A new kind of mountain hotel is arriving in Japan, offering weary hikers more than just a bunk and a blanket. Hoshino Resorts has unveiled “LUCY,” a brand-new hospitality concept designed to deliver peak comfort in the country’s stunning alpine landscapes. Launching in spring 2025, LUCY aims to redefine mountain stays by blending the raw beauty of nature with thoughtful, hotel-level comforts that have long been missing from traditional mountain huts.
This marks the sixth brand in Hoshino Resorts’ expanding portfolio, joining HOSHINOYA, RISONARE, KAI, OMO, and BEB. The new initiative responds to the growing demand for nature-based tourism in Japan, where the Ministry of the Environment has been working to improve access and amenities in national parks since 2016. While international visitors often gravitate toward cities like Tokyo, Kyoto, and Osaka, LUCY encourages travelers to venture off the beaten path—deep into the heart of Japan’s mountainous national parks.
Comfort in the Clouds
Unlike rustic mountain huts, LUCY properties promise creature comforts usually reserved for city hotels. Each location will feature private rooms, modern shower facilities, bidet-equipped toilets, high-speed Wi-Fi, and charging ports—essentials for today’s tech-toting explorers. Guests can also expect nourishing meals made with fresh meat, fish, and eggs, as well as a well-stocked on-site shop for essentials.
Hoshino Resorts calls this a new category: the “mountain hotel.” By bringing hospitality into terrain traditionally associated with basic shelters, LUCY bridges a gap in Japan’s travel offering—creating an inviting middle ground between rugged backpacking and resort-style luxury. It’s an evolution of nature tourism that caters to everyone from solo trekkers to families seeking a scenic escape without sacrificing convenience.
Inspired by a Trailblazing Spirit
The name “LUCY” draws inspiration from Isabella Lucy Bird, a pioneering British explorer and naturalist who famously traveled through Japan in the late 1800s. Her fearless spirit and fascination with Japan’s landscapes embody the brand’s core values: curiosity, adventure, and a passion for the natural world. LUCY’s logo—a woman gazing toward distant peaks—reflects this philosophy of supporting soul-stirring mountain experiences with thoughtful design and hospitality.
Where It All Begins
The first LUCY property, LUCY Ozehatomachi by Hoshino Resorts, will open its doors on September 1, 2025, in Katashina Village, Gunma Prefecture. Perched at Hatomachi Pass—the gateway to the famed Oze National Park—the hotel offers access to some of Japan’s most beloved hiking trails, wildflower fields, and highland wetlands. The area is known for its biodiversity and serene views, making it an ideal debut location for the brand.
Future LUCY hotels are planned for other mountain destinations, including the dramatic Tateyama area in Toyama Prefecture. Each site will embrace its surroundings, offering both access to natural beauty and refuge from its challenges. It’s a deliberate shift from “just passing through” the mountains to truly dwelling in them.
Elevating Mountain Travel in Japan
With more than 35 national parks and a deep cultural legacy tied to mountain worship and seasonal pilgrimages, Japan’s alpine regions offer a wealth of untapped travel potential. LUCY’s arrival signals a new wave of nature-first tourism—one that respects the wilderness while welcoming a broader audience to experience it in comfort.
For travelers who crave wild vistas by day and warm showers by night, this mountain hotel concept might just be the reason to lace up those hiking boots again. LUCY invites guests not only to scale new heights, but to savor the journey there—with a soft bed and hot meal waiting at the top.
