Phoenix Resort will rebrand three of its accommodations on June 6, 2025.
They have concluded a real estate management disposal trust agreement with SMBC Trust Bank and transferred the real estate trust beneficiary rights to Munakata, a special purpose company associated with Fortress Investment Group.
The new names after rebranding will be “Phoenix Seagaia Ocean Tower” (previously Sheraton Grande Ocean Resort), “Seagaia Forest Condominium” (previously Luxze Hitotsuba), and “Seagaia Forest Cottage” (previously Cottage Himuka).
Moreover, the franchise contract with Starwood Asia Pacific Hotels & Resorts will be terminated on June 5, 2025. This allows them to engage flexibly in renovation work and experience enhancement without being bounded by the “Sheraton” brand.
Sega Sammy Holdings has stated that it will transfer its Phoenix Resort shares to Yuugao, an associate company of Fortress. Fortress aims to collaborate with Group Mystays Hotel Management on facility operations, targeting renovations, operational efficiency improvements, and market expansion.
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