A Japanese operator of luxury hot spring resorts is targeting locations in the US.


A Japanese hotel operator known for its high-end hot spring resorts is betting that the traditional concept could work in the US.

Hoshino Resorts, a 107-year-old company famous for its luxurious retreats in beautiful Japanese locations, is aiming to open its first location in the continental U.S. Within the next three to five years, said CEO Yoshiharu Hoshino, whose family founded the business. . The closely held company has searched for locations and held discussions with developers and real estate investors, he said. In his opinion, an ideal location might be Saratoga Springs, about a three-hour drive from New York City and Boston.

President of Hoshino Resort Yoshiharu Hoshino

Yoshiharu Hoshino

Source: Hoshino Resorts

To build a new facility with a partner, Hoshino would look for a US location with such potential. The culture of visiting hot springs for relaxation and restorative treatments already exists in the US, although many of the most sought after places still remain wild, with no tourist infrastructure around them. Hoshino designs and operates hot spring complexes, generally owned by real estate developers and investors.

“My personal goal is to bring traditional Japanese hot spring resorts to North America,” Hoshino, the fourth generation of his family to run the company, said in an interview on Bloomberg TV. “There are so many hot spring resources in the US.”

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A new location in the US would appeal to Americans who want to experience some of the culture of Japan, but may or may not be able to travel internationally. The company, which has property in Hawaii, plans to resume its search for a suitable location once the Covid-19 curbs are alleviated, Hoshino said.

Hoshino Resorts operates several hotel brands for a variety of budgets, but is best known for its high-end resorts in Hoshinoya.

While the coronavirus has fundamentally changed travel, opportunities still exist, according to Hoshino. Back in Japan, the company will be wary of hotel development in urban areas due to oversupply from a recent tourism boom, leaving many operators in those locations under financial pressure.

Inside the Hoshino Resort Flagship Hotel & quot;  Hoshinoya Tokyo & quot;

Hotel Hoshinoya Tokyo, clockwise from the upper left, the entrance, the reception desk, the corridor to a dining room and an open-air hot spring bath.

Photographer: Kiyoshi Ota / Bloomberg

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