Case Study: Janu Tokyo - How Aman Created a Sister Brand for a New Generation
In today's competitive luxury hospitality landscape, evolving without diluting your brand essence is perhaps the most challenging strategic feat. This is exactly what Aman Resorts has accomplished with Janu Tokyo, their first property under a new sister brand designed to attract a younger generation of luxury travelers while preserving what makes Aman special.
At Shelter & Leisure, we're fascinated by how luxury hospitality brands navigate this delicate balance between heritage and innovation. Let's analyze this launch through our strategic lens and extract valuable insights for anyone facing similar brand evolution challenges.
The Challenge: Evolving a Legendary Brand
For over 30 years, Aman has defined ultra-luxury hospitality through its distinctive formula: minimalist design, exceptional service, exclusive locations, and small properties (typically just 40 rooms) commanding rates of $1,500+ per night. This approach created an almost cult-like following of wealthy "Aman junkies" who travel globally just to experience different properties.
However, by 2020, Aman was facing three significant challenges:
Aging demographics: Their core guests were predominantly over 55, while a new generation of wealthy travelers was emerging with different expectations
Declining occupancy: Some iconic properties, particularly in Bali, were seeing occupancy rates drop
Perception issues: The brand was increasingly viewed as "too quiet" or "too stuffy" by younger affluent travelers seeking more energy and connection
After Vladislav Doronin's acquisition of Aman in 2014, the company faced a strategic dilemma: how to evolve to attract younger luxury travelers without alienating loyal guests or damaging Aman's special essence.
The Strategic Response: Complementary Rather Than Cannibalistic
Janu Tokyo
Azabudai Hills
Rather than trying to make Aman more accessible or energetic (which would risk alienating loyal guests), they developed a brilliant solution: create a complementary sister brand targeting a different audience for different occasions.
Janu (meaning "soul" in Sanskrit, complementing Aman meaning "peace") was positioned as "the other side of Aman" – suggesting complementary expressions rather than a premium versus standard tier. This positioning allows each brand to maintain its distinct personality while creating opportunities to cross-sell between them.
The approach included several key strategic elements:
Larger properties: 120-150 rooms versus Aman's 40, creating more energy in public spaces and making the economics work in expensive urban locations
Price positioning: About 30% below Aman, still definitely luxury but more accessible
Focus on "social wellness": Combining Aman's exceptional service with more vibrant spaces designed for connection
Urban-focused locations: Starting with Tokyo's prestigious Azabudai Hills development, contrasting with Aman's typically remote settings
Brand Identity Development: Distinction with Connection
Janu's brand identity development is a masterclass in creating distinction while maintaining connection to a parent brand. They partnered with Foreman Studio to create a visual language that would feel familiar yet different to Aman enthusiasts.
The design maintains Aman's clean, minimalist approach but introduces warmer colors and more dynamic elements signaling greater energy. Even the soundscapes differ – Janu spaces feature more vibrant audio environments compared to Aman's characteristic silence.
One of the most inspired brand moves was collaborating with Magnum photographer Christopher Anderson to create their visual identity. Instead of typical luxury hotel photography showing empty perfect spaces, Anderson captured human connections and authentic emotional moments – perfectly aligning with Janu's more vibrant positioning and younger travelers' preference for authenticity over formality.
The Launch Execution: Thoughtful and Phased
Janu's launch followed a carefully orchestrated timeline starting in January 2020 with the initial brand announcement. The strategy created a two-year runway to build anticipation before the Tokyo property opened in March 2023. Key milestones included:
March 2022: Release of Christopher Anderson's photography, establishing visual identity
September 2022: Assembly of pre-opening team with six months for training
January 2023: Booking commencement
March 2023: Official opening
June 2023: Full operation of all wellness facilities
This phased approach allowed for operational refinement while building anticipation through teaser campaigns, strategic press releases, and preview events for loyal Aman guests – essentially creating brand ambassadors among their existing clientele.
The Results: Early Signs of Success
While still early, Janu Tokyo is showing promising performance indicators:
Strong occupancy: Over 70% during the opening period, impressive for a new luxury hotel in competitive Tokyo
Healthy rate positioning: Average daily rate about 25% below Aman Tokyo, slightly higher than the planned 30% gap, suggesting strong price acceptance
Restaurant success: Over 40% of diners are locals, creating additional revenue and introducing potential future guests
Wellness facility membership: Exceeding targets by 35%, validating the "social wellness" concept
Most importantly, Janu is attracting guests averaging about 15 years younger than Aman's typical clientele – validating their positioning targeting next-generation luxury travelers. Meanwhile, there's no sign of cannibalization, with Aman Tokyo maintaining its premium rates despite Janu opening in the same market.
Interestingly, Janu appears to be creating a positive halo effect for Aman rather than diluting it – enhancing Aman's image as forward-thinking rather than static.
Key Takeaways for Luxury Brand Evolution
From our perspective at Shelter & Leisure, several valuable lessons emerge from this case study:
Clear strategic intent: Janu addressed a specific market gap – younger affluent travelers seeking social luxury experiences – rather than trying to be all things to all people.
Smart brand architecture: Maintaining connection to Aman while establishing a distinct identity created complementary rather than competitive positioning.
Authentic creative partnerships: The Christopher Anderson collaboration shows how artistic partnerships can define emotional positioning authentically, creating a distinctive visual approach that immediately differentiates from competitors.
Revenue model innovations: Janu's business model includes multiple restaurant concepts designed to attract locals, expansive wellness facilities with membership programs, and higher room counts enabling more efficient operations.
Balanced digital approach: Janu evolved from Aman's reserved online presence with a more content-rich, dynamic ecosystem that still maintains sophisticated design.
Phased launch strategy: The gradual reveal and extended timeline allowed for refining operations while building anticipation.
Looking Forward: Opportunities and Challenges
Looking ahead, Janu's trajectory appears promising with three more properties in development – AlUla in Saudi Arabia, Milan, and Montenegro – creating a balanced mix of urban and resort destinations. Their more scalable model should enable faster growth than Aman traditionally achieved, potentially becoming the larger brand by property count within 5-7 years.
However, we see several opportunities to strengthen their approach:
Enhanced sustainability narrative: Despite strong positioning, Janu could create a more robust sustainability story connected to their wellness focus, addressing growing environmental expectations among luxury travelers.
More innovative digital experiences: There's opportunity for location-based technology enhancing the guest experience, especially given their target demographic's tech comfort.
Sophisticated loyalty ecosystem: Creating clearer pathways for customers to engage with both Aman and Janu for different trip types would build lifetime value across the portfolio.
Direct addressing of legacy property challenges: A more explicit strategy for Aman's challenges in markets like Bali could create an integrated solution to the specific problems that prompted Janu's development.
The Strategic Value of Brand Extension
At Shelter & Leisure, we see Janu as a textbook example of effective brand extension – clearly differentiated while maintaining connection to the parent brand, avoiding both cannibalization and disconnection.
For luxury hospitality and real estate brands facing similar evolution challenges, this case demonstrates how a multi-brand strategy can address different customer needs and occasions while preserving what made the original brand special. The key lies in deeply understanding both your current and potential customers, then creating complementary experiences that maintain your core values while satisfying evolving expectations.
If your brand is facing similar challenges of evolution without dilution, we'd love to discuss how these principles might apply to your specific situation. Our team specializes in helping luxury hospitality and real estate brands navigate these complex strategic waters while creating compelling content that resonates with your target audience.
At Shelter & Leisure, we analyze hospitality and real estate trends to help our clients craft distinctive brand positions and compelling narratives. Our strategic insights and creative execution help luxury brands evolve without losing their essence. Contact us to discuss how we can help your brand navigate the changing landscape of luxury hospitality and real estate.
