In a landmark move for Japan’s tourism industry, Hoshino Resorts, one of the nation’s most prestigious hotel and ryokan operators, has announced a strategic partnership with the global digital travel platform Agoda. This collaboration will see all properties under the Hoshino Resorts umbrella, including its five distinct brands, listed on Agoda, significantly expanding their accessibility to international travelers.
The Landmark Partnership
The agreement brings Hoshino Resorts’ entire portfolio onto Agoda’s platform. This includes the ultimate luxury of Hoshinoya, the traditional hot spring ryokans of Kai, the family-friendly resort hotels of Risonare, the city-center boutique hotels of OMO, and the youth-focused BEB brand.
This strategic decision marks a significant shift for Hoshino Resorts, which has traditionally focused on direct bookings and domestic travel agencies. By joining forces with Agoda, a key player in the Booking Holdings group with a stronghold in the Asia-Pacific market, Hoshino Resorts is poised to tap into a vast and diverse global customer base. For Agoda, adding Japan’s premier hospitality brand to its inventory strengthens its luxury and unique accommodation offerings, further solidifying its position in the highly competitive Japanese market.
Background: A Resurgent Inbound Market 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 following the full reopening of its borders.
According to the Japan National Tourism Organization (JNTO), the number of international visitors has not only recovered but has begun to surpass pre-pandemic levels. March 2024, for instance, saw a record-breaking 3.08 million visitors, the highest single-month figure ever recorded. This robust recovery is driven by a weak yen, increased flight capacity, and a powerful global interest in Japanese culture.
Traveler behavior has also evolved. The trend is shifting from large group tours to more independent, experience-seeking travelers (FITs) who rely heavily on Online Travel Agencies (OTAs) like Agoda for planning and booking. These travelers are increasingly looking beyond the “Golden Route” of Tokyo-Kyoto-Osaka to discover unique, authentic experiences in regional Japan—an area where Hoshino Resorts has a strong presence with its Kai and other properties.
Hoshino Resorts, operating over 60 properties in and outside Japan, has built a reputation for exceptional quality, unique concepts, and “omotenashi” (Japanese hospitality). This partnership is a strategic maneuver to align its distribution channels with modern travel trends and directly engage with the burgeoning international market.
Future Impact: A Win-Win for the Industry and Travelers
The alliance between Hoshino Resorts and Agoda is expected to have far-reaching effects.
For Hoshino Resorts:
- Expanded Global Reach: The primary benefit is immediate access to Agoda’s millions of users, particularly from key markets in Southeast Asia, South Korea, and Taiwan, where Agoda boasts a strong market share.
- Enhanced Brand Visibility: Listing on a major global platform will introduce the Hoshino brands to a new audience that may have been previously unaware of their offerings, elevating their international profile.
- Diversified Revenue Streams: The move diversifies their booking channels, reducing reliance on the domestic market and preparing them for sustained international growth.
For Agoda:
- Premium Inventory: The addition of Hoshino’s coveted properties significantly enhances Agoda’s portfolio, allowing it to cater to a more affluent and discerning travel segment.
- Competitive Edge: Securing an exclusive-level partnership with a brand like Hoshino gives Agoda a distinct advantage over competitors in the crucial Japanese market.
For Global Travelers:
- Increased Accessibility and Convenience: International tourists can now easily discover and book Hoshino’s unique accommodations through a familiar, multi-lingual platform, using their preferred currency and payment methods.
- Greater Choice: The partnership unlocks access to some of Japan’s most sought-after and culturally rich lodging experiences, from luxury mountain retreats to modern urban hotels, making authentic Japanese hospitality more accessible than ever before.
In conclusion, this strategic partnership is more than just a new distribution agreement. It represents a fusion of Japan’s finest hospitality with a leading global tech platform, a move set to benefit both companies, redefine the booking experience for travelers, and contribute to the continued, vibrant growth of Japan’s inbound tourism industry.
