[From 'Guide' to 'Journey Proposer'] Comfort Hotel Strengthens Nationwide System of 300 'Gotouchi Meisters', Holding a Workshop with 23 Participants
Choice Hotels Japan held the 2nd 'Gotouchi Meister' Workshop to enhance the skills of its regional information specialist staff. 23 participants from across the country engaged in discussions to rediscover local charm and improve experiential value for guests.
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- 📰 Published: April 24, 2026 at 22:00
- 🔍 Collected: April 24, 2026 at 13:31
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Choice Hotels Japan (Headquarters: Chuo-ku, Tokyo, President & CEO: Takahiko Ito, hereafter Choice Hotels Japan), which operates 'Comfort Hotel', 'Comfort Hotel ERA', 'Comfort Inn', 'Comfort Suites', and 'Ascend Hotel Collection(TM)' nationwide, held the '2nd Gotouchi (Local) Meister Workshop' over two days on Friday, March 13 and Friday, March 27, 2026, aiming to improve the skills, expand the knowledge, and strengthen the hospitality of the 'Gotouchi Meister' staff who support guests' journeys.
23 people [Hayabori 1] from among the 'Gotouchi Meisters' active nationwide participated in this workshop, which was conducted with the aim of providing 'experiential value' close to each guest by having the staff themselves rediscover the charm of the region.
On the day of the event, in addition to sharing success stories cultivated so far, participants exchanged opinions on a new support system to further enrich guests' journeys, deepening the knowledge each participant can utilize in their future activities.
What is the 'Gotouchi Meister', an internal certification for 'Regional Information Specialists'?
In the Comfort brand developed by Choice Hotels Japan, we are strengthening various services based on the concept 'Color your Journey' and the desire to 'make each person's time colorful as a hotel that supports the realization of guests' travel purposes.'
Beyond just the comfort inside the hotel, we introduced the 'Gotouchi Meister System' in 2019 out of a desire to increase travel satisfaction and provide a 'fruitful journey'. We aim to achieve this by proactively learning about the unique local charms such as 'culture', 'history', 'food', and 'nature', and guiding guests on how to spend their time in a way that suits them individually.
A 'Gotouchi Meister' is a staff member who has passed a unique internal certification exam and knows the charm of the region inside out. As of April 2026, over 300 Meisters are stationed at Comfort brand hotels nationwide.
Gotouchi Meisters value guests' voices and provide support tailored to different scenes to make their journeys more fruitful. Furthermore, they are well-versed in local gourmet and tourist information in their respective regions, disseminating unique local information not only through direct communication with guests but also via blogs on the official website and communication boards within the hotel.
By conveying not just tourist destination information but the stories behind it and unique local perspectives, they transform guests' journeys into deeper, more memorable experiences.
Staff's 'Pride' Leads to Guests' 'Emotion'
In recent years, travelers' needs have shifted from 'journeys prioritizing efficiency' to 'journeys prioritizing experience', and accommodation facilities are required to provide 'unique local value' in addition to convenience.
To meet these needs, Choice Hotels Japan is working on fostering 'Gotouchi Meisters', aiming for every staff member to be capable of talking about the charm of the region.
In this 2nd workshop, we aimed to improve the 'experiential value' created by staff from the following three perspectives:
1. Deepening Brand Value and Making it Personal
We aim to deepen understanding of the brand's mechanics and value, creating a state where staff can serve customers with pride in their own roles.
2. Strengthening Hospitality (Customer Service Skills)
In addition to cheerful customer service and creating a comfortable space, we deliver optimal support and local information tailored to the customer's situation, creating special moments.
3. Co-creation of a Support System
Through sharing case studies among Gotouchi Meisters and discussions aimed at realizing support tools to be used on-site, we build a system that can be continuously incorporated into operations even after the training.
By having the staff themselves experience the charm of the region and propose it with confidence, we aim to provide an experience that embodies the service (Hospitality) catchphrase: 'Tomorrow, I have more places I want to take a detour to.'
Through the Workshop
The participating 'Gotouchi Meisters' re-examined their own regions deeply while exchanging opinions from the perspective of 'how to convey information usefully to customers', aiming to improve practical skills.
Furthermore, it became an opportunity to gain new insights through sharing case studies from other regions, leading to stronger cooperation between each hotel.
In the post-event survey, it not only received high marks for both understanding and satisfaction, but a significant change was also observed in the awareness of each staff member.
Reaffirming 'Pride as a Gotouchi Meister'
'I want to conduct activities leveraging the strengths of my own store.'
'I want to gather and disseminate information more proactively.'
Regional and...
23 people [Hayabori 1] from among the 'Gotouchi Meisters' active nationwide participated in this workshop, which was conducted with the aim of providing 'experiential value' close to each guest by having the staff themselves rediscover the charm of the region.
On the day of the event, in addition to sharing success stories cultivated so far, participants exchanged opinions on a new support system to further enrich guests' journeys, deepening the knowledge each participant can utilize in their future activities.
What is the 'Gotouchi Meister', an internal certification for 'Regional Information Specialists'?
In the Comfort brand developed by Choice Hotels Japan, we are strengthening various services based on the concept 'Color your Journey' and the desire to 'make each person's time colorful as a hotel that supports the realization of guests' travel purposes.'
Beyond just the comfort inside the hotel, we introduced the 'Gotouchi Meister System' in 2019 out of a desire to increase travel satisfaction and provide a 'fruitful journey'. We aim to achieve this by proactively learning about the unique local charms such as 'culture', 'history', 'food', and 'nature', and guiding guests on how to spend their time in a way that suits them individually.
A 'Gotouchi Meister' is a staff member who has passed a unique internal certification exam and knows the charm of the region inside out. As of April 2026, over 300 Meisters are stationed at Comfort brand hotels nationwide.
Gotouchi Meisters value guests' voices and provide support tailored to different scenes to make their journeys more fruitful. Furthermore, they are well-versed in local gourmet and tourist information in their respective regions, disseminating unique local information not only through direct communication with guests but also via blogs on the official website and communication boards within the hotel.
By conveying not just tourist destination information but the stories behind it and unique local perspectives, they transform guests' journeys into deeper, more memorable experiences.
Staff's 'Pride' Leads to Guests' 'Emotion'
In recent years, travelers' needs have shifted from 'journeys prioritizing efficiency' to 'journeys prioritizing experience', and accommodation facilities are required to provide 'unique local value' in addition to convenience.
To meet these needs, Choice Hotels Japan is working on fostering 'Gotouchi Meisters', aiming for every staff member to be capable of talking about the charm of the region.
In this 2nd workshop, we aimed to improve the 'experiential value' created by staff from the following three perspectives:
1. Deepening Brand Value and Making it Personal
We aim to deepen understanding of the brand's mechanics and value, creating a state where staff can serve customers with pride in their own roles.
2. Strengthening Hospitality (Customer Service Skills)
In addition to cheerful customer service and creating a comfortable space, we deliver optimal support and local information tailored to the customer's situation, creating special moments.
3. Co-creation of a Support System
Through sharing case studies among Gotouchi Meisters and discussions aimed at realizing support tools to be used on-site, we build a system that can be continuously incorporated into operations even after the training.
By having the staff themselves experience the charm of the region and propose it with confidence, we aim to provide an experience that embodies the service (Hospitality) catchphrase: 'Tomorrow, I have more places I want to take a detour to.'
Through the Workshop
The participating 'Gotouchi Meisters' re-examined their own regions deeply while exchanging opinions from the perspective of 'how to convey information usefully to customers', aiming to improve practical skills.
Furthermore, it became an opportunity to gain new insights through sharing case studies from other regions, leading to stronger cooperation between each hotel.
In the post-event survey, it not only received high marks for both understanding and satisfaction, but a significant change was also observed in the awareness of each staff member.
Reaffirming 'Pride as a Gotouchi Meister'
'I want to conduct activities leveraging the strengths of my own store.'
'I want to gather and disseminate information more proactively.'
Regional and...