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Hoshino Resorts plans to expand into North America by opening an onsen ryokan (Japanese hot spring hotel) in New York State in 2028. This announcement was made by Yoshiharu Hoshino, CEO of Hoshino Resorts, during an online press conference on October 17. It will mark the first time a Japanese hotel company opens an onsen ryokan in North America.
Onsen Ryokan in Sharon Springs
The ryokan will be located in Sharon Springs, New York, approximately a 3.5-hour drive from Manhattan. Historically, the area’s hot springs were used by Native Americans for their healing properties.
In the mid-19th century, it became a popular resort destination among the wealthy. However, its prominence declined in the 20th century with the rise of air travel.
Hoshino emphasized that the region’s seasonal climate is “a critical factor for creating a Japanese onsen ryokan.”
Luxury Accommodations and Authentic Cuisine
The hotel is expected to feature between 20 and 70 guest rooms, along with outdoor hot spring baths and authentic Japanese cuisine. It will target guests from high-population, high-income areas such as New York City and Boston, aiming for multi-night stays.
While the hotel’s name has yet to be decided, Hoshino mentioned it will reflect the essence of a traditional Japanese onsen ryokan.
Onsen are popular among inbound tourists to Japan. Although some visitors avoid communal baths for religious reasons, foreign hotel chains have recently begun offering private baths for families to experience Japanese bathing culture.
Promoting Wellness Tourism
Japan’s tourism industry, both regionally and nationally, is increasing its promotion of natural hot springs alongside food and nature as part of the wellness experience. This effort aims to meet the growing demand for Japanese cultural and wellness tourism.
Hoshino Resorts currently operates five international properties, including locations in Indonesia, Taiwan, and mainland China. As part of its expansion strategy into North America, the company began managing the Surfjack Hotel & Swim Club in Hawaii in 2020 and RISONARE Guam in 2023.
“There are about 1,200 hot spring locations in North America,” Hoshino explained, noting that the company had carefully scouted potential sites for expansion.
In a previous interview with The Sankei Shimbun, he stated, “There is definitely demand for onsen ryokan in North America.”
At the latest press conference, he reiterated his ambition to “establish a foothold in North America, the heart of the hotel industry.”
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(Read the article in Japanese.)
Author: Keiko Tamura, The Sankei Shimbun