Strengthening "OTA-Independence" Comprehensive Marketing Support to Break Free from Price Competition and Maximize Direct Bookings

Hinotori Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Yohei Osaki), which provides marketing support for regional tourism and accommodation facilities, is strengthening its "comprehensive marketing support for accommodation facilities" to help them break away from price competition and OTA dependency and maximize direct bookings. We provide end-to-end support, from strategic design to SNS operations and sales policies, integrating measures that are often fragmented. By rapidly iterating the PDCA cycle based on data, we build a guest-attraction foundation that generates sustainable results. Through the redesign of concepts and the review of reservation funnels centered on SNS, we achieve an increase in the ratio of direct bookings and an improvement in revenue structures. Background | Breaking the Cycle of OTA Dependency Currently, much of the marketing in accommodation facilities is in a state of "partial optimization," where individual measures function separately. Reliance on "Ad-hoc Improvements" and Absence of Strategy While it is possible to improve sales through "techniques" such as promotions on OTAs and price control, focusing solely on such immediate responses means that "strategy" and "concept organization"—which redefine the innate strengths of the inn—are pushed to the back burner. As a result, direct bookings do not grow, and facilities remain trapped in a structure of dependency on high-commission OTAs. Fragmentation of "Sales Strategy" and "SNS Operations" SNS is inherently a powerful point of contact for conveying an inn's concept and connecting to direct bookings. However, in reality, operations often remain limited to "making posts for the sake of posting" without linking them to sales strategies, or chasing only follower counts. A major challenge is the failure to convert the enthusiasm generated on SNS into the concrete metric of direct bookings. These "scattered measures" and the "accumulation of ad-hoc responses" make it difficult for facilities to take initiative in attracting guests. Hinotori resolves these structural issues through a "consistent support system." We formulate an unwavering strategy based on data analysis and immediately reflect it in on-site execution, such as SNS outreach and plan creation. By rapidly cycling between strategy and on-site implementation, we build a sustainable guest-attraction foundation that is not swayed by temporary figures. Comprehensive Support Menu to Maximize Direct Bookings, from Strategic Design to Execution Hinotori's support covers all areas necessary for accommodation facility marketing, executing them consistently under a single strategy. 1. Redefinition of Strategy and Concept (Building the Foundation) We rediscover "what the inn's true strengths are" through data and on-site interviews. We clarify the target and build a concept that serves as the guiding principle for all measures. By bringing "consistency" across SNS outreach, sales plans, and public relations strategies, we clarify the reasons why guests choose the facility. 2. Optimization of Sales Channels (OTA and Official Website Improvement) Based on the established strategy, we deploy everything from photo and video shoots to specific promotional measures and plan sales. In addition to advice on improving the official website, we realize strategic channel operations that are not ad-hoc, such as MEO (Map Engine Optimization) measures. 3. Acceleration of Guest Attraction (SNS Operations and Advertising Operations) We link SNS, such as Instagram, with sales strategies to approach potential and quasi-potential customers. By combining influencer invitations and ad operations on platforms like Meta, we build a robust funnel as an "entry point for reservations." Furthermore, we promote multifaceted guest-attraction measures, such as utilizing official LINE accounts for repeat guest acquisition. 4. Team-Based Hands-on Support and Self-Sufficiency Assistance Experts in data analysis, creative work, and advertising form a team to handle the facility. We provide deep, hands-on support down to specific operational aspects and pursue steady results by rapidly iterating the PDCA cycle. Ultimately, we transfer the cultivated know-how to the facility staff and support the move to in-house operations. Support Case Study Bettei Hanasuiyo (Isawa Onsen, Yamanashi Prefecture) Improving direct booking ratio up to 45% through concept redesign and SNS integration. At "Bettei Hanasuiyo" in Isawa Onsen, Yamanashi, we carried out a concept redesign and a review of the reservation funnel starting from SNS. As a result, the ratio of direct bookings increased from 10% to a maximum of 45%, shifting to a guest-attraction structure independent of OTAs or area trends. Challenges - Dependent on guest attraction via OTAs, making the facility prone to being drawn into competition over price and conditions. - Unable to control sales and occupancy independently, being swayed by area-wide price trends and demand. As a result, the profit structure was unstable, and the facility did not hold the initiative in attracting guests. Support Details - Positioned SNS as the "entry point for reservation funnels" and designed operations using external link clicks as a key metric. - Strengthened outreach to quasi-potential and potential customers through continuous SNS posting at least twice a week. - Redesigned accommodation plans and promotional content in conjunction with the concept. - Unified messaging through the renewal of the homepage top video and visuals. Results - Direct booking ratio: Improved from 10% to a maximum of 45%. - SNS followers: From approx. 1,000 to approx. 8,800. - Sales: Tracking at 130-150% compared to the previous year. By designing SNS not just as a recognition measure but as an "entry point for reservation funnels," the facility established a guest-attraction structure centered on direct name-brand reservations, unaffected by price competition or OTAs. Inquiries: https://hinotori-trip.com/corporate/#contact *Please inquire via the above inquiry form.