#Japan #Tokyo #hospitality #Ota #Hinotori

Hinotori's Innovative Approach to Hospitality Marketing

In the face of fierce competition, many hospitality businesses find themselves trapped in a cycle of price wars and heavy reliance on Online Travel Agencies (OTAs). Hinotori Co., Ltd., based in Shibuya, Tokyo, aims to break this cycle by strengthening its comprehensive marketing support tailored specifically for lodging facilities. The focus is to maximize direct bookings while moving away from OTA dependence, setting a new standard in the hospitality marketing landscape.

Addressing the Challenges of OTA Dependence

Today's lodging marketing often suffers from fragmentation, with various strategies operating independently without a cohesive approach. This disjointedness leads to what is known as 'partial optimization.' Immediate sales boosts may be achieved through OTA promotions and price adjustments, yet the absence of a long-term strategy hampers the identification of unique strengths of the establishment.

Lodging facilities have historically relied on ad hoc improvements rather than a robust strategy that redefines their identity and offerings. As a result, many find themselves unable to increase direct bookings, thus perpetually dependent on OTAs with high commission fees.

A significant challenge lies in the disconnection between sales strategies and social media (SNS) management. Although SNS platforms can serve as powerful tools to relay the inn's concept and appeal directly to potential guests, many operators use these channels ineffectively. The focus becomes more about gaining followers rather than fostering direct bookings, resulting in an inability to connect social media engagement to measurable booking outcomes.

Hinotori recognizes these issues and has established a coherent support system that integrates strategy with implementation. By leveraging data analysis, the company devises unstoppable strategies that are reflected immediately in on-the-ground execution, effectively creating a sustainable customer attraction framework.

Comprehensive Support Menu for Maximizing Direct Bookings

Hinotori’s offerings encompass every aspect of lodging marketing. Here’s a look at their comprehensive support menu:

1. Strategy and Concept Redefinition (Foundation Building)

The first step involves rediscovering the true strengths of the lodging facility through data analysis and direct on-site interviews. By clearly identifying the target audience, Hinotori builds a cohesive concept that serves as the guiding principle for all marketing initiatives, ensuring consistency across SNS communications, promotional plans, and public relations strategies.

2. Optimization of Sales Channels (OTA and Website Improvements)

With a strategy in place, Hinotori executes everything from image and video production to targeted promotional actions. Constructive advice is provided for enhancing official websites, alongside strategic channel operations that avoid ad hoc tactics and ensure long-term effectiveness.

3. Accelerating Customer Attraction (SNS and Ad Operations)

Social media such as Instagram will be aligned with sales strategies to effectively reach potential and preparatory customers. Collaborations with influencers and targeted advertising through platforms like Meta will collectively create robust pathways for bookings. Additionally, the use of LINE's official account will facilitate a multi-faceted approach to drawing in repeat visitors.

4. Team Support and Enabling Self-Sufficiency

Hinotori employs a team of specialists in analytics, creative, and advertising to work closely with facilities. By closely monitoring operational aspects and rapidly executing the PDCA (Plan-Do-Check-Act) cycle, the team focuses on achieving measurable results. Ultimately, this approach aims to transfer developed knowledge and expertise back to the site, encouraging internal self-sufficiency.

Case Study: Bettei Hanakasu (Yamanashi Prefecture, Isawa Onsen)

Hinotori recently collaborated with Bettei Hanakasu, transforming its marketing strategy significantly. After a thorough revision of its concept and SNS-based booking pathways, the property's direct booking ratio skyrocketed from 10% to an incredible 45%. This reconfiguration alleviated the facility's heavy reliance on OTAs and enabled a more control over revenue streams amidst fluctuating market conditions.

Challenges Addressed:

• - Overdependence on OTA-generated traffic leading to vulnerability to price and condition competition.
• - Inability to influence sales and occupancy rates based on broader regional pricing trends.

Support Implemented:

• - Established SNS as a primary touchpoint for bookings.
• - Consistent SNS engagement to bolster contact with potential customers.
• - Redefined accommodation plans and promotional content aligned with their new concept.
• - Enhanced website visuals and messaging for a unified promotional approach.

Achievements:

• - Direct booking ratio improved from 10% to 45%.
• - SNS following grew from approximately 1,000 to about 8,800.
• - Revenue reached a steady growth rate of 130% to 150% year-on-year.

Due to Hinotori's strategic design, SNS emerged not just as a branding tool but as a vital entry point for bookings, establishing a booking structure that is less swayed by price changes or OTA conditions.

For more case studies or to connect with Hinotori Co., Ltd., visit Hinotori's corporate site or explore their expanded services and media. They are committed to creating a world where the genuine spirit of local tourism is celebrated and rewarded.