Hoshino Resorts Launches New Brand “LUCY”: A Mountain Hotel Providing Peak Comfort for Peak Adventures
Proposing a new style of travel to enjoy moments inspired by the great outdoors.
Today, Japanese hospitality group Hoshino Resorts launches a bold new brand: LUCY – reimagining Japan’s mountain lodge experience to make the country’s lesser-known majestic peaks more inviting and accessible to hikers of all levels, especially first-timers.
Hoshino’s vision for LUCY is to shine a light on Japan’s natural bounty, including its 35 beautiful national parks and other scenic marvels waiting to be discovered. While Japan’s inbound tourism continues to thrive, nearly 75% of visitor activity remains concentrated in the major hubs of Tokyo, Osaka, Kyoto, Hokkaido, and Fukuoka (source: Japan Tourism Agency).
For centuries, mountain stays in Japan have primarily consisted of humble huts with communal sleeping, built for ascetics enduring spiritual trials and less geared for leisure. LUCY’s new properties focus on offering travelers comfort, with private guestrooms, cafes serving hearty, locally inspired dishes, and markets selling mountain provisions – creating the ideal home base for seamless exploration of nature.
Opening September 2025, LUCY Ozehatomachi will be the brand’s first property, serving as a basecamp to Oze National Park—home to picturesque high-altitude wetlands most famous for their “mizubasho” wildflowers. The 25-room lodge will feature three room types with different bed configurations, as well as a Hatomachi Base Cafe & Shop, serving on-the-go meals and local treats like Hanamame (runner bean) soft-serve ice cream. Enhancing the Oze experience, LUCY Ozehatomachi will introduce special programming inspired by the magic of sunrise, sunset, and the night sky.
Please see here for additional details on this new brand.
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