Yoshiharu Hoshino, president of luxury Japanese hot springs resort company Hoshino, has said that for the company to continue its recent growth then it must adapt to the needs of the modern day traveller.

The Hoshino Resort Company opened its first location a century ago, but in the past two decades, the business has grown its portfolio to now boast 32 luxury properties across Japan.

But Yoshiharu Hoshino said in an interview with Spa Business magazine that the company’s resorts need to modernise – and not just for its foreign visitors.

“The younger generation in Japan is used to western-style living and now feels some discomfort and inconvenience when staying in traditional Japanese inns,” said Hoshino. “My job has been to transform these old-style onsen-ryokan – while maintaining the important elements – so modern Japanese and international guests can enjoy staying frequently.”

Such adaptations have seen things such as sleeping arrangements brought up to date: while traditional rooms with futons are available, most Hoshino resorts now offer western-style beds too.

The company has however remained true to its heritage by respecting the four key elements in its operations. In addition to natural hot springs, all Hoshino resorts incorporate Japanese architecture and design, serve locally prepared Japanese cuisine and deliver ‘omotenashi’, which loosely translates to ‘selfless hospitality’.

The company is also looking to expand outside of Japan, with its first overseas resort coming to Bali.

For a full interview with Yoshiharu Hoshino, the new edition of Spa Business magazine is available here.