In a landmark move for Japan’s hospitality industry, Hoshino Resorts, one of the country’s most prestigious hotel and ryokan operators, has announced a strategic partnership with the global digital travel platform, Agoda. This alliance will see all properties under the Hoshino Resorts umbrella, including its five distinct brands, listed on Agoda, significantly expanding their reach to international travelers.
The Alliance: A Bridge Between Japanese Tradition and Global Travelers
The partnership encompasses the full portfolio of Hoshino Resorts’ brands, each offering a unique concept of Japanese hospitality:
- HOSHINOYA: The flagship luxury brand, offering extraordinary traditional experiences.
- KAI: Boutique hot spring (onsen) ryokans that celebrate regional culture.
- Risonare: Upscale active resorts for families and groups.
- OMO: “City tourism hotels” designed to help guests explore the local neighborhood.
- BEB: Casual hotels for a younger generation of travelers.
By making its entire collection of over 60 properties available on Agoda, Hoshino Resorts is opening a direct channel to a massive global audience that relies on online travel agencies (OTAs) for booking. This is a notable shift for a brand that has traditionally focused on direct bookings and carefully selected partners to maintain its exclusive image.
Background: Japan’s Tourism Boom and Shifting Strategies
This partnership comes at a pivotal moment for Japan’s tourism sector. The country is experiencing an unprecedented surge in inbound travel, fueled by a weak yen and pent-up demand following the pandemic.
According to the Japan National Tourism Organization (JNTO), the number of international visitors has consistently surpassed pre-pandemic levels. In April 2024, Japan welcomed over 3.04 million foreign tourists, a record high for a single month and a significant 56.1% increase compared to the same month in 2019. This influx presents a massive opportunity.
Hoshino Resorts has built its reputation on offering authentic, high-quality experiences deeply rooted in Japanese culture and nature. Meanwhile, Agoda, part of Booking Holdings, has a formidable presence across the Asia-Pacific region, a key source market for Japan’s tourism. This collaboration is a strategic alignment of Hoshino’s premium local content with Agoda’s global distribution power.
Future Impact: A Win-Win for Travelers and the Industry
The implications of this partnership are expected to be far-reaching.
Enhanced Accessibility for Global Tourists
For international travelers, this means easier access to some of Japan’s most sought-after accommodations. Booking a stay at a KAI onsen ryokan in a remote region or an urban OMO hotel will become as simple as booking any other hotel on a familiar platform. This increased convenience is likely to attract a new segment of customers who may have previously found Hoshino’s properties difficult to discover or book.
Hoshino’s Expanded Global Footprint
For Hoshino Resorts, the alliance is a powerful tool to capture a larger share of the burgeoning inbound market. It allows them to tap into Agoda’s extensive user base, particularly from Southeast Asia and other key Asian markets where Agoda is a dominant player. This will help diversify their guest mix and drive occupancy, especially in their properties located outside of the main tourist hubs of Tokyo and Kyoto, thereby contributing to regional revitalization.
A New Precedent for Japanese Hospitality
This move could signal a broader trend within Japan’s high-end hospitality sector. Other luxury ryokans and hotel chains, which have often been hesitant to fully embrace major OTAs, may now reconsider their distribution strategies to remain competitive. The success of this partnership could encourage a greater fusion of traditional Japanese hospitality with modern, global booking technology.
Ultimately, the collaboration between Hoshino Resorts and Agoda represents more than a simple business deal. It is a strategic response to the new era of global travel, promising to make Japan’s unique cultural and hospitality experiences more accessible to the world than ever before.
