CEO of Hoshino Resorts Yoshiharu Hoshino tells CNA Luxury how he wants to reimagine Japanese hospitality with their immersive and authentic approach, and the brand’s ambitions to make an impact on the travel industry in Japan and beyond.
New: You can now listen to articles.I am about to have dinner at one of Tokyo’s most sought-after luxury hotels, right in the heart of the swanky business district of Otemachi. Yet here I am, no makeup, barefoot, and dressed in an onsen robe. It’s not exactly the outfit one would imagine for a fancy night out, but this, I am told, is all part of the experience, and I’m relishing the hotel’s casual approach to its luxe offerings.
Hoshinoya Tokyo is not your standard high-end hotel, and that is apparent from the moment you step through the building’s discreet sliding doors. In place of a grand lobby is a minimalistic hallway. You are greeted with a deep bow by a host who is kneeling, already awaiting your arrival. Then it’s shoes off – the entire building has tatami flooring, even in the elevator. It’s almost like you’re stepping into someone’s home.
“Hoshinoya always starts with selecting a location, and the location really determines the theme of the hotel. Two hundred years ago, the only hotels in the Tokyo area were traditional Japanese ryokans. But they all disappeared,” said Hoshino.The number of ryokans have decline significantly. In 1995 there were nearly 72,000 establishments.
To me, the hotel experience was a way to pique my curiosity towards a side of Japanese culture that would otherwise seem too mystifying to approach. Of course, it helped that I had just binged the whole season of Shogun, so I really was just living my fantasy of being a noblewoman like Lady Mariko in the show.Apart from the group’s luxury brands which include Hoshinoya, Kai and Risonaire, the company also has growth plans for two of their mid-range urban brands, OMO and BEB.
Hoshino is a strong advocate of getting more tourists to explore areas outside of urban Japan. While some people might think this could lead to overtourism, he has a different perspective: “It’s not really overtourism. We just need to diversify customers to different locations to maintain a sustainable level of tourism.”
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