Janu, a new luxury hotel brand spun off from the exclusive Aman Resorts, adopts a different strategy, aiming to attract a younger crowd with more affordable pricing while maintaining high-end offerings. Its first hotel in central Tokyo offers 122 rooms at rates about half that of Aman, yet remains one of the city's most expensive accommodations. Janu boasts extensive dining options and a spacious wellness area, challenging Tokyo's renowned culinary scene. Despite its familiar aesthetic reminiscent of Aman, Janu faces the challenge of attracting a diverse local clientele. However, its opening marks a new era where luxury meets accessibility in Tokyo's hospitality landscape.
Aman Resorts, known as one of the most exclusive hotel brands globally, has built its reputation over 35 years by charging extremely high nightly rates, sometimes over USD 2,000, for incredibly luxurious and private accommodations. Guests typically stay in private villas or high-rise penthouses, and when they explore the local culture, it's usually through visits to exclusive workshops not open to the public.
Janu, a new brand spun off from Aman Resorts, has a different approach. The first Janu hotel opened on March 13 in central Tokyo, offering 122 rooms in a luxury residential tower's lower floors. Guests are encouraged to explore the local area. Janu aims to attract a younger crowd with more affordable pricing compared to Aman. Vladislav Doronin, Aman's chairman and CEO, plans to develop at least 12 more Janu destinations, with more hotels opening after next year.
During its opening month, Janu offers low-season rates starting from USD 944 per night, with an average of around USD 1,432 per night. This is about half the price of a room at the nearby Aman Tokyo. Despite being less pricey compared to Aman, Janu remains one of the most expensive accommodations in Tokyo. Additionally, its membership club, Janu Wellness Collective, is also costly, with an initiation fee of USD 22,000.
Janu's opening in Tokyo marks Aman's second venture into the city, following the launch of Aman's first urban location near Tokyo Station in 2014. Aman has benefited from favourable timing in Japan, coinciding with a government push to boost tourism starting in 2014, leading to a surge in visitors. Now, Janu is opening during another travel boom post-pandemic, with Japan's monthly visitor numbers surpassing those of 2019.
Janu boasts eight dining options and a spacious 4,000-square-meter wellness area, including a spa and gym, one of Tokyo's largest. Unlike many luxury hotels in Tokyo, Janu takes on the challenge of offering extensive food and beverage options, aiming to compete with the city's renowned Michelin-starred restaurants. Notable dining venues include Mercato, an Italian dining hall; Ligura, a sushi restaurant offering omakase at 35,000 yen (USD 237); Hu Jing, serving artistic dim sum; and Janu Grill, a New York-inspired steakhouse with a vast wine cellar. Rooms at Janu feature a familiar style characterised by neutral tones and clean lines, reminiscent of Aman's aesthetic. While luxurious, this design approach has become common among upscale hotels.
The brainchild of Aman's chairman and CEO, Vladislav Doronin, Janu was conceived in response to feedback from loyal Aman guests, affectionately dubbed "Amanjunkies". Four years in the making, Janu epitomises a fusion of luxury and accessibility, which stands to captivate both seasoned travellers and discerning locals alike.
However, Janu faces the formidable challenge of attracting a diverse local clientele beyond the confines of Azabudai Hills. While initial interest is expected to be strong, the true test lies in sustaining its allure over time, fostering a loyal following of both residents and visitors.
As Japan experiences a resurgence in tourism following the pandemic, Janu's opening heralds a new era of luxury hospitality, where exclusivity meets affordability, and sophistication embraces accessibility. With its unwavering commitment to excellence, Janu stands poised to leave an indelible mark on Tokyo's hospitality landscape for years to come.
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