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Be a Pure Hotel Operator
An Interview with Mr. Yoshiharu Hoshino， the President of Hoshino Resorts
2017年9月12 日、13 日，日本度假村管理公司星野集团在北京、上海两地召开了在中国的首次发布会，宣布为中文用户打造的 “星野界”中文官网：kai-ryokan.cn 正式上线。期间，星野集团社长星野佳路先生与《酒店精品》杂志出版人王奕先生在北京会面，分享了很多关于酒店经营的独到见解。星野先生谦虚、务实的谈话风格尤其让人印象深刻。
September 12 and 13， 2016， Hoshino Resorts held two brand conferences in Beijing and Shanghai for the first time in China to announce the launch of kai-ryokan.cn， the official Chinese website of KAI designed for Chinese users. Mr. Yoshiharu Hoshino， the President of Hoshino resorts met with Mr. Wang Yi， publisher of Hotel Elite magazine in Beijing to share his thinking about hotel operation and his easy-going and down-to-earth style was quite impressive.
About KAI Brand
关于“界”品牌
星野佳路先生：星野集团目前经营着37家酒店，两家在海外（注：分别是巴厘岛虹夕诺雅和大溪地的Hotel Kia Ora Resort & Spa ），另外35家在日本。
我们的界品牌是日式傳统温泉旅馆，目前在日本有14家。这是一种主打天然温泉和日式美食的传统住宿形式，这种形式在日本已经有300多年的历史，深受日本民众喜爱，目前界品牌80%的客源是日本人。界品牌的房间数量一般在50间左右，属于精品温泉旅馆，我个人非常推荐体验界品牌，因为它有着非常传统的日式风格。当然，我家乡轻井泽的虹夕诺雅酒店也特别推荐给中国客人。中国游客最初喜欢去东京、大阪这样的大城市，现在越来越对探索日本未知的地区感兴趣。
Mr. Hoshino： We are managing 37 resorts， 2 outside Japan （ Note： one is Hoshinoya Bali and the other one is Hotel Kia Ora Resort & Spa in Tahiti） and 35 in Japan.
Our KAI properties are Japanese traditional hot spring resorts. We have 14 KAI properties now in Japan with natural hot spring， Japanese cuisine and very traditional accommodation style which has existed for more than 300 years and is quite popular among Japanese. More than 80 percent of KAI's guests are Japanese especially during weekends and summer vacation. I do recommend KAI brand to Chinese guests for its authentic Japan experience and of course Hoshinoya Karuizawa in my hometown. Chinese guests like to visit big cities like Tokyo， Osaka at first but now they begin to explore the unknown areas in Japan.
About Hotel Design
关于酒店设计
星野佳路先生：对于星野的各个酒店品牌，我们会找到合适的专属设计师。虹夕诺雅的建筑设计师是东利惠女士，只要是虹夕诺雅品牌，我们就会与她合作。温泉旅馆品牌“界”目前的扩张速度很快，因此我们对于界选择了三位建筑设计师。
我想说的一点是，度假村设计与城市酒店设计的区别还是很大的。对于度假村设计，我们首先需要一位景观设计师，其在项目初期的作用非常重要。通常，当我找到了合适的选址，我会和景观设计师一起到现场考察，一起构思建筑的合适位置、造景的创意等等。这些计划工作结束后，才是建筑设计师登场之时。
Mr. Hoshino： By different sub brands， we work with different architects and designers. Ms. Rie Azuma is our architect designer for Hoshinoya and we always work with her for all Hoshinoya resorts. We work with 3 architects for Kai brand. Since we are expanding the KAI very rapidly， we need multiple architects for KAI. One point I want to mention about the design of a resort is， it's quite different from designing a building in the cities. We usually bring in landscape architect first who takes more important role at the beginning of a project. So when I find a site， I usually go there with the landscape designer together to find where to locate the buildings and landscape ideas. We will bring in the building architects afterwards.
About City Hotel
关于城市酒店
星野佳璐先生：目前星野只经营着一家城市酒店，就是84间客房的东京虹夕诺雅。它的业主是日本最大的房地产商三菱地产，我们受业主委托完成对酒店的设计和管理。
城市酒店的定位往往是面向商旅人士，然而我们的兴趣一直是为纯粹的游客设计酒店，哪怕是城市酒店也一样。通过对旅游市场的研究你会发现，一个占很大比例的细分市场是城市旅游。很多人来东京这样的大都市只是单纯的游玩观光，体验这里的文化，与商务没有关系。因此，我们确定了开发城市酒店的定位，只设计运营面向游客的酒店。
对于虹夕诺雅度假村和温泉旅馆界来说，感到放松是重要的，而城市游客则需要更多的兴奋感，所以我们会确保客人入住东京虹夕诺雅时能有兴奋的体验。
游客来到一座城市观光，通常是不想在酒店里用餐的，而是希望体验当地的好餐馆。比如我来到北京，我就不想把时间都花在酒店里。我们的想法是不和城里的餐馆竞争，而是与他们合作。我们鼓励客人外出就餐，等晚上9点或10點外面的餐馆打烊后，客人回到酒店里，才是酒店服务开场的时间。将酒店里的酒廊、酒吧、夜宵这些服务运营好，在我看来对城市酒店更加重要。
Mr. Hoshino： We only have one city hotel in Tokyo which is the 84-room Hoshinoya Tokyo. Its owner is Mitsubishi Estate， the largest real estate company in Japan. They asked us to design and manage the resort for them.
Usually city hotel mainly targets business travelers， but what we are interested in is designing hotels just for the tourists even as a city hotel. If you look at the tourism market， a big segment is the city tourism. Many tourists coming to Tokyo have nothing to do with business. They just come to the city to enjoy themselves， sightseeing， experiencing the culture. So we want to design and operate a hotel just targeting city tourists. That's the idea of our concept of new city hotels.
For Hoshinoya resorts and KAI resorts， relaxation is a very important part， but city tourists want more excitement. We want to make sure the excitement exists even in our city hotel.
When people come to the cities for sightseeing， they usually do not want to dine in the hotels. They want to go outside and experience a good local restaurant. When I come to Beijing， I don't want to spend more of my time in hotels. Our idea is we should not really compete against the local restaurant but to work with them instead， so we encourage our guests to go outside to experience the local restaurant. But after they are closed around 9 or 10 o'clock， that's the time we should operate our lounge， bar and night snack well. Those services I think are more important to tourists in cities.
About Corporate Strategy 关于企业战略
星野集团至今有103年历史，经过了四代人的经营。我父亲将轻井泽的家族旅馆经营了30年，然后在1991年的时候传给了我。而我决定成为纯粹的酒店经营者，卸下业主包袱。拥有一家酒店时，如果你做得成功，利润是相当可观的，但是发展速度将会被拖延，因为你需要贷款来实现对资产的持有。为了和日本市场上的国际酒店品牌竞争，我们需要尽快扩大规模。因此，我们选择放下业主包袱，从而为扩张提速。
我认为酒店业的业主和投资者们会获得最多的收益，因为高收益是和高风险挂钩的。我们不想成为酒店的业主，一方面是因为没有足够的资金。而作为单纯的酒店经营者同样能从酒店经营中获取可观的收益，同时还能快速扩张。所以，我们创立了星野集团房地产投资信托基金公司，并在东京证券交易所上市，随后将全部资产出售给了这只基金，包括我家乡轻井泽的家族资产在内。我们不想拥有任何资产，所以转由这只上市基金持有，而我们为它运营。
其实很多人并不能理解，質疑我为什么连家乡的资产都出售了，这在日本是很罕见的。同行们通常是拥有几家酒店，同时运营几家酒店，完全舍弃拥有是很难做到的。但对我来说，一旦确定了正确的战略，就要将其贯彻实施。
Mr. Hoshino： Hoshino resorts is a family business with 103 years history for four generations. My father owned one hotel in Karuizawa and operated this hotel for 30 years and in 1991 I took it over， then I decided to become a pure operator instead of owning it. Owning a hotel is very profitable if it's successful， however it slows your growth down since you have to borrow money to own the asset. We have to expand our size to compete with international hotel brand in Japan， so we take up the speed of expansion instead of owning it.
I believe the owners and investors gain the most profits from the properties since it is high risk and high return. But we don't have enough capital and we thought we should be just pure operator. That really produce a huge profit from the operation and we can also expand very quickly. We created this REIT which is now listed in Tokyo stock exchange and we sold everything to the REIT including properties in my hometown. I didn't want to own any of that， so I let the REIT own it and we operate for them.
Many people don't understand at the time since I even sold hometown facilities， but I think that is the right strategy for Hoshino resorts. This is very rare situation because few companies are doing that in Japan. They usually own some and operate others. They can't really get away of owning. For me， once we come up with the right strategy， we do it and we stick with it. We concentrate on our strategy.
《酒店精品》：最后请对中国的游客们说一句话。
星野佳路先生：请您来日本时入住星野的酒店，
我们已做好准备招待来自中国的客人。
Hotel Elite： Please say one sentence to Chinese guests.
Mr. Hoshino： Please visit us in Japan and we are ready to welcome guests from China.
An Interview with Mr. Yoshiharu Hoshino， the President of Hoshino Resorts
2017年9月12 日、13 日，日本度假村管理公司星野集团在北京、上海两地召开了在中国的首次发布会，宣布为中文用户打造的 “星野界”中文官网：kai-ryokan.cn 正式上线。期间，星野集团社长星野佳路先生与《酒店精品》杂志出版人王奕先生在北京会面，分享了很多关于酒店经营的独到见解。星野先生谦虚、务实的谈话风格尤其让人印象深刻。
September 12 and 13， 2016， Hoshino Resorts held two brand conferences in Beijing and Shanghai for the first time in China to announce the launch of kai-ryokan.cn， the official Chinese website of KAI designed for Chinese users. Mr. Yoshiharu Hoshino， the President of Hoshino resorts met with Mr. Wang Yi， publisher of Hotel Elite magazine in Beijing to share his thinking about hotel operation and his easy-going and down-to-earth style was quite impressive.
About KAI Brand
关于“界”品牌
星野佳路先生：星野集团目前经营着37家酒店，两家在海外（注：分别是巴厘岛虹夕诺雅和大溪地的Hotel Kia Ora Resort & Spa ），另外35家在日本。
我们的界品牌是日式傳统温泉旅馆，目前在日本有14家。这是一种主打天然温泉和日式美食的传统住宿形式，这种形式在日本已经有300多年的历史，深受日本民众喜爱，目前界品牌80%的客源是日本人。界品牌的房间数量一般在50间左右，属于精品温泉旅馆，我个人非常推荐体验界品牌，因为它有着非常传统的日式风格。当然，我家乡轻井泽的虹夕诺雅酒店也特别推荐给中国客人。中国游客最初喜欢去东京、大阪这样的大城市，现在越来越对探索日本未知的地区感兴趣。
Mr. Hoshino： We are managing 37 resorts， 2 outside Japan （ Note： one is Hoshinoya Bali and the other one is Hotel Kia Ora Resort & Spa in Tahiti） and 35 in Japan.
Our KAI properties are Japanese traditional hot spring resorts. We have 14 KAI properties now in Japan with natural hot spring， Japanese cuisine and very traditional accommodation style which has existed for more than 300 years and is quite popular among Japanese. More than 80 percent of KAI's guests are Japanese especially during weekends and summer vacation. I do recommend KAI brand to Chinese guests for its authentic Japan experience and of course Hoshinoya Karuizawa in my hometown. Chinese guests like to visit big cities like Tokyo， Osaka at first but now they begin to explore the unknown areas in Japan.
About Hotel Design
关于酒店设计
星野佳路先生：对于星野的各个酒店品牌，我们会找到合适的专属设计师。虹夕诺雅的建筑设计师是东利惠女士，只要是虹夕诺雅品牌，我们就会与她合作。温泉旅馆品牌“界”目前的扩张速度很快，因此我们对于界选择了三位建筑设计师。
我想说的一点是，度假村设计与城市酒店设计的区别还是很大的。对于度假村设计，我们首先需要一位景观设计师，其在项目初期的作用非常重要。通常，当我找到了合适的选址，我会和景观设计师一起到现场考察，一起构思建筑的合适位置、造景的创意等等。这些计划工作结束后，才是建筑设计师登场之时。
Mr. Hoshino： By different sub brands， we work with different architects and designers. Ms. Rie Azuma is our architect designer for Hoshinoya and we always work with her for all Hoshinoya resorts. We work with 3 architects for Kai brand. Since we are expanding the KAI very rapidly， we need multiple architects for KAI. One point I want to mention about the design of a resort is， it's quite different from designing a building in the cities. We usually bring in landscape architect first who takes more important role at the beginning of a project. So when I find a site， I usually go there with the landscape designer together to find where to locate the buildings and landscape ideas. We will bring in the building architects afterwards.
About City Hotel
关于城市酒店
星野佳璐先生：目前星野只经营着一家城市酒店，就是84间客房的东京虹夕诺雅。它的业主是日本最大的房地产商三菱地产，我们受业主委托完成对酒店的设计和管理。
城市酒店的定位往往是面向商旅人士，然而我们的兴趣一直是为纯粹的游客设计酒店，哪怕是城市酒店也一样。通过对旅游市场的研究你会发现，一个占很大比例的细分市场是城市旅游。很多人来东京这样的大都市只是单纯的游玩观光，体验这里的文化，与商务没有关系。因此，我们确定了开发城市酒店的定位，只设计运营面向游客的酒店。
对于虹夕诺雅度假村和温泉旅馆界来说，感到放松是重要的，而城市游客则需要更多的兴奋感，所以我们会确保客人入住东京虹夕诺雅时能有兴奋的体验。
游客来到一座城市观光，通常是不想在酒店里用餐的，而是希望体验当地的好餐馆。比如我来到北京，我就不想把时间都花在酒店里。我们的想法是不和城里的餐馆竞争，而是与他们合作。我们鼓励客人外出就餐，等晚上9点或10點外面的餐馆打烊后，客人回到酒店里，才是酒店服务开场的时间。将酒店里的酒廊、酒吧、夜宵这些服务运营好，在我看来对城市酒店更加重要。
Mr. Hoshino： We only have one city hotel in Tokyo which is the 84-room Hoshinoya Tokyo. Its owner is Mitsubishi Estate， the largest real estate company in Japan. They asked us to design and manage the resort for them.
Usually city hotel mainly targets business travelers， but what we are interested in is designing hotels just for the tourists even as a city hotel. If you look at the tourism market， a big segment is the city tourism. Many tourists coming to Tokyo have nothing to do with business. They just come to the city to enjoy themselves， sightseeing， experiencing the culture. So we want to design and operate a hotel just targeting city tourists. That's the idea of our concept of new city hotels.
For Hoshinoya resorts and KAI resorts， relaxation is a very important part， but city tourists want more excitement. We want to make sure the excitement exists even in our city hotel.
When people come to the cities for sightseeing， they usually do not want to dine in the hotels. They want to go outside and experience a good local restaurant. When I come to Beijing， I don't want to spend more of my time in hotels. Our idea is we should not really compete against the local restaurant but to work with them instead， so we encourage our guests to go outside to experience the local restaurant. But after they are closed around 9 or 10 o'clock， that's the time we should operate our lounge， bar and night snack well. Those services I think are more important to tourists in cities.
About Corporate Strategy 关于企业战略
星野集团至今有103年历史，经过了四代人的经营。我父亲将轻井泽的家族旅馆经营了30年，然后在1991年的时候传给了我。而我决定成为纯粹的酒店经营者，卸下业主包袱。拥有一家酒店时，如果你做得成功，利润是相当可观的，但是发展速度将会被拖延，因为你需要贷款来实现对资产的持有。为了和日本市场上的国际酒店品牌竞争，我们需要尽快扩大规模。因此，我们选择放下业主包袱，从而为扩张提速。
我认为酒店业的业主和投资者们会获得最多的收益，因为高收益是和高风险挂钩的。我们不想成为酒店的业主，一方面是因为没有足够的资金。而作为单纯的酒店经营者同样能从酒店经营中获取可观的收益，同时还能快速扩张。所以，我们创立了星野集团房地产投资信托基金公司，并在东京证券交易所上市，随后将全部资产出售给了这只基金，包括我家乡轻井泽的家族资产在内。我们不想拥有任何资产，所以转由这只上市基金持有，而我们为它运营。
其实很多人并不能理解，質疑我为什么连家乡的资产都出售了，这在日本是很罕见的。同行们通常是拥有几家酒店，同时运营几家酒店，完全舍弃拥有是很难做到的。但对我来说，一旦确定了正确的战略，就要将其贯彻实施。
Mr. Hoshino： Hoshino resorts is a family business with 103 years history for four generations. My father owned one hotel in Karuizawa and operated this hotel for 30 years and in 1991 I took it over， then I decided to become a pure operator instead of owning it. Owning a hotel is very profitable if it's successful， however it slows your growth down since you have to borrow money to own the asset. We have to expand our size to compete with international hotel brand in Japan， so we take up the speed of expansion instead of owning it.
I believe the owners and investors gain the most profits from the properties since it is high risk and high return. But we don't have enough capital and we thought we should be just pure operator. That really produce a huge profit from the operation and we can also expand very quickly. We created this REIT which is now listed in Tokyo stock exchange and we sold everything to the REIT including properties in my hometown. I didn't want to own any of that， so I let the REIT own it and we operate for them.
Many people don't understand at the time since I even sold hometown facilities， but I think that is the right strategy for Hoshino resorts. This is very rare situation because few companies are doing that in Japan. They usually own some and operate others. They can't really get away of owning. For me， once we come up with the right strategy， we do it and we stick with it. We concentrate on our strategy.
《酒店精品》：最后请对中国的游客们说一句话。
星野佳路先生：请您来日本时入住星野的酒店，
我们已做好准备招待来自中国的客人。
Hotel Elite： Please say one sentence to Chinese guests.
Mr. Hoshino： Please visit us in Japan and we are ready to welcome guests from China.