The US hotel and resort operator plans to open additional locations under its Fairfield by Marriott brand, which launched in Japan in 2020. These hotels are generally located at roadside rest stops and work with regional governments to highlight local attractions, such as by offering bento boxes featuring the area’s delicacies or access to nearby onsen hot springs. The rooms, which go for around ¥15,000 (US$107) per night, are popular among solo and younger travellers.

Marriott operates more upscale brands like The Ritz-Carlton, Sheraton and Westin in Japan’s large cities and vacation destinations. But it sees a growing opportunity beyond these areas as more travellers seek unique experiences off the beaten track.

Marriott is especially interested in the Kyushu region in southwestern Japan. It operates a Sheraton resort in the city of Miyazaki, and aims to have around 10 hotels in the region in two and a half years. Kyushu is near China and South Korea, which made it a popular destination before the coronavirus pandemic.

The company also eyes a recovery in incoming tourism. Japan plans a further easing of border curbs in September to allow unguided group tours.

This easing combined with a weak yen could encourage more overseas hotel operators to invest in Japan. Intercontinental operator IHG Hotels & Resorts is opening new lodgings in Tokyo’s Shibuya district and central Osaka. Hilton recently debuted its first hotel in the Shikoku region, and is gearing up for new openings in Osaka and Kyoto.