Solare Hotels & Resort Co., Ltd will farewell founding President & CEO, Tony Virili and welcome new President & CEO, Mr Kentaro Ujiie on 31 October.
Japan’s Hotel Operating Company Solare Hotels & Resorts announced today that Solare will farewell founding President & CEO, A. G. (Tony) Virili and welcome new President & CEO, Mr Kentaro Ujiie on 31 October. Solare is Japan’s most progressive business and leisure hotel and resort chain and the impending change of guard heralds the end of a golden era for Virili, who has been instrumental in driving the brand’s success.
With innovations including global standard financial reporting systems, revenue management techniques, dedicated inbound sales teams and performance-based remuneration policies, all considered highly innovative for Japan at the time, Virili’s most significant achievement was perhaps the massive rebrand he spearheaded for the group in 2004-06.
It was an exercise that saw the group’s core brands repositioned under the Solare umbrella, involved a ¥5.4billion refurbishment program plus the construction of 22 Chisun inns, adding more than 2,000 rooms to the market.
Solare’s Loisir Hotel brand also was launched and the new Healing Oasis, Loisir Spa Tower Naha, fast became Okinawa’s most luxurious city resort.
The group’s diversified strategies included the franchise of iconic brands such as Marriott, Mercure, Nikko and Sheraton.
Virili, who was at the helm during three of the industry’s most devastating events, the 2007 global financial crisis, the 2009 influenza outbreak, and the Great East Japan Earthquake of 2011, oversaw measures to protect Solare from a slowdown in investment and the explosive shift from real travel agent bookings to online distribution channels in 2011.
In a strategic move he took the opportunity to drive Solare’s expansion via third party management, franchising, and an associate hotels program – an initiative allowing independent hotels to operate under their own brands, but with the added connectivity of Solare’s online distribution and sales network; a model that provides incremental revenue immediately and without the need for major capital outlays to rebrand.
“Think of a hybrid between an OTA and RoomKey.com. We want an online distribution portal where hotel groups not competing in each other’s market can add value, by offering to their own guests, particularly loyalty program members, direct connectivity in the form of a real time bookable inventory of associate hotels” says Virili.
Virili anticipates good things from successor, Kentaro Ujiie. “After close to a decade of ongoing market challenges, I leave the company knowing Solare has stability. Mr. Ujiie’s experience and qualifications means our position as Japan’s most diversified national hotel chain will only continue to strengthen.”
Ujiie, the former President & CEO of TSE-listed PGM Holdings KK, Japan, one of the largest golf course owners/operators, has served on Solare’s Board for many years and will be supported by deputy presidents, Hiroyuki Oki and Tadashi Inoue. It is, according to Virili, a powerful and vibrant young team.
Ujiie says “Solare’s business model is very dynamic and my focus will be on the continued innovation and diversity of the group’s offerings, in line with the changing needs of the market”.
“I congratulate Mr Virili on an outstanding tenure with Solare and look forward to continuing his good work. As a group we remain committed to providing our guests with the same high-value-added experiences Solare has become renowned for.”
Solare will introduce its current hotel chain initiatives at the JATA Tourism Forum & Travel Showcase 2012 at Tokyo Big Sight September 21–23.
Photo: The outgoing CEO, Tony Virili
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
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