect travel and daily life, offering rich experiences unique to each region.

 

【Contact】
ALMIGO corp.
E-mail：info@almigo.jp
HP：https://www.almigo.jp