[9STAY Corporation] Challenging to create a foundation for 'stay-type tourism' in Ono City, Fukui Prefecture, and build a sustainable operating model in regional areas
9STAY Corporation will begin operating accommodation and hot spring facilities in Ono City, Fukui Prefecture, from June 2026, aiming to establish a foundation for stay-type tourism and revitalize the local area. This initiative involves redesigning the revenue structure through integrated use of OTAs, revenue management, and operational improvements.
📋 Article Processing Timeline
- 📰 Published: May 12, 2026 at 00:15
- 🔍 Collected: May 11, 2026 at 15:31
- 🤖 AI Analyzed: May 11, 2026 at 21:06 (5h 34m after Collected)
▲ Exterior of Freare Izumi (Kuzuryu Hotel) in Ono City, Fukui Prefecture
9STAY Corporation (Headquarters: Taito-ku, Tokyo; Representative Director: Kazuya Muraga) is scheduled to begin operating the designated management facilities "Freare Izumi" (accommodation facility) and "Heisei-no-Yu" (hot spring facility) in Ono City, Fukui Prefecture, from June 2026. This will be the company's fourth facility operation in Fukui Prefecture.
Our company will work to improve the attractiveness, profitability, and operational efficiency of the entire facility by "redesigning the revenue structure," which integrates OTA utilization, revenue management, and operational improvements. First, we will proceed with building a stable customer acquisition base primarily through domestic OTAs such as Rakuten Travel and Jalan. After that, we will supplementarily capture demand via overseas OTAs such as Booking.com and Trip.com, aiming to expand mid- to long-term stay demand.
Background | Accommodation Shortage Amidst Increasing Visitors
With the extension of the Hokuriku Shinkansen line between Kanazawa and Tsuruga in March 2024, the number of visitors to Fukui Prefecture increased by approximately 20% year-on-year (approximately 6.42 million people), marking one of the highest growth rates nationwide (Source: Jigyokoso Online).
However, challenges include insufficient capacity to accommodate lodging demand, a lack of nighttime content, and a shortage of stay-type tourism products. The shift from "pass-through" to "stay-type" tourism has become a crucial theme for the entire region.
In this context, "Freare Izumi" and "Heisei-no-Yu," despite possessing rich local resources such as the Kuzuryu River, Mount Arashima, and hot springs, faced further room for improvement due to limited customer acquisition channels and a lack of flexibility in pricing.
Heisei-no-Yu (Hot Spring Facility)
Why 9STAY Takes the Helm | "Redesign" Not Just "Outsourcing"
Our business style is not simply to "outsource" accommodation facility operations, but to integrate OTA utilization, revenue management, and operational improvements to redesign the entire customer acquisition structure of the facility.
While typical designated management operations focus on maintaining existing operations, our company simultaneously reconstructs customer acquisition channels, designs pricing based on demand forecasts, and optimizes cost structures, aiming to improve the overall profitability and sustainability of the facility.
Furthermore, through our operational achievements in Tokyo and Fukui Prefecture facilities, we have accumulated expertise in stable customer acquisition based on domestic lodging demand. We will continue to address diverse lodging demands by utilizing overseas OTAs as needed.
Initiatives | Four Specific Measures
Building a Broad Customer Attraction Base
We will develop reservation channels from a wide area, including the Tokai and Kansai regions, primarily through major domestic OTAs such as Rakuten Travel and Jalan. While prioritizing the establishment of a stable domestic customer acquisition base, we will also utilize overseas OTAs such as Booking.com and Trip.com as needed, to respond to diverse lodging demands.
Introduction of Demand-Based Pricing Design
While adhering to ordinance-mandated prices, we will introduce flexible pricing design based on day of the week, season, and demand forecasts. By combining boosting off-season occupancy and optimizing peak-season pricing, we will strengthen the facility's sustainable operating foundation.
Creating Stay Value Through Nature Experiences and Accommodation
We will design "stay experiences chosen as destinations" by combining Ono City's unique natural resources, such as the Kuzuryu River, Mount Arashima, and hot springs, with accommodation functions. This will convert day-trippers into overnight guests, creating a cycle of consumption throughout the region.
Sustainable Optimization of Operations
While premised on hiring and training local staff, we will enhance the sustainability of facility operations by optimizing shift planning, cleaning, and procurement, all while maintaining service quality.
Freare Izumi (Kuzuryu Hotel)
KPIs (First Year Targets)
KPI Item | Target Value | Explanation
Occupancy Rate (OCC) | +20〜30% Improvement | Broad customer acquisition through OTA introduction, emphasizing boosting off-season occupancy.
Annual Visitors | +25% or more | Promoting conversion of day-trippers to overnight guests with nature experience x accommodation packages.
Average Daily Rate (ADR) | +10% or more | Through introduction of revenue management and maximization of peak-season revenue.
*The above are self-imposed target values before the start of operations and are not actual results. They are set as phased improvement targets based on operational achievements at existing facilities in Fukui Prefecture.
Impact on the Region
Expansion of Exchange Population
By listing on OTAs, we anticipate an influx of new visitors, mainly from the Tokai and Kansai regions. An increase in the number of overnight guests will stimulate regional consumption, such as spending at surrounding restaurants and tourist facilities, and longer stays.
Maintenance and Expansion of Local Employment
While maintaining local hiring for facility operations, we also anticipate an expansion of employment opportunities due to increased customer attraction.
Support for Administrative Financial Self-Reliance
By establishing a sustainable operating system for the facilities, we will contribute to reducing dependence on administrative subsidies for operations.
Future Development | Extending the "Local Public Facility Revitalization Model" Nationwide
Many public facilities owned by local governments nationwide face structural challenges such as reliance on local customer acquisition, rigid pricing, and operational efficiency.
9STAY aims to...
9STAY Corporation (Headquarters: Taito-ku, Tokyo; Representative Director: Kazuya Muraga) is scheduled to begin operating the designated management facilities "Freare Izumi" (accommodation facility) and "Heisei-no-Yu" (hot spring facility) in Ono City, Fukui Prefecture, from June 2026. This will be the company's fourth facility operation in Fukui Prefecture.
Our company will work to improve the attractiveness, profitability, and operational efficiency of the entire facility by "redesigning the revenue structure," which integrates OTA utilization, revenue management, and operational improvements. First, we will proceed with building a stable customer acquisition base primarily through domestic OTAs such as Rakuten Travel and Jalan. After that, we will supplementarily capture demand via overseas OTAs such as Booking.com and Trip.com, aiming to expand mid- to long-term stay demand.
Background | Accommodation Shortage Amidst Increasing Visitors
With the extension of the Hokuriku Shinkansen line between Kanazawa and Tsuruga in March 2024, the number of visitors to Fukui Prefecture increased by approximately 20% year-on-year (approximately 6.42 million people), marking one of the highest growth rates nationwide (Source: Jigyokoso Online).
However, challenges include insufficient capacity to accommodate lodging demand, a lack of nighttime content, and a shortage of stay-type tourism products. The shift from "pass-through" to "stay-type" tourism has become a crucial theme for the entire region.
In this context, "Freare Izumi" and "Heisei-no-Yu," despite possessing rich local resources such as the Kuzuryu River, Mount Arashima, and hot springs, faced further room for improvement due to limited customer acquisition channels and a lack of flexibility in pricing.
Heisei-no-Yu (Hot Spring Facility)
Why 9STAY Takes the Helm | "Redesign" Not Just "Outsourcing"
Our business style is not simply to "outsource" accommodation facility operations, but to integrate OTA utilization, revenue management, and operational improvements to redesign the entire customer acquisition structure of the facility.
While typical designated management operations focus on maintaining existing operations, our company simultaneously reconstructs customer acquisition channels, designs pricing based on demand forecasts, and optimizes cost structures, aiming to improve the overall profitability and sustainability of the facility.
Furthermore, through our operational achievements in Tokyo and Fukui Prefecture facilities, we have accumulated expertise in stable customer acquisition based on domestic lodging demand. We will continue to address diverse lodging demands by utilizing overseas OTAs as needed.
Initiatives | Four Specific Measures
Building a Broad Customer Attraction Base
We will develop reservation channels from a wide area, including the Tokai and Kansai regions, primarily through major domestic OTAs such as Rakuten Travel and Jalan. While prioritizing the establishment of a stable domestic customer acquisition base, we will also utilize overseas OTAs such as Booking.com and Trip.com as needed, to respond to diverse lodging demands.
Introduction of Demand-Based Pricing Design
While adhering to ordinance-mandated prices, we will introduce flexible pricing design based on day of the week, season, and demand forecasts. By combining boosting off-season occupancy and optimizing peak-season pricing, we will strengthen the facility's sustainable operating foundation.
Creating Stay Value Through Nature Experiences and Accommodation
We will design "stay experiences chosen as destinations" by combining Ono City's unique natural resources, such as the Kuzuryu River, Mount Arashima, and hot springs, with accommodation functions. This will convert day-trippers into overnight guests, creating a cycle of consumption throughout the region.
Sustainable Optimization of Operations
While premised on hiring and training local staff, we will enhance the sustainability of facility operations by optimizing shift planning, cleaning, and procurement, all while maintaining service quality.
Freare Izumi (Kuzuryu Hotel)
KPIs (First Year Targets)
KPI Item | Target Value | Explanation
Occupancy Rate (OCC) | +20〜30% Improvement | Broad customer acquisition through OTA introduction, emphasizing boosting off-season occupancy.
Annual Visitors | +25% or more | Promoting conversion of day-trippers to overnight guests with nature experience x accommodation packages.
Average Daily Rate (ADR) | +10% or more | Through introduction of revenue management and maximization of peak-season revenue.
*The above are self-imposed target values before the start of operations and are not actual results. They are set as phased improvement targets based on operational achievements at existing facilities in Fukui Prefecture.
Impact on the Region
Expansion of Exchange Population
By listing on OTAs, we anticipate an influx of new visitors, mainly from the Tokai and Kansai regions. An increase in the number of overnight guests will stimulate regional consumption, such as spending at surrounding restaurants and tourist facilities, and longer stays.
Maintenance and Expansion of Local Employment
While maintaining local hiring for facility operations, we also anticipate an expansion of employment opportunities due to increased customer attraction.
Support for Administrative Financial Self-Reliance
By establishing a sustainable operating system for the facilities, we will contribute to reducing dependence on administrative subsidies for operations.
Future Development | Extending the "Local Public Facility Revitalization Model" Nationwide
Many public facilities owned by local governments nationwide face structural challenges such as reliance on local customer acquisition, rigid pricing, and operational efficiency.
9STAY aims to...