
Hospitality Experience
Brand Development
Market Research for developing the luxury resort brand of a Japanese Luxury Boutique Hotel Chain, with properties in Nikko and Lake Yamanaka Village. The Consultant was engaged to provide spa and wellness consulting services, supporting the project’s spa and wellness concept development and market research.
Project scope
Horwath HTL was engaged to conduct market research and provide spa and wellness consulting services for the development of a luxury resort brand by a Japanese boutique hotel chain, featuring properties in Nikko and the Fuji Five Lakes region. The project aimed to refine the overarching brand identity while crafting bespoke spa and wellness concepts, establishing the foundational pillars for a cohesive luxury experience.
The client’s development includes an approximately 8,116 square meter GFA, 38-key luxury resort in Nikko, and an approximately 9,519 square meter GFA, 49-key luxury resort in Fuji Five Lakes. Both resorts feature integrated spa facilities, with the Nikko property offering a luxury spa and the Fuji Five Lakes property including a spa with onsen, leveraging traditional Japanese wellness elements.
The scope of work began with establishing the overall wellness concept and foundational pillars for the brand. This comprehensive framework defined the brand’s wellness ethos, integrating traditional Japanese practices with contemporary wellness trends to create a distinctive, high-end identity. Horwath HTL then conducted in-depth spa market research, analyzing the wellness market size, prevailing trends, and competitive landscape. The research covered both direct competitors within Japan and leading international benchmarks, ensuring the concepts were globally competitive while retaining local authenticity.
Using the insights from this analysis, Horwath HTL developed detailed wellness concepts tailored to each resort’s location and character. For Nikko, the focus was on a serene, zen-inspired retreat, emphasizing holistic well-being and mindfulness. For Fuji Five Lakes, the spa with onsen offered an immersive connection to the natural surroundings, combining traditional Japanese bathing rituals with luxury wellness experiences.
This project positioned the client’s luxury resorts to set a new standard in Japan’s high-end hospitality sector, blending cultural heritage with innovative wellness offerings. Horwath HTL’s work ensured a cohesive, market-driven brand strategy that will resonate with both domestic and international luxury travelers.
Project Location
Multiple Cities , Japan