Hoshino Resorts, one of Japan’s most prestigious and innovative hotel management companies, has announced a strategic partnership with the global digital travel platform Agoda. This landmark agreement will see all properties across Hoshino Resorts’ five distinct brands—HOSHINOYA, KAI, Risonare, OMO, and BEB—listed on Agoda, significantly broadening their accessibility to international travelers.
Background: A Union of Japanese Hospitality and Global Tech
Hoshino Resorts: A Master of Japanese Hospitality
For over a century, Hoshino Resorts has been a leader in Japanese hospitality, renowned for its unique concepts and exceptional service. The company currently operates over 60 properties in and outside of Japan. Its portfolio is diverse, catering to a wide range of travelers:
- HOSHINOYA: The flagship brand of luxury resorts offering an authentic and contemporary Japanese experience.
- KAI: Boutique hot spring (onsen) inns that celebrate regional culture and traditions.
- Risonare: Upscale resorts in scenic locations, focusing on family-friendly activities and nature.
- OMO: “City tourism hotels” designed to provide deep, local insights into urban exploration.
- BEB: A youthful and casual brand for a younger generation of travelers, promoting a laid-back atmosphere.
Traditionally, Hoshino Resorts has maintained a relatively exclusive distribution strategy, primarily focusing on direct bookings through its own website to preserve brand integrity and guest experience.
Japan’s Inbound Tourism on a Strong Rebound
This partnership comes at a pivotal time for Japan’s tourism industry. Following the full reopening of its borders, the country has witnessed a remarkable recovery in international arrivals. According to the Japan National Tourism Organization (JNTO), Japan welcomed over 25 million visitors in 2023, recovering to approximately 80% of pre-pandemic levels. The trend has accelerated into 2024, driven by a weak yen and pent-up demand, with monthly visitor numbers consistently surpassing 2019 figures. This collaboration is strategically positioned to capitalize on this growing wave of global interest in Japan.
The Impact of the Partnership
Expanding Global Footprint for Hoshino Resorts
By joining forces with Agoda, a platform with a massive user base, particularly in the Asia-Pacific region, Hoshino Resorts is set to dramatically increase its international visibility. Agoda’s multilingual platform and user-friendly interface will lower the barrier for global travelers to discover and book stays at Hoshino’s unique properties, from the luxurious HOSHINOYA Tokyo to the culturally rich KAI resorts scattered across Japan’s scenic countryside. This move signals a strategic shift for Hoshino Resorts, embracing a major global OTA to diversify its customer base and drive occupancy rates.
Enhancing Agoda’s Premium Offerings
For Agoda, this partnership is a significant coup. The addition of Hoshino Resorts’ entire portfolio enriches its inventory with some of Japan’s most sought-after and high-quality accommodations. It strengthens Agoda’s position in the competitive Japanese market and enhances its appeal to travelers seeking premium, authentic, and culturally immersive experiences. This exclusive-level access to a prestigious brand will serve as a key differentiator for the platform.
Future Outlook: A New Era for Japanese Travel
This collaboration is poised to have a ripple effect across Japan’s hospitality industry.
- Increased Accessibility for Travelers: International tourists will now have easier access to a wider range of high-quality lodging options beyond major cities. Many of Hoshino’s KAI and Risonare properties are located in regional areas, which could help promote tourism dispersal and invigorate local economies.
- A Catalyst for Digital Transformation: Hoshino Resorts’ decision may encourage other traditional Japanese inns (ryokans) and hotel chains, which have been hesitant to fully embrace global OTAs, to reconsider their digital distribution strategies.
- Boosting Japan’s Tourism Goals: By making iconic Japanese hospitality brands more accessible, this partnership aligns with the Japanese government’s goal of attracting more high-value international tourists and further solidifying Japan’s reputation as a top-tier global travel destination.
Ultimately, the synergy between Hoshino Resorts’ world-class hospitality and Agoda’s global reach is expected to create new opportunities for both companies and offer an enriched travel experience for visitors to Japan for years to come.
