‘How do you make visitors stay more nights at your property?’ was one of the questions asked to Japanese hoteliers at the recent JATA T-Expo in Tokyo.
In a symposium entitled ‘Diversifying destinations for sustainable growth’, a panel discussed the appeal of truly local experiences – in this case, Japanese activities like seeing monkeys bathing in hot springs, wearing Yukata pyjamas and Japanese-style sandals, pottery making and traditional archery.
Owners of local ryokans – traditional Japanese guesthouses – also discussed how they had improved sales.
Embracing culture differences was a key theme; sleeping on tatami mats was an attraction in itself, not a comfort problem.
For example, Kyoko Ikawa, executive vice president of Tourism Culture Co, revealed that she had remodelled some of her rooms to feature Western-style beds, only to change back to the Japanese style following guest feedback.
“Being in the boondocks – this is what is left of real Japan for people who have been four or five times,” commented Hatsuko Mizutani, GM of global sales at JTM Global Marketing. “They are now accustomed to the public onsen and used to the cuisines and etiquette.”
Having a local resident as a guide was also considered a draw-card, particularly for high net worth individuals, who would stay in a room costing JPY40,000 (approx. US$400) per night. Being shown by a local how to eat nori, the Japanese seaweed dish, for example, creates a memorable experience.
The idea of making somewhere ‘great to visit’ should be superseded by the concept of making a place ‘great to live’, delegates heard, so locals would want to share their lives with visitors.
Hoteliers were also encouraged to stick to authentic – and even inefficient – services that represent a slower pace of life. In particular, the hosuma sliding door, which requires three different steps to be used, reflects a sense of community that is more important than speed, even in today’s busy world.
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