Hoshino Resorts Debuts Mountain Brand as Japan Tourism Surges

Japanese hospitality group Hoshino Resorts announced on Tuesday that it's launching a new hotel brand, seeking to capitalize on Japan's surging nature tourism sector amid record-breaking visitor arrivals.

The new Lucy brand, which will debut this September with its first property in Oze National Park, represents the company's sixth hotel brand following Hoshinoya, Risonare, Kai, Omo, and Beb, and marks a strategic move to strengthen Japan's nature tourism offerings beyond its major cities.

"Through hotel operations in mountainous locations, Lucy aims to make the heat-stirring experiences unique to the mountains (...) more accessible to a wider audience, thereby proposing a new style of travel," the company said in its release.

First Property and Brand Features

Lucy Ozehatomachi will be the new brand's first property, set to open September 1 at Hatomachi Pass, the entrance to Oze National Park. Reservations will open June 2.

The hotel will feature three room types, ranging from private dormitory-style accommodations for solo travelers to four-person rooms for families.

Hoshino Resorts said it will differentiate the Lucy brand by guaranteeing six amenities that are often inconsistent or difficult to confirm at other mountain accommodations. These include private rooms, bidets and modern toilets, showers, meals, an in-house shop, and unlimited Wi-Fi and charging.

Market Context and Future Plans

The launch comes as Japan's tourism sector continues to evolve. While approximately three-quarters of inbound tourism activity is concentrated in the major cities of Tokyo, Osaka, Kyoto, Hokkaido, and Fukuoka, the government has been pushing to diversify visitor destinations, such as its 35 national parks.

Following the Oze location, Hoshino Resorts said it plans additional Lucy properties in other mountain tourism destinations, including Tateyama, a town about 350km northwest of Tokyo in the country's equivalent of the Alps.

Industry professionals can explore related trends at Hospitality career profile's Asia Forum in Bangkok on May 14-15.

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