Daiwa Living Waldorf will rebrand its Waldorf Apartments portfolio to Nesuto as a reflection of the new direction for the group.
Daiwa Living Management Co., Ltd. (DLM) and Cosmos Initia Co., Ltd completed a 100% share acquisition of Daiwa Living Waldorf in November 2018. DLM and Cosmos Initia are subsidiaries of one of Japan’s largest house building companies, Daiwa House Industry Co.,Ltd.).
The rebrand comes as the company’s new shareholders begin an aggressive push to more than triple the brand’s Australia and New Zealand footprint of 1,500 rooms to 5,000 rooms by 2024.
The Nesuto brand will be rolled out across 12 out of the group’s 23 properties including key apartment hotels in Woolloomooloo NSW, Mounts Bay WA and Auckland Stadium. A strong development pipeline will also be branded as Nesuto.
Popular with travellers who prefer to self-cater, Nesuto offers many unique benefits over traditional hotels, including fully equipped self-contained kitchens, separate bedrooms, open-plan living quarters and free Wi-Fi.
CEO of Daiwa Living Waldorf, Mark Ronfeldt, said the rebrand would bring a fresh new feeling to the brand whilst at the same time subtly referencing the group’s core Japanese heritage.
“Nesuto has been chosen to represent “nest” in Japanese pronunciation, which corresponds with the warm welcome and safe, comfortable environment our guest will enjoy at each of our properties,” he said.
“One of our key objectives under the rebrand is to exponentially grow the Nesuto portfolio in the Australia Pacific region by redefining hotel and apartment hotel stays. We are working with savvy investors who have a vision as to what future infrastructure looks like in their area and understand the importance of having multiple business drivers around their investment,” added Mr Ronfeldt.
Mr Ronfeldt added that this was illustrated by Nesuto properties already under development, including a management agreement which has been signed for a new-build hotel at WA’s Curtin University as part of a $350M campus development.
Additionally, Heads of Terms have been agreed for properties in Brisbane and Melbourne which will join the company's current properties in Canberra, Sydney, the Blue Mountains, the NSW Central Coast, Perth, Geraldton WA and Auckland.
With a philosophy of ‘Easy, Efficient, Fast, and Friendly’ and a new tagline of ‘Stay Real’, Nesuto promises a real, genuine, and heartfelt stay experience for guests by offering living spaces with personalised touches to ensure they really become the traveller’s own.