Maximizing Inbound Customer Acquisition for Accommodations on Instagram. Hinotori Launches New Instagram-Specialized Marketing Plan.

Hinotori Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Yohei Osaki), which provides marketing support for regional tourism and accommodation facilities, has launched a new Instagram-specialized support plan to accelerate inbound customer acquisition for accommodation facilities.

This plan addresses common on-site challenges such as "operating Instagram but not feeling like it leads to bookings," "difficulty increasing overseas followers," and "not knowing what content resonates." A single team handles everything from strategic design based on country-specific targets to operation, Reels production, influencer recruitment, advertising, and analysis, aiming to make Instagram function as a "customer acquisition device."

Background | On-site, "Inbound Strengthening" is the buzzword, but it's unclear where to start.

With the recovery of inbound demand, there has been a sharp increase in requests from accommodation facilities' management to "strengthen overseas customer acquisition." Meanwhile, many voices from those in charge of marketing on-site include:

- We operate Instagram, but we have a vague sense of it leading to results (bookings). - It's hard to increase overseas followers, and we lack judgment criteria for what content will resonate. - Influencer recruitment tends to be left entirely to specialized companies due to language barriers and selection know-how, and its effectiveness is often unclear. - It's difficult to organize where to start, including advertising and analysis.

While Instagram is an effective means as an "entry point for inbound customer acquisition," the industry as a whole sees a situation where individual measures are dispersed, failing to lead to the ultimate goal of bookings.

Hinotori's Proposal | A Specialized Plan to Accelerate Inbound Customer Acquisition via Instagram

Hinotori has demonstrated its expertise in engaging inbound audiences through its own operations, including managing "Ryokanbook," an inbound booking site, providing marketing support for accommodation facilities, and operating "Japan of Japan," an inbound-focused SNS media, which achieved approximately 500,000 total followers and over 300 million total views within 9 months of its launch. This knowledge will be horizontally deployed to all sizes of accommodation facilities, from small ryokans and guesthouses to large hotels and apartment hotels. The plan is offered as a specialized support service to make Instagram function as the main battlefield for customer acquisition. The aim is not merely to代行 (subcontract) operations, but to design and build a state where "Instagram posts lead to actual bookings."

### About "Japan of Japan"

An inbound-focused SNS media operated by Hinotori. It disseminates regional hot spring areas and traditional culture to overseas audiences through highly entertaining short videos, achieving approximately 500,000 total followers and over 300 million total views within 9 months of its launch.

For Facilities Facing These Challenges

- Management requires strengthening inbound customer acquisition, but concrete guidance on how to proceed is needed. - Instagram is being operated, but followers are increasing without leading to bookings. - Want to try influencers and advertising, but selecting, budgeting, and measuring effectiveness is difficult to manage alone. - Want to convey the facility's appeal directly overseas, without solely relying on OTAs.

Support Menu | End-to-End Strategy, Operation, Influencers, Advertising, and Analysis

### 1. Instagram Strategy Design

Design a strategy based on country-specific inbound targets (e.g., Western countries, East Asia) and a communication concept that best resonates with the facility's unique appeal. Create a pattern for posts that leads to bookings.

### 2. Instagram Operation & Reels Production

From planning to production and posting of feeds, stories, and Reels. Master the format of short videos that reach overseas viewers and post consistently.

### 3. Inbound Influencer Recruitment

Select the optimal influencers for each country and provide comprehensive support for multilingual negotiation and visit direction. Overcome language barriers and selection know-how to secure high-quality exposure.

### 4. Instagram Ad Operation

Operate ads utilizing posts and the Explore page, targeting specific countries. Optimize the entire funnel from awareness and interest to the booking process.

### 5. Analysis Reporting on Customer Acquisition Results

Regularly analyze post performance, contribution to bookings, and country-specific reactions. Report in a format usable for deciding next measures, fostering a cycle of improvement.

Support Case Study

One of Japan's largest next-generation apartment hotel chains (over 40 locations)

Redefined "appealing presentation" based on country-specific reaction data.

Doubled overseas followers and built a foundation for direct booking inflow, reducing reliance on OTAs.

This is a case study of supporting a leading company that operates over 40 locations mainly in major Japanese cities, leading the industry with smart hotel management utilizing DX. The "in" of "group and long-term stays" (The original text ended abruptly here, so the translation also ends here to reflect the source.)