Horn Co., Ltd., operator of solo travel specialized media 'Solotori Magazine,' releases 'Solotori,' a corporate welfare and individual accommodation matching platform centered on solo travel

Horn Co., Ltd. (Chuo-ku, Tokyo; Representative Director: Naoki Matsumoto), utilizing its knowledge of the solo travel market cultivated through operating the solo travel specialized media 'Solotori Magazine' (over 1.5 million monthly views, 57,000 Instagram followers), released the solo travel matching platform 'Solotori' on Monday, May 11, 2026, and commenced a demonstration project in the Izu area. 'Solotori' is a service that connects people who want to travel solo with accommodations that welcome solo travelers. Based on the concept of "making solo travel more casual and free," it will be developed along two axes: Corporate Welfare Service: Providing solo travel plans to employees/members of companies and labor unions with the aim of improving employee well-being and promoting the acquisition of paid leave. Individual Accommodation Matching Service: Featuring a carefully selected list of accommodations optimized for solo travel and offering special plans exclusively for Solotori members. In collaboration with Atami City, Ito City, Mishima Shinkin Bank, 13 accommodation facilities in the Izu area, and multiple corporate partners, a demonstration project for the full-scale deployment of this service will be conducted until the end of July 2026. https://solotori.jp/personal https://solotori.jp/corporate https://solotori.jp/partners Image of the individual customer site ■ Background of Service Release In recent years, the number of people choosing "solo travel" has been steadily increasing. According to the 'Solotori Solo Travel Survey' conducted by our company in May 2025, women in their 50s accounted for 31.8% of respondents, and women in their 30s to 50s constituted 75.5% of the total. It became clear that a wide range of generations are continuing solo travel at a "moderate pace" of 2-3 times a year. 【Characteristics of the Solo Travel Market】 Solo travel offers high flexibility in choosing days and tends to be dispersed on weekdays. It primarily consists of a "fan base" that continues to travel 2-3 times a year. 47.4% of women in their 60s choose "weekdays only," indicating a strong preference for quiet times away from crowds. On the other hand, accommodation providers face a long-standing challenge where demand is concentrated on weekends and holidays, making it difficult to increase weekday room occupancy. This imbalance in occupancy, with full rooms on weekends and empty rooms on weekdays, not only results in lost revenue opportunities but also affects the overall vitality of the regional economy. Furthermore, in the corporate and labor union sectors, improving paid leave acquisition rates, mental health measures, and enhancing well-being are urgent issues. 'Solotori' is a service that connects the interests of these three parties—solo travelers (who concentrate their demand on weekdays), accommodation providers (who want to increase weekday occupancy), and companies/labor unions (who want to improve employee well-being)—through the common theme of "solo travel." ■ 'Solotori' Service Overview 'Solotori' offers solo-travel-friendly accommodations through two axes: a "welfare service" for corporations and a "matching service" for individuals. ▼ Corporate Welfare Service This is a new welfare program that embodies corporate values, aiming to improve employee/member well-being, promote paid leave acquisition, and enhance engagement. Employees/members can use Solotori exclusive plans at a slightly discounted price. Welfare that supports "time for oneself," regardless of marital status. Welfare that conveys the company's stance of "valuing individual time" to its employees. *Provided at no cost to corporations during the demonstration period. ▼ Individual Accommodation Matching Service This is a membership-based platform that exclusively lists carefully selected accommodations that welcome solo travelers. Only lists accommodations that welcome solo travelers. Offers special plans exclusively for Solotori members. Links with 'Solotori Magazine' (over 1.5 million monthly views) and Instagram (57,000 followers) to reach highly sensitive solo travel enthusiasts. ■ Overview of Izu Area Demonstration This demonstration project began after an application to the Shizuoka Prefecture Demonstration Experiment Support Project "CO-LAB Shizuoka" led to the establishment of a collaborative system with Atami City, Ito City, and Mishima Shinkin Bank, and gained the approval of 13 accommodation providers in the Izu area. By combining regional challenges with our company's expertise in the solo travel market, a model for social implementation has been realized, connecting the region, workers, and solo travel enthusiasts through "solo travel" in a regional partnership. 【Period】 May 11, 2026 (Monday) to end of July 2026 【Target Area】 Izu area 【Collaborative System】 Atami City Ito City Mishima Shinkin Bank 【Collaborating Facilities】 Atami/Ajiro no Kaze Atami Seaside Spa & Resort 123MUSIC Umi to Onsen no Yado #Ishida Setsuko Kiten - slow & work stay - guest house MA