Hotel Okura Co., Ltd., a name synonymous with Japanese hospitality for decades, has officially announced its entry into Japan’s domestic resort market. The company will open The Okura Resort Hakone Gora in 2029, marking the first-ever resort in Japan to operate under its prestigious Okura brand. This strategic move into the iconic hot spring destination of Hakone signals a bold new chapter for the hotelier and reflects a deep confidence in the booming luxury travel sector in Japan.
A New Era for a Storied Brand
For years, Hotel Okura has been a leader in the city hotel segment, both in Japan and internationally. The development of a resort property represents a significant expansion of its portfolio, catering to a new demand for high-end leisure travel.
The Okura Resort Hakone Gora, developed in partnership with Nishimatsu Construction, is poised to set a new standard for luxury in the region. The intimate 58-room property will offer an exclusive and serene experience. A key feature will be the inclusion of a private open-air bath in every guest room, all fed by the mineral-rich waters of the famous Owakudani Hot Spring. This focus on privacy and authentic Japanese wellness experiences is tailored to meet the evolving expectations of discerning modern travelers.
Riding the Wave of Japan’s Luxury Tourism Boom
Okura’s decision is strategically timed, aligning perfectly with the remarkable resurgence and transformation of Japan’s tourism industry. After the global travel pause, Japan has not only recovered but has emerged as a top destination for high-spending international visitors.
According to the Japan National Tourism Organization (JNTO), the number of international visitors to Japan reached over 25 million in 2023. More impressively, total spending by these visitors hit a record-breaking 5.3 trillion yen (approximately $34 billion USD) for the same year. This surge is driven by a growing appetite for unique, high-quality experiences, a segment the Japanese government is actively promoting. The Okura Resort Hakone Gora is positioned to directly capture this lucrative market, offering a blend of traditional Japanese aesthetics and world-class luxury.
Why Hakone? The Enduring Appeal of a Classic Destination
The choice of Hakone is no coincidence. Located just a 90-minute train ride from Tokyo, Hakone has long been one of Japan’s most beloved resort towns. It offers a perfect escape with its stunning natural landscapes, majestic views of Mount Fuji, world-class art museums, and, of course, its legendary hot springs (onsen).
The area is already home to a number of luxury hotels and traditional high-end ryokan (Japanese inns), making it a highly competitive market. However, the entry of a brand with the prestige of Okura is expected to elevate the destination’s profile further. By combining its renowned “omotenashi” (wholehearted hospitality) with a modern resort concept, Okura aims to carve out a unique space, attracting both loyal domestic customers and a new wave of international luxury seekers.
Future Outlook and Industry Impact
The announcement of The Okura Resort Hakone Gora is more than just a new hotel opening; it is a bellwether for the future of Japanese hospitality.
- A Focus on Experiential Luxury: The all-private onsen model highlights a shift towards personalized and private experiences, a trend accelerated in the post-pandemic era. Travelers are increasingly seeking seclusion and unique wellness offerings over crowded, conventional amenities.
- The Reassertion of Japanese Brands: While international luxury brands like Aman, Ritz-Carlton, and Bulgari have been expanding aggressively in Japan, Okura’s move signals a powerful response from a domestic icon. It represents a commitment by Japanese hoteliers to compete at the highest level by leveraging their deep cultural understanding and service philosophy.
- Boosting Regional Tourism: The development will likely stimulate further investment in Hakone, enhancing the region’s infrastructure and solidifying its status as a premier international destination. It may also encourage other Japanese hotel groups to explore similar high-end resort projects in other iconic locations across the country.
As 2029 approaches, the industry will be watching closely. The Okura Resort Hakone Gora is not just being built with wood and stone; it is being built on a legacy of excellence and a vision for the future of luxury travel in Japan.
