The new Prince Akatoki brand is the result of a partnership between Japan-based StayWell Holdings and Prince Hotels, who have bought the Arch Hotel in Marylebone.

The hotel will undergo extensive refurbishment, rebrand and repositioning as the first hotel globally under the brand, with further openings being announced in the coming years.

The Prince Akatoki brand will aim to reflect “visual elements synonymous with Japan”, and signature experiences unique to Japanese hospitality.

Masahiko Koyama, president of Prince Hotels, said: “We will endeavour to transform Prince Hotels from a Japanese chain into a global chain and are honoured to announce that our first overseas luxury brand, The Prince Akatoki, will be opening in the world’s leading city, London. Together with StayWell, we will strive to deliver the Japanese culture and hospitality through The Prince Akatoki brand to the world.”

Simon Wan, president and director of StayWell Holdings, added the demand for luxury hotel accommodation in London, particularly Marylebone and Marble Arch area, “remains unparalleled”.

“Demand in the London hotel market is strong and resilient, however with a shortage of supply, and existing properties being tightly held, it is increasingly difficult for new brands to penetrate the market,” Wan said. “Our vision is to bring an authentic, luxurious experience to people when they are travelling to international destinations outside of Japan.”

Prince Hotels operates 50 hotels, 31 golf courses and nine ski resorts, while StayWell has a network of 25 hotels and a further 15 opening over the next few years.

As well as new brand, others include The Prince, Grand Prince Hotel, Policy, Park Regis, Prince Hotel, Leisure Inn Plus, Prince Smart Inn, and Leisure Inn.

There are plans to deliver 250 new hotels in the mid-long term around the world.