Yoshiharu Hoshino described the offerings at upcoming properties in the ryokan brand Kai portfolio
He discussed plans for the luxury Hoshinoya brand
The nature tourism brand Lucy launched earlier this year
Japanese hotel owner and operator Hoshino Resorts Inc’s CEO, Yoshiharu Hoshino, has shared his ambition to develop onsen ryokan globally in an exclusive interview with Spa Business.
Read the full profile of Hoshino in the latest edition of the magazine here.
Hoshino Resorts now operates 70 properties across Japan, Bali, Taiwan, Guam and soon the US.
The company boasts ¥250,915 million (US$1.6 billion, €1.4 billion, £1.2 billion) in total assets.
These sites fall under a portfolio of brands, including Kai, the company’s contemporary take on the traditional ryokan.
Ryokan brand Kai
“We want to become a hotel company that can develop onsen ryokan globally – wherever there are hot springs resources and opportunities,” said Hoshino.
One of the most anticipated openings for the Kai brand next year will be the Kai Kusatsu, in the renowned hot springs town, and another in Miyajima, an island in Hiroshima Prefecture.
Kai Kusatsu will be a 94-key property with thermal waters at the onsen heated by the region’s active volcanoes.
Hoshino said: “The aim is to offer a peaceful stay surrounded by nature, but with easy access to the vibrant town centre and its famous hot spring attractions via a unique private tunnel reserved for guests.”
The company’s expansion into the US at Sharon Springs in the state of New York also has a confirmed opening date of 2028. Hoshino said of this 30 to 40-key hot spring facility: “We’re still working on how we’ll prepare such an offering for our guests in the US. But the key concepts of an authentic onsen ryokan experience – rejuvenation from the mineral waters, nourishment from the foods of the season and other touchpoints that immerse guests in the nature and culture of the locale – continue to be our guiding principles for concept and design development.”
The Kai brand will soon compete with Hyatt’s new onsen ryokan concept, Atona. Read more about the ¥22 billion (US$141.7 million, €121.5 million, £106.2 million) real-estate fund that will fuel the development of these sites here.
Luxury brand Hoshinoya
Hoshino Resorts’ luxury brand Hoshinoya may not all feature onsen, but the properties in this collection have their own unique local wellness experiences.
These include locally-inspired massage treatments, movement and nutrition retreats, digital detox programmes and solo traveller packages designed to provide personal connections with destinations and tranquil environments.
Hoshinoya Nara Prison, which is due to open in early 2026, is a 48-key hotel in a retrofitted prison and museum, where people can learn about the history of the facility.
Another Hoshinoya property is due to open in 2029 in Niseko, a famous ski resort.
Nature tourism brand Lucy
In September, Hoshino Resorts launched a new hotel brand called Lucy, to tap into nature tourism.
The Japanese government has launched an initiative to revitalise the country’s 35 national parks and Hoshino Resorts will operate various destinations in these locations.
Mountain lodges, in particular, are of interest to Hoshino.
“Most travellers seek cultural experiences rather than going hiking or mountain climbing and we see huge potential in this area,” he said. “We want to pioneer the opportunity to explore Japan’s mountainous regions.”
