A lifestyle hotel franchise by Koko Global Hospitality
Simple Live, Simple Life.
A hotel that greets you like an old friend — Japanese standards, honest comfort, and a faithful companion at the door.
Brand Story
by KUO is a lifestyle franchise brand born from the synergy of Koko Global Hospitality's expertise and a deep-rooted philosophy of companionship. Inspired by the unwavering loyalty and warmth of a faithful dog, every by KUO hotel is designed to be your best friend on the road — always there, always dependable, and always simple.
"Kuo" blends Ko — our Koko heritage — with Shinkou 親交, the Japanese word for friendship and deep connection.
2–3 star lifestyle segment · Premium Sincerity
The Mascots
Rough, lightweight strokes give the pair a warm, approachable personality. Kuo — a plump Akita whose noble stature carries the brand's Premium Sincerity — and Bobo chan, the clumsy sidekick: a single, slightly wonky sock with mismatched button eyes, a perpetually confused expression, and “no thoughts, just vibes.” They live across the hotel as wall decals, cushions, and quiet surprises.
The Concept
Join a brand without rebuilding your hotel. by KUO keeps the entry light and the support heavy — so independent owners get a full lifestyle brand at a fraction of a conventional rebrand.
Only what the brand truly needs — nothing more.
Only necessary branding items
Easy & simple joining process
Lower cost for hotel supplies
Head-office muscle behind every property.
Onsite training by professionals
All hotel supplies delivered — no purchasing burden
Beautifully designed brand collateral
3 Service Supports
Revenue growth through the major OTAs, with occupancy sustained and ADR stabilized by dynamic daily rate management. Three pillars carry it: a proven track record (40+ properties, 10 years, top-10% OTA listings), hands-on execution by a dedicated account manager, and data-driven optimization at no extra cost.
Channel Manager · Rate Shopper · STR Benchmarking
A common-pool SNS system on the cluster model — one shared engine that stretches every property's marketing budget and supports local activations.
Cluster model · Shared budget · Local campaigns
Standardized operations through onsite training and 24/7 headquarters support — SOPs, checklists, and every working document provided, ready to use.
SOPs · Checklists · Onsite training · 24/7 support
Included with 03
No need to create your own operation templates — every working document arrives ready-made from professional practice, refined across 55 properties.
For Investors
Thailand's 2–3 star lifestyle segment is large, fragmented, and underserved by professional brands. by KUO gives independent hotels a branded identity and distribution power without the capital burden of a conventional flag.
"Simple Live, Simple Life" — a warm, hand-drawn world built around Kuo and Bobo. Distinctive enough to be remembered and photographed; simple enough to install in any property with decals, signage, and a stuffed Kuo in the lobby.
Behind the friendly face sits Koko Global Hospitality: 10 years of operating experience, 55 properties with 3,500+ rooms across Thailand, Japan and the Philippines, an in-house branding studio, and Japanese Kaizen discipline applied to every SOP.
Joining Fee
One-time payment fee
What's included:
Monthly Service Fee
Monthly service fee
A small fixed portion with an additional percentage from revenue through online booking.
What you get, every month:
Contract Period
Initially 3 years — with an auto-renewal agreement of +1 year, continuously.
Your online revenue share is not fixed — it flexes with how happy your guests are. Run a great hotel and your fee goes down. Two scores set your rate:
Bobo Happy Score
After joining — by OTA average review score
Property Condition
Before joining — 20-point onboarding checklist
Areas checked: building, rooms, WC, common area, amenities & operations. 18+ items qualifies for the Gold starting rate.
Dynamic daily rate management to optimize ADR, cluster marketing to lift direct demand, and quarterly quality inspections plus monthly owner reviews to keep performance compounding — growth you can measure, month by month.
The Operator
A Bangkok-based, Japanese-founded hotel management firm bringing Thai hospitality with Japanese standards to mid-sized hotels across Asia since 2015 — 3,500+ rooms across Thailand, Japan & the Philippines.
As featured in
55
Properties · 3,500+ rooms
Top 10%
OTA ranking
10 yrs
Japanese hospitality expertise
Become a by KUO owner
Tell us about your property. Our development team will respond with a feasibility view and a joining roadmap.
Hotel owners & landlords
development@kokoglobalhospitality.com
© 2026 Koko Global Hospitality (Thailand) Co., Ltd. · Simple Live, Simple Life.