2024The number of foreign visitors to Japan in 3686 reached a record high of XNUMX million. Recently, inbound tourists are not only coming to every corner of Japan. High-end, highly unique services - for example, the number of foreigners coming to stay at inns, which used to be out of reach, continues to increase year by year.

There is a man who hoped for such a day to come 20 years ago, and who started building an organization and steadily promoting it overseas. That man is Hiroki Fukunaga, leader of "THE RYOKAN COLLECTION." In the first installment of our serial feature "The Pride of Ryokan Ryokans," we spoke to him in detail about what kind of organization he runs.

2004: "THE RYOKAN COLLECTION" established

I first founded the organization that would become The Ryokan Collection in September 2004, when I was 33 years old.

At that time, the only source of luxury travel was on the east coast of the U.S. So I was mainly based in New York and devoted myself to various PR and sales activities.

At the time, the word "ryokan" (Japanese inn) was not understood overseas. First of all, the word "Ryo" could not even be pronounced in English.

Many years have passed since then, and we now have an inbound tourist population that is increasing, with wealthy people coming to Japan to stay at luxury inns. When I hear and see the word "ryokan" on the lips of foreigners, it feels like a different era.

The Ryokan Collection is an international hotel consortium specializing in Japanese inns and small hotels, with the slogan "Bringing Japanese inns to the world of RYOKAN." There are currently 53 member facilities, and the number of individual foreign members has exceeded 10.

The number of pre-orders for this collection was at an all-time high in 2019 before COVID-XNUMX, but now it is about three times that amount.

Things you can only find at a Japanese inn

It has been exactly 20 years since I started running The Ryokan Collection, and during that time my reverence for ryokans has only grown stronger, but I have my own theory as to why foreigners have become so attracted to ryokans.

The popularity of Japanese inns is skyrocketing, and I believe one of the reasons why so many foreigners visit is the experience of meeting new people.

In large hotels run by large corporations, service is of course provided, but it is difficult to see the personal details. On the other hand, in the case of Japanese inns, the people who provide service every day are right in front of you.

And the most important thing is that it is the owner or landlady of the inn who has continued to guarantee the history and quality of the hospitality of the inn. It is because the owner or landlady keeps a close eye on things that the inn can continue to stay in good condition.

Because the inns are small, you can actually meet the owners and landlady and have a quick conversation, which is extremely valuable.

This type of lodging can be found only in Japan. Our goal is to spread the value of this Japanese culture to the world and further increase its recognition.

Tourism preserves Japanese culture

Currently, some parts of the tourism industry are extremely obsessed with numbers, and there is a tendency to pander to foreign visitors and only ask for their money.

However, we at The Ryokan Collection have no intention of pursuing only numbers and money, and we hope that tourism will serve as a way to protect the country's culture. What's important is that Japan's tourism industry will continue to exist permanently and for all eternity.

To achieve this, tourism must preserve Japanese culture, rather than being profit-driven and destroying its original form and appearance. My conclusion is that the only way for this country to shine on the world stage once again is to make its culture shine.

In that sense, a ryokan is like "everyday is an exposition." Even without a world exposition, people from all over the world can experience Japanese things and spirit at a ryokan. As a result, the culture of this country will be appreciated.

In other words, can't we create a system where local inns can lead the whole region, and the tourism industry can lead the whole industry in the country? I want to make this a reality with "The Ryokan Collection."

His training began as a hotel bellboy

So how did I come to create "The Ryokan Collection"?

I will start by working at the Hotel Pacific in Shinagawa, but after working there for a while I will move to Singapore to work at the Meridien Singapore.

After that, I joined the Japanese branch of Meridian Hotels and became the sales manager of the Tokyo branch, although I was based at the headquarters. My job included launching hotels in various countries and giving lectures on the Japanese market. I went to hotels all over the world.

Why doesn't Japan have a global presence?

While working there, I began to wonder why Japan, despite being a decent country and known for its hospitality and kindness, doesn't have a global presence.

At that time, the general managers of the European hotels under the Meridien chain gathered in Japan for a conference. About 15 people from various countries came, and although the conference was held in Tokyo, they went to a high-class inn in Atami as a retreat.

It was about 30 years ago. We all wore yukata, sat on the tatami mats and ate meals on a tray. Later, the image of the hotel's general managers taking a bath was featured in a British newspaper. It was the first time that hotel professionals had come to a Japanese inn and experienced Japanese culture for the first time, and everyone was quite happy.

That's when I became interested in ryokans. After doing some research, I found that they had a great history and there were a lot of them. I was young at the time and didn't know anything about the country. But I was surprised to find that wherever I went in the country, there were beautifully furnished inns and great food.

A bridge between Japanese inns and people from around the world

I found the people at the inn and the locals very interesting. However, I found myself thinking, "Why don't people around the world know about this wonderful thing, even though there are so many of them?" and, furthermore, "Why don't the people at the inn try to tell people around the world about it?"

That's how I started visiting people at inns to talk to them. In Europe, there were already consortiums like Relais & Chateaux and Small Luxury Hotels. So I wondered if I could become a bridge between Japanese inns and people around the world, and came up with the model of "The Ryokan Collection."

Incidentally, at that time Japanese inns were also beginning to feel a sense of crisis that if they continued to rely solely on the power of powerful travel agencies to bring in customers, they would eventually go bankrupt.

Ryokan families are at the heart of local culture

Inns have a close connection with the local community. Whether it's the primary industry or various craftsmen, there's no doubt that inns are a place to showcase the local area. In this respect, there are no similar examples of inns among Western hotels. So I thought that if we brought foreigners to a completely domestic inn, it might help revitalize the local area.

The third principle of The Ryokan Collection is to contribute to the development of Japanese culture, local culture, and the local economy. At the time, I had hoped that I would be able to achieve this someday. So, I have always held that hope in mind.

What has made this possible is the local culture that has woven together a diverse history, and at the heart of it all is the Japanese inn family.

14 accommodations that agreed

I decided to start up "The Ryokan Collection" and left my company in 2003. I was 33 years old. But you can't just start up a business straight away. I traveled around the country, meeting with about 100 inn owners and telling them my ideas.

About 32% of the people don't want to accept foreigners, and on top of that, I was surprised to see a 3 or XNUMX year old kid suddenly appear (lol) and start talking incomprehensible things.

Although they hardly listened to what I had to say, at the time, the owners of 14 houses said, "That's interesting." They felt that in order to pass on the area to the next generation, they needed to be a little more conscious of overseas markets, given the concern that demand would taper off within the country alone.

Initially, we named it the "Luxury Ryokan Collection." We started with 14 hotels in September 2004. The original members who are still with us today are Hiiragiya, Sumiya, Gora Kadan, Hakone Ginyu, Seiryusou, and Yagyu no Sho.

The impressive array of high-end accommodations

At first, I didn't know if customers would come, so I couldn't even take any money. So it was difficult for the first three years. That was the hardest part.

We were paid on a contingency fee basis, and the rest was our own investment. Even when we received a fee, at first it was all out of pocket, and it felt like we could die at any time (laughs). Thanks to that, I did a lot of part-time jobs.

Although we were in a difficult financial situation, we thought that if we were to introduce Japanese lodgings to the world, it would have a stronger impact on overseas audiences if we lined up high-end lodgings that are recognized in Japan. We thought that if we did that, the world would definitely turn its attention to us.

Continue to use the word "ryokan"

We removed the word "luxury" from "Luxury Ryokan Collection" because we thought using that word was uncool. In the case of Japanese inns, they have quietly inherited their essence like tarnished silver, without flaunting it. It's more prestigious than luxurious. Instead, we added "The" to make it "The Ryokan Collection."

The thing I was most particular about was continuing to use the word "ryokan." I wanted to raise awareness so that people all over the world would be able to pronounce "RYOKAN" in English.

What was the trigger for this leap?A 15-page feature in "Travel & Leisure"

At the time, luxury travel information was disseminated through magazines such as Travel & Leisure and Condé Nast Traveler. They were all based in New York. I would often go there to sell my knowledge and educate people.

As I was working hard, Travel & Leisure magazine ran a 15-page feature on The Ryokan Collection. The cover featured Asaba in Shuzenji, Izu, which was a member at the time.

The interview was done by Shane Mitchell, a well-known writer in the travel industry, who took us on a week-long trip to Asaba, Gora Kadan, Yagyu no Sho, Hiiragiya, and other places. In her article, she described the history of Japanese inns, their thoughts, and the stories that have been woven by their families for generations.

There is no service manual, and no celebrity chef. But how is it that they are able to provide the best service and the best food? She delved deeper into the matter. She explained that it is the Japanese culture, the culture of showing hospitality to those who come to their homes, and that it is only possible for Japanese people to do so, valuing the four seasons and maintaining delicate relationships with artisans and producers.

What's even more surprising is that it can be found all across Japan. It's a story that doesn't exist anywhere else in the world.

This article gained worldwide publicity, and the name "The Ryokan Collection" spread all at once. This was a major turning point. We had a hard time at the start, but our work in New York finally paid off.

Since then, major TV stations such as CNN and BBC have started to visit, as well as many magazine media. As a result, the number of customers has increased dramatically.

The joy of experiencing something new at a ryokan

So what happened to language problems at the time? In the past, there were many inns where you couldn't speak the language. But I've always said, "It's okay if you don't speak the language." It's fine if you can convey the charm of the place to foreigners.

The cabin attendants are not intimidated at all, and always say things like, "Welcome," "You must be tired," "It's okay," and "Please, please." The foreigners look dumbfounded, but that makes them happy.

Rather than trying to change anything about language or foreigners' customs, it is much more important to convey your feelings to them. This is because foreigners are here to see a different culture, and they are looking forward to meeting new people and having new experiences.

"That's what a hotel is like."

For example, there are complaints about the food. There are things you can and can't eat, and there is no menu, so you can't choose. Meal times are fixed, so even if you arrive in the middle of the night, you can't eat.

People often ask me if it's "the best inn in Japan" and you arrive in the middle of the night and can't eat anything, but I have one answer: "That's what inns are like." "If you don't like that, go to a hotel." That's it.

That's how we've built the inn's brand, and that's how we want to continue. I have the utmost respect for what the owner and the proprietress have done up until now, and I think passing that on to future generations is the way to protect the inn's culture and brand.

From the next issue, we will finally start a series of interviews with the owners and landladys of the facilities that are members of "The Ryokan Collection." I am really looking forward to what they will have to say.

Hiroki Fukunaga

Representative of THE RYOKAN COLLECTION. Born on May 1970, 5 in Nishinomiya, Hyogo Prefecture. After working for a luxury hotel chain in the UK for about 9 years, and with the backing of a network of people involved in the wealthy travel industry from around the world, he launched Japan's first luxury inn consortium, "The Ryokan Collection," in 15. He promotes marketing and PR for member inns in overseas markets, and works to build a brand that surpasses first-class hotel chains overseas. He also serves as a director of the Japan Culture Promotion Organization, a general incorporated association.

Composition/Written by:Toshizumi Ishibashi

Photo by Toshiyuki Furuya