Aman may have already converted legions of luxury travelers into “Aman addicts,” but the luxury hotel group is hoping to build a whole new cult following with the opening of Janu Tokyo this month.
The hotel, which opened on March 13, is the first hotel to open under the Janu flag in Aman. Aman, named after the Sanskrit word for “soul,” unveiled Janu as its more “lively” and “playful” sister brand in early March 2020, just before the pandemic hit.
“The new brand gives us a great opportunity to speak to a diverse audience,” said Anna Nash, Chief Commercial Officer at Aman. “And I think this is a great opportunity to appeal to the ‘rising Aman addict.’”
However, rather than closely mirroring Aman's experience, the Janu concept aims to offer something unique.
While Aman's 30-plus hotels are generally known for their upscale, resort-like vibe, the Janu hotel will feel “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 both the general public and guests.
Brands will also be different from a design perspective. Janus favors colors and patterns that stand in stark contrast to Aman's muted aesthetic. And in terms of size, Janu hotels have more rooms. Aman's urban hotels, including Aman Tokyo and Aman New York, both offer just over 80 rooms, while Janu Tokyo opened with 122.
Finally, Janu is positioned at a more accessible price point, with Aman commanding a premium of around 25% over its sister brands.
However, the two companies will still share some key commonalities, including a focus on enhanced service and enhanced wellness offerings.
Janu Tokyo's wellness facilities are based in the 43,000 square foot Janu Wellness Centre. The center features amenities such as a gym, two swimming pools, a boxing studio and two private “spa houses.” One features a traditional banya and the other features a spa house. Own hammam.
And like its bigger sisters, 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 really looking for destinations where we can encourage guests to go on circuits like Aman,” Nash said. possible.
“People connect with Aman and there is an enduring love for the brand,” Nash said. “And I like to think it will be the same experience for Janu. [in that] “They want to continue to gather those experiences.”
Aman and the Kingdom of Saudi Arabia have partnered to launch a 50-suite yacht in 2027. Photo credit: Aman
Aman of the sea
A second brand isn't the only way Aman is shaking up the status quo.
In 2021, the company revealed its plans to enter the cruise sector ahead of the launch of Aman at Sea, a joint venture with Cruise Saudi, an entity owned by the Kingdom of Saudi Arabia.
Currently under development, Aman at Sea is scheduled to debut in 2027 with a fleet of 50 luxury vessels, which Aman says will differentiate itself by offering “an experience more similar 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 the way we schedule itineraries and the ability to have flexibility rather than just setting arrival and departure dates,” Nash said. “The cruise itinerary is set in stone. He added, “Aman plans to disclose travel itinerary details by the first quarter of next year.”
In addition to several dining venues, the ship features amenities such as Aman Spa, Japanese gardens and two helipads.
“We really want to know what needs to be done at sea and where we can really be creative and apply the use of Aman.” Nash said. “I think [there are] There’s a lot of great learning coming from both sides to bring something completely new.”