Paradise Sega Sammy, operator of Northeast Asia's first integrated resort, is accelerating its push into the Japanese market after signing a memorandum of understanding with HIS, Japan's leading independent travel agency, for the third consecutive year. Industry observers note that renewing a partnership with the same partner for three straight years is unusual in the hotel sector.
According to Paradise Sega Sammy on March 3, the company signed a three-way MOU with HIS and domestic inbound travel agency BS Global at HIS headquarters in Tokyo on February 27. The agreement focuses on strengthening local branding and expanding product sales.
HIS is Japan's top operator in the free independent traveler (FIT) segment, with 293 locations across 58 countries worldwide. As a leading channel driving Japanese travel demand to Korea, the partnership is seen as a strategy to capture both individual travelers and corporate group demand simultaneously.
The agreement extends beyond simple room sales to include MICE (meetings, incentives, conventions, and exhibitions) and group segments. In October last year, approximately 1,000 HIS employees visited Paradise City for the company's annual flagship event, the "HIS World Convention." This event helped solidify Paradise City's position as a MICE venue in Japan.
Paradise Sega Sammy also plans to introduce new room products from Hyatt Regency Incheon Paradise City, which the company recently acquired and is preparing to rebrand, to the Japanese market. The strategy aims to expand extended-stay demand through packages combining the integrated resort and hotel, while also driving traffic to gaming operations.
"Japan is a core customer market for Paradise City," said Kim Jae-hwan, Executive Vice President of Paradise City. "We will further elevate our brand recognition in Japan, including the soon-to-be-rebranded Hyatt Regency Incheon."