Hoshino Resorts to Open Hotel in Oze Under New Lucy Brand
Brand Launch
Hoshino Resorts Inc. introduced a new brand named “Lucy” on April 22, inspired by the renowned English explorer Isabella Lucy Bird, who lived from 1831 to 1904. This brand aims to serve as a foundation for mountain tourism experiences.
The first Lucy hotel will be established in Gunma Prefecture, specifically at Hatomachi Pass in Katashina village. The opening is anticipated in September.
This pass is recognized as one of the main gateways to Oze National Park.
In addressing environmental concerns, the company’s President, Yoshiharu Hoshino, assured that the new hotel’s operation would not harm the ecosystem, stating that “it does not have the capacity to do so.” The company brings substantial experience in operating in ecologically sensitive areas, as seen in Iriomotejima Island and Taketomijima Island in Okinawa Prefecture.
Hoshino committed to taking the necessary actions to protect the Oze region while managing the new establishment.
Expanding the Lucy brand is part of a broader vision that aims to encompass multiple mountain tourism locations. There are also plans for Tateyama in Toyama Prefecture.
The upcoming Lucy Ozehatomachi by Hoshino Resorts will feature 25 rooms. It is situated on the land of the previous Hatomachi Sanso mountain lodge, previously managed by Tokyo Power Technology.
The hotel aims to accommodate “entry-level climbers” who might feel apprehensive about overnight stays in traditional mountain lodges. It will include amenities like private rooms, hot-water toilets, showers, and a 24-hour convenience store.
A café and shop, named Hatomachi Base Cafe and Shop, is set to be built alongside the hotel. The café and shop will open on August 1.
Hoshino highlighted Japan’s strength in cultural tourism while noting room for improvement in nature tourism. With 35 national parks across the country, he sees a significant opportunity for growth in this sector.
Additionally, Hoshino Resorts plans to unveil the 24th property in their “Kai” brand of hot spring inns in the Kusatsu Onsen resort area of Gunma Prefecture by spring 2026. This new 94-room establishment will offer a stunning view from a hillside overlooking Mount Kusatsu-Shirane.
Another development includes the operation of the former Tanigawadake Ropeway service on Mount Tanigawadake, which the company rebranded as Tanigawadake Joch in 2024. This effort to “rebrand the mountain” aligns with their objective to provide engaging mountain climbing experiences and diversify tourism initiatives.
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