Travel + Leisure Co. is set to welcome guests to its newly refurbished ski-in/ski-out property, Club Wyndham Maruike Shiga Kogen, in Japan's Nagano Prefecture. The resort, acquired earlier this year, has undergone extensive renovations that blend traditional Japanese mountain aesthetics with modern Western amenities, including upgraded ski facilities and refreshed interiors.
Located in the Joshin'etsukogen National Park, the resort sits near the existing Club Wyndham Shirakabaso Shiga Kogen. This proximity creates a unique dual-resort experience, allowing guests to enjoy amenities across both properties, such as onsen hot springs, a whisky bar, and a full-service ski rental shop. The strategic positioning is designed to draw more international visitors, supporting local businesses and tourism growth.
Barry Robinson, President and Managing Director of International Operations at Travel + Leisure Co., highlighted the strategic importance of the move: "This purchase and opening of this resort are a strategic move to expand our presence in regional Japan. It gives us economies of scale and greater potential to offer guests enhanced experiences in a location we see growing in popularity as a year-round destination."
Expanding footprint in Japan
Travel + Leisure Co. remains the sole international hospitality operator within the national park, managing around 100 properties across the Asia Pacific, including 21 in Japan. The company's investment in Shiga Kogen underscores its commitment to elevating the destination's status as a premier ski resort and contributing to Nagano's tourism development.
Shiga Kogen is well-known for its winter sports and summer attractions, including its proximity to the 1998 Nagano Winter Olympics venue and the Jigokudani Snow Monkey Park. The resort's year-round appeal aligns with Travel + Leisure Co.'s strategy to cater to diverse travel preferences.
The refurbishment is part of a broader trend of hospitality investments in Japan's regional destinations. As international travel rebounds, operators are looking to capitalize on the country's unique cultural and natural offerings. For instance, recent partnerships aim to boost Japan inbound travel, reflecting the sector's optimism.
Travel + Leisure Co.'s dual-resort concept is a differentiator in the market, offering guests flexibility and a richer experience. The company's ability to leverage its existing property enhances operational efficiencies and guest satisfaction.
The resort's opening also aligns with the growing demand for experiential travel, particularly in destinations that offer both adventure and relaxation. The onsen hot springs and whisky bar cater to luxury travelers seeking authentic Japanese experiences, while the ski facilities attract winter sports enthusiasts.
As the winter season approaches, Travel + Leisure Co. is poised to capture a share of the ski tourism market. The company's investment in Shiga Kogen is a testament to its confidence in the region's long-term potential. With enhanced facilities and a strategic location, the resort is set to become a key player in Japan's hospitality landscape.
For travel professionals, this development signals opportunities for package deals and cross-selling between the two Club Wyndham properties. The dual-resort model could serve as a blueprint for other operators looking to expand in regional Japan, where infrastructure and tourism support are growing.
Travel + Leisure Co.'s continued investment in the Asia Pacific, particularly Japan, reflects a broader industry trend of focusing on high-growth markets. The company's portfolio expansion is likely to attract attention from competitors and partners alike, as the region's tourism potential remains strong.
