Urban ambassadors
HOSHINO ’ S OMO BRAND IS DESIGNED TO GET GUESTS IMMERSED IN JAPANESE CITY CULTURE .
Contributed by DEBBIE CARLSON
Most hotels seek to create memorable guest experiences within the property . Hoshino Resorts ' new Omo brand wants its guests to get off the property and experience local culture .
The entire design of the hotel — from a giant map in the lobby highlighting local dining and sightseeing spots to small rooms that are comfortable sleeping quarters versus hangouts — seeks to help guests “ get down with the local rhythm ,” as Omo ’ s mission states .
Omo , the fourth brand from Nagano , Japanbased Hoshino Resorts , launched in spring with
A wall map helps guests navigate the neighborhood . two locations , in Asahikawa , Hokkaido , and Otsuka , Tokyo . It ’ s a departure from Hoshino ’ s luxury brands , usually situated in traditional resort areas . Rather , Omo hotels will often be built in off-the-beaten-path areas of city centers and cater to middle-class tourists who prefer barebones , business-centric hotels to save money but still want personalized service and to sight-see . As Japan gears up for the 2020 Olympics , which analysts expect to lead to oversupply after the three-week event , Hoshino Resorts ’ approach to Omo bodes well : efficient service models and knowledge of local marketplace dynamics . In fact , CEO Yoshiharu Hoshino believes his group might be able to thrive by gaining management of non-performing assets — some of them under the Omo label .
CULTURAL IMMERSION Learning the local culture is at the heart of Omo , so the hotels reflect what ’ s unique about their location , says Hoshino . At its first property , Omo7 Asahikawa , guests are greeted by a white-birch display representative of Hokkaido , while at Omo5 Otsuka , guests see a “ Go-Kinjo ” map ( Kinjo means neighborhood ) displaying what ’ s available nearby to see and eat .
Keeping with the idea of the hotel as a launching pad for exploration , the lobby , or “ Omo Base Lounge ,” has an open floor plan and communal
September 2018 hotelsmag . com 39