Hoshino's less expensive OMO brand seems more like a mix between a JP business hotel and their Kai resort brand's small communal social/dining area and local theming. Omo is their city brand and also has tiers within the brand designated by a number https://hoshinoresorts.com/ja/brands/omo/ Hoshino does seem to occasionally remodel hotels and ryokans into Hoshino properties while Tokyu Stays are all built to be Tokyu Stay. Omo Hakodate and Kai Akiu are remodeled properties which reopened as Hoshino properties this year.

I haven't stayed at an Omo since I prefer other JP business hotel chains but they do look visually interesting. Just seems to be priced a bit higher than I'd like for the room size and if I'm paying more in city core, I prioritize location, service, and convenience. I find it hard to beat a Tokyu Stay for my own travel habits, preferences, and personality. As for Hoshino Kai, I tend to go for smaller local ryokans if I can or Kyuritsu/Dormy Onyado NoNo or La Vista which are also very consistent. To be honest, I read reviews about some Tohoku Kai in Japanese noting a large amount of foreign guests and foreign bus tourists. I happily mention them to others who want a bit more liveliness, activities, and service which caters to foreign expectations/foreign friendly.