Hoshino Resort, a Japanese hotel operator, launched a new brand ‘LUCY’ specializing in mountain tourism as its sixth brand. The first hotel for the brand, ‘LUCY Oze Hatomachi,’ will open in Oze National Park, Gunma Prefecture on September 1 2025.
LUCY, defining as a mountain hotel, targets not only climbers but also regular travelers who want to enjoy mountain easily. For more comfortable stay, LUCY offers private bed room, warm-water bidet toilet or shower under the brand concept of ‘Touching your heart, Mountain Hotel.’
Yoshiharu Hoshino, Hoshino Resort CEO, said, “The new brand’s mission is that mountain can be one of travel destinations even for non-climbers.”
右が「LUCY 尾瀬鳩待」左は日帰り施設「はとまちベースCafe & Shop」
Need to rebranding mountain tourism
Hoshino Resort has appealed decentralization of tourists and enhancement of nature tourism as challenges to boost tourism in Japan. Pointing out that about 70% of inbound tourists to Japan concentrate on five prefectures including Tokyo and Osaka, Hoshino said, “That is one of reasons for the over-tourism phenomenon, and in reverse, most of the prefectures are under so-called under-tourism. It is important to solve the imbalance to increase inbound tourists and boost local economy.”
Citing ‘The Ahwahnee’ in Yosemite National Park and ‘Old Faithful Inn’ In Yellowstone National Park, Hoshino emphasized, “Global tourists want to say such the mountain hotels. Japan is a highly potential destination for nature tourism with 35 national parks and UNESCO World Heritages.”
新ブランド「LUCY」で開拓を目指すマーケット
A base hotel for the best hiking in Oze
LUCY Oze Hatomachi, located in the entrance of Oze National Park, has 25 private rooms in three-different types, a public space, shower rooms and ‘the last convenience store’ before going to hike. Local food dinner is also available. in addition, the hotel offers activities in sunset or sunrise times.
‘Hatomachi Base Cafe & Shop’ will open, too. Booking will be received from June 2 2025. Price is from 14,050 yen a night.
客室は3タイプで、写真は4人部屋のフォースルーム
夕食の豚汁。コンビニではドーナツやカレー、いなり寿司、ビールにつまみなど様々な商品を販売
