Aman may have already turned a number of luxury travelers into “Aman addicts,” but the luxury hotel group is hoping to create a whole new cult following with the opening of Janu Tokyo this month.
The hotel, which debuted on March 13, is the first to open under Aman’s Janu flag. Named after the Sanskrit word for “soul,” Aman unveiled Janu as a more “vibrant” and “playful” sister brand in early March 2020, just before the pandemic began.
“The new brand presents a great opportunity to connect with a different audience,” said Anna Nash, Aman’s chief commercial officer. “And I see it as a great opportunity to appeal to what I call the ‘emerging Aman addict.’”
But rather than simply recreate the Aman experience, Janu’s concept aims to offer something unique.
While Aman’s 30-plus properties are generally known for their exclusivity and resort-like atmosphere, the Janu hotels are “a little more inclusive” and “more integrated with the community,” Nash said. For example, Janu Tokyo, part of the new Azabudai Hills development in central Tokyo, has eight food and beverage outlets open to the public as well as guests.
The brands will also differ from a design perspective. Janus favors color and pattern, a stark contrast to Aman’s more subdued aesthetic. And in terms of size, Janu hotels will have more rooms. Aman’s urban properties, including Aman Tokyo and Aman New York, both offer just over 80 rooms, while Janu Tokyo opened with 122.
Lastly, Janu is positioned at a more accessible price point, with Aman selling at around a 25% premium over its sister brand.
However, the two companies will share some key commonalities, including a focus on delivering improved service and enhanced wellness.
Janu Tokyo’s wellness facilities are centered around the 43,000-square-foot Janu Wellness Center, which features a gym, two pools, a boxing studio and two private “spa houses” – one featuring a traditional banya and the other with its own Turkish bath.
And like its big sister, Janu is poised to expand into resort and urban markets. According to Nash, Janu already has a “very strong pipeline” of 12 properties.
“We’re looking at destinations that will encourage guests to cycle through their travels, like Aman does,” Nash said, noting how Aman’s loyal customers try to “collect” stays at as many Aman-branded properties as possible.
“People are engaging with Aman, and there’s an ongoing love for the brand,” Nash said. “And I would like to think that it’s going to be an experience like Janu, where they want to continue to collect that experience.”
Aman and the Kingdom of Saudi Arabia have partnered on a 50-suite yacht to be launched in 2027. Photo courtesy of Aman
Aman on the sea
Launching a second brand isn't the only way for Aman to change its current status quo.
In 2021, the company announced plans to enter the cruise sector by launching Aman at Sea, a joint venture with Cruise Saudi Arabia, a Saudi Arabian-owned entity.
Currently in development, Aman at Sea is set to debut in 2027 as a 50-suite luxury ship that Aman says will differentiate itself by offering an experience “closer to a private superyacht.”
“We see this as an opportunity to connect multiple resorts, and we also want to look at doing things a little differently in terms of how we itineraries are structured and the ability to be flexible with arrival and departure dates rather than having set cruise dates,” Nash said, adding that Aman expects to provide itinerary details by the first quarter of next year.
In addition to its multiple dining options, the ship also features amenities such as an Aman Spa, a Japanese garden, and two helipads.
“We want to understand what it is that we need to do at sea, and where we can be really creative and put an Aman accent on it,” Nash said. “I think there are a lot of great lessons to be learned from both sides that can create something new.”
