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SQUEEZE Co., Ltd. and Hulic Co., Ltd. have entered into a capital and business alliance covering the hotel and tourism sectors. As part of the agreement, Hulic plans to acquire about 5% of SQUEEZE’s outstanding shares from existing shareholders.
The partnership will focus on developing hotels using Hulic’s real estate, with SQUEEZE providing support across planning, technology and operations. Its hotel DX platform, including the accommodation management system suitebook, will form part of the collaboration, alongside remote operations and AI-based revenue management.
The first project involves HistoRy, a joint venture between Hulic and Realgate, converting an office building in Ginza, Tokyo, into a 41-room apartment hotel designed for larger groups and longer stays. SQUEEZE will manage operations, with the property targeted to open around spring 2028.
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The companies also plan to expand their work beyond hotel operations. Areas under consideration include cleaning DX, operational BPO, new asset development and other tourism-related businesses, supported by Hulic’s real estate assets and partnership network.
The alliance comes as Japan’s hotel industry deals with rising inbound tourism alongside persistent labor shortages, productivity concerns and profitability challenges. SQUEEZE and Hulic aim to combine hotel technology and operational expertise with real estate development capabilities to address these issues and build a broader platform connecting accommodation, real estate and new business opportunities.
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