Omotenashi is a unique hospitality approach that is exclusive to Japanese companies. Omotenashi is a Japanese philosophy in which the host gives the finest welcome with utmost sincerity. Nothing embodies the whole omotenashi Japanese-style hospitality than homegrown and a decade century-old Hoshino Resorts.

Founded by Kuniji Hoshino, Hoshino Resorts started as a ryoken or inn, and in 1914 it opened its first spring resort in Karuizawa - also known as the Japanese Alps. Its location has attracted a lot of famous figures such as notable authors, feminists, and poets including Akiko Yosana and Hakushi Kitahara.

Now run by a fourth-generation Hoshino, the hotel has expanded to 35 distinct locations. Their brands include Hoshinoya, Kai, Risonare, and Omo. Hoshino Resorts’ goal is to let its guests savor the whole Japan charm. The guests can try the swordplay, tea and sake tasting, Japanese traditional arts, and shamisen concerts. During its rebranding, Hoshino Resorts has leaned towards an eco-friendly policy and uses organic local produce for their dishes which is as comparable to Japan's finest restaurants. 

As a new century begins for Hoshino Resorts, it is committed to encouraging people to travel more. Guided by its mission "Dream big, manage steadily", Hoshino Resorts' future looks promising.