"Experiential hospitality" has become the hottest buzzword in our industry.
Every conference, podcast, and property claims to be mastering this "new" approach to creating transformative guest experiences.
But while we're all rushing to perfect this trend, there's a hotel in Japan that's been quietly mastering it for over 1,300 years.
Their success offers invaluable lessons for anyone looking to create extraordinary experiences in today's competitive landscape.
Here’s how Nishiyama Onsen Keiunkan became the blueprint for experiential hospitality…
The story begins with Fujiwara Mahito.
He was the son of an aide to Emperor Tenji and discovered healing waters in the Akaishi Mountains in 705 AD.
Rather than keeping this treasure for nobility, Mahito made a revolutionary choice: create a sanctuary where anyone – from farmers to shoguns – could embrace nature's power.
This was unheard of in feudal Japan.
Generation after generation the family refined their approach, channeling volcanic waters into private baths and positioning buildings to frame mountain views.
They didn't just build on the land – they built with it.
The power of this vision drew Japan's most influential figures:
- Takeda Shingen, one of Japan's most famous feudal warriors
- Tokugawa Ieyasu, founder of the Tokugawa shogunate
- Even the current Emperor of Japan, Naruhito
Legend says Tokugawa used the inn for secret meetings with spies planted in rival armies – meetings that would help unify Japan.
The hotel's resilience matched its reputation.
Through fires, a devastating rockslide in 1925, and a major typhoon in 1982, they rebuilt and adapted. The main building has been relocated three times throughout its history.
But one thing never changed.
For 52 generations, one family preserved Mahito's original vision:
Let nature, not luxury, be the star.
And that's what makes arriving at Nishiyama Onsen Keiunkan today so special.
No marble lobbies. No gold accents.
Instead, you find:
- Natural stone paths winding through ancient forests
- Staff in traditional kimonos guiding you to your room
- Mountain views framed like artwork
- Volcanic waters flowing freely, just as they have for 13 centuries
While modern hotels compete with luxury amenities and technology, this ancient sanctuary creates perfect moments:
- Stars visible only in mountain skies
- Steam rising from thousand-year-old springs
- Silence broken only by ancient rivers
They were so focused on perfecting the guest experience that they didn't even realize they were the world's oldest hotel – until Guinness handed them the award.
Their dedication reveals three timeless principles–
First, location is everything.
Not just accessible, but irreplaceable.
The hotel sits at the foot of the Akaishi Mountains, where volcanic waters have flowed continuously for 1,300 years.
They understood that when nature becomes the experience, no amenity can compete.
Second, authenticity creates luxury.
This means:
- Handcrafted tatami rooms that honor tradition
- Seasonal kaiseki cuisine celebrating local ingredients
- Traditional tea ceremonies connecting guests to centuries of culture
Third, experiences trump amenities.
Instead of chasing trends, they focus on moments that can't be replicated:
- Private soaks in volcanic spring baths
- Meditations on mountain-view platforms
- Ancient bathing rituals preserved through generations
Modern properties are beginning to rediscover these same principles.
The Cliffs at Hocking Hills transformed a former Boy Scout lodge into an extraordinary waterfall retreat…
In the heart of Ohio.
They enhanced the property's natural rock formations, creating a stunning waterfall and swimming area that became the centerpiece of the guest experience.
Every design choice was made to showcase and celebrate the surrounding landscape.
With over 630,000 engaged Instagram followers, and an extensive waitlist, they're proving that when nature leads the experience, guests will follow.
Babylonstoren in South Africa reimagined what a farm experience could be. This 1692 Cape Dutch farm was transformed into an immersive hotel.
Guests don't just stay at a farm – they live it:
- Gardens that span over 8 acres
- Daily harvesting with the garden team
- Wine tastings from their own vineyard
- Workshops in bread baking and tea blending
- Morning walks through fruit orchards
Each detail shows how authenticity creates the most compelling guest experiences.
Sheldon Chalet in Alaska sits at 6,000 feet, accessible only by helicopter.
At $32,000 per night, guests come not for marble bathrooms, but for experiences that can't be replicated:
- Private glacier skiing
- Aurora viewing from their observation deck
- Dining in one of Earth's most remote locations
Modern travelers crave what Nishiyama Onsen Keiunkan mastered centuries ago – deep connection with nature, authentic experiences, and moments that can't be replicated.
As our industry races to create the next "experiential" concept, perhaps we should look back before looking forward.
The blueprint has been here all along.
___________________
Exciting news for your hotel!
We’ve expanded the Oasi team to bring you the same strategies and expertise that fueled Onera’s success.
From boosting your social media presence and marketing strategies, to optimizing pricing and offering full-service property management, we’re ready to help your property attract the Modern Traveler and maximize your returns.
Fill out an inquiry here and let’s explore how we can work together.
See you guys next week!
-Ben Wolff
P.S. - A handful of you guys have mentioned that you are missing my emails and they are getting pushed to other tabs in your inbox. Here’s two ways to avoid missing the weekly action:
- Move/ drag this email into your “primary inbox”
- Reply to this email
📸 Looking to Learn More? Check Out My Daily Content on Instagram
🎥 Check Out My Episode on The Rich Somers Report on Giving Modern Travelers An Experience & Strategies That Led to Onera’s Success
🎥 Check Out My Roundtable with Isaac French, Zach Busekrus and Nick Purslow on the Future of Unique Hospitality
Ben Wolff
Find me on X or LinkedIn
Did someone forward this to you? Sign up here to get value around hospitality, hotels, short-term rentals, branding and business every Tuesday.
Unsubscribe | Update your profile | 13359 N Hwy 183, STE 406-306-37858, Austin, TX 78750
