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HOSHINO RESORTS – EMPLOYEE EXPERIENCE TO DELIVER EXCEPTIONAL CUSTOMER EXPERIENCE

Although Asia is often stereotyped as a digitallysavvy region, in which cnnected technologies are all-pervasive, the truth is actually quite different. In Japan for example, fax machines still play a major -role in business communication and so does the hanko – a physical identification stamp held by individuals and companies alike without which almost no official undertaking can take place.

From luxury resorts to small-scale ryokan (traditional Japanese inns), Hoshino has built up an enviable portfolio of properties across Japan over its 100-year history, and today is expanding into markets across Asia such as Korea and Indonesia. Despite a diverse range of properties and a diverse range of customers, every location is imbued with a deep sense of place – drawing on local cultures and histories that embeds every property in the local environment and community.

So, while this speaks to a strong proposition of a consistent philosophy that can be adapted and flexed depending on local needs and nuances, it’s what happens within the Hoshino Resorts organisation that offers great learnings for brand and marketing leaders.

The brand operates on a very horizontal structure. While every employee is on-boarded to learn, understand and support the core facets of the Hoshino Resorts brand itself, they are heavily involved in each location’s brand experience, initiatives and messaging. This employee-led development and delivery of the brand experience allows for the creation of unique in-property experiences for guests while also building a loyalty-driving culture at each and every property. Furthermore, guest satisfaction data and portfolio financial performance is shared with all members of the company, no matter what their position, engaging employees to deliver the exceptional experiences that will support Hoshino’s brand and business ambitions.

With travel and tourism in Asia back on the ascent, we are eager to see what Hoshino will do next.

VERMICULAR – HELPING CUSTOMERS TO ‘SPEND MORE, LESS OFTEN’

Nearly every consumer-facing industry – from apparel, to food, to technology – is tasked with solving a massive challenge they created: how to stop the flood of fast, disposable purchases that have become a scourge to every community, nation, wildlife and ecosystems. The calls for brands to bring customers on the path to buying higher quality, longer-lasting products that are purchased less often, have grown louder and louder with plenty of push-back or little response by the brands themselves.

One home-grown story of inspiration is Vermicular, a cookware brand founded by two brothers in 2010 in Nagoya in Japan’s central Chubu region. Their pots and pans are designed to last not just a lifetime but to be passed down from generation to generation. Every product is handmade and Vermicular has been applauded for its transformation of cast iron cookware design and manufacturing through its embrace of Japanese heritage and philosophy.

Because a Vermicular pot or pan commands a more premium price and has incredible product longevity, the opportunities for customer repeat purchases are obviously slim. However, Vermicular have complimented their core cookware range with an ecosystem of cooking tools and utensils, exclusive recipes developed by world-renowned chefs as well as repair services that all work to realise Vermicular’s core brand idea of ‘timeless and universal cookware’.

And just this year Vermicular have opened the ‘Vermicular Village’ – a modern space incorporating a restaurant, bakery and studio where visitors can learn about the product development process and take cooking classes – a true embodiment of the Vermicular experience.

We hope you’ve enjoyed these insights. If there’s anything you’re interested in hearing more about, don’t hesitate to get in touch at info@eatcreative.jp. We’re always here to chat, and most of all, always here to help. Until next time - the team at Eat.

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