Hoshino Resorts: How This CEO Built an Iconic Japanese Hotel Brand
Photo Caption: Source: Hoshino Resorts.
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Yoshiharu Hoshino, the CEO of Hoshino Resorts, is one of the world's most remarkable hotel executives. He's built a group of brands now intimately associated with Japan's tourism development and distinctive approach to hospitality.
Hoshino Resorts is small but punches above its weight. It only has 68 hotels, but several of them regularly top the most-recommended lists of Conde Nast Traveler and Travel + Leisure.
The 110-year-old company began with traditional inns. Since becoming its CEO in 1991, CEO Yoshiharu Hoshino has led the business in championing Japanese hospitality against a rising sea of sameness from global brands.
The group has grown its property count by 74% since 2019. It has another 11 in the pipeline. Notably, it's developing hotels nationwide, not just the best-known tourism centers.
CEO Yoshiharu Hoshino. Source: Hoshino Resorts. Hoshino Resorts' notable brand powerThe brand's strength is revealed in that "60% to 70%" of the Hoshino-branded reservations come directly through its website, a share of direct distribution exceeding that of the global hotel groups.
"One reason we've worked so hard to have this large brand awareness is to boost our
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