【OMO by Hoshino Resorts】An Alternative to Staying at Home: Introducing 'Hotel Homecoming,' a New Way to Reconnect with Family While Maintaining Comfortable Boundaries

OMO7 Osaka's evening event, "OSAKA PIKAPIKA NIGHT," is popular among families

Hoshino Resorts' urban hotel brand "OMO (Omo)"—operating across Japan—introduces a new travel concept called "Hotel Homecoming." This style involves using a hotel near one's parents' home as a base, spending daytime hours with family at home, and returning to the hotel at night. As lifestyles diversify, more people are choosing to maintain a comfortable emotional distance within family relationships. This trend has been increasingly observed at OMO properties during summer holidays and year-end/New Year periods, with around 20% of guests during the Obon season citing "Hotel Homecoming" as their purpose of stay (based on data from OMO5 Kumamoto). This release highlights the unique appeal of OMO's "Hotel Homecoming" experience and a campaign encouraging guests to share their stories.

* OMO "Hotel Homecoming" Special Website: https://hoshinoresorts.com/ja/brands/omo/sp/homecoming/

Background Behind the 'Hotel Homecoming' Concept

Since the pandemic, traditional family gatherings—where everyone stays under one roof—have evolved. A new mindset called "family's ideal temperature" has emerged, emphasizing mutual respect for individual lifestyles and comfort levels, allowing family members to enjoy quality time while maintaining a pleasant distance (ref. 1). At OMO hotels, there's a noticeable increase in guests staying during summer breaks and year-end/New Year periods specifically to visit family, friends, or acquaintances (see chart below). Guests using OMO for homecoming express that they're not just using the hotel as a simple overnight base, but are embracing a freer, more flexible way to reconnect. Examples include three-generation families booking multiple rooms, travelers returning home with their dogs instead of staying at their parents' house, and guests meeting old friends by utilizing the "OMO Base (ref. 2)." OMO hotels offer guest rooms where shoes can be removed for comfort, as well as public spaces that double as cafes—environments ideal for relaxed, meaningful time with loved ones. Leveraging these strengths, OMO is now actively promoting "Hotel Homecoming" as a positive, personalized alternative to traditional visits.

*1 Reference: Monthly Life Research Institute "The Temperature of Hotel Homecoming"

*2 OMO Base: A public space at every OMO property designed as a travel hub, combining a cafe, lounge, and local neighborhood map. Available 24/7, it functions like a second guest room where guests can freely relax.

Guest Feedback on Using OMO for 'Hotel Homecoming' (ref. 3)

"We stay here as a family every time we go home. The themed rooms are fun, and our kids look forward to staying here just as much as visiting their grandparents' house." (Female, 40s / OMO7 Asahikawa)

"It's hard to find hotels where large groups can stay together, but we enjoyed a wonderful time with three generations sharing a room. We'd definitely stay again next year." (Female, 60s / OMO5 Kumamoto)

"I returned from out of town and stayed to meet friends. The hotel has a cafe and terrace, so it was great to relax and have tea with them." (Female, 40s / OMO5 Kumamoto)

"The hotel allows pets to stay in crates, and there's an indoor dog area, which was a lifesaver during the extreme heat. We'd love to do a 'Hotel Homecoming' again, especially during our family's home downsizing." (Female, 50s / OMO5 Tokyo Gotanda)

"We stayed with my sister to celebrate my mother's 80th birthday. The early-morning guided tour and the staff's thoughtful hospitality made it a truly memorable trip." (Female, 50s / OMO5 Kyoto Gion)

*3 Excerpts and edited comments from guests who stayed at OMO properties between July and August 2025.

3 Reasons Why OMO Is Perfect for 'Hotel Homecoming'

All guest rooms at OMO5 Yokohama Bashamichi feature kitchens and washer-dryers

[Stay] Rooms for Three Generations and Pet Owners—Relaxing Spaces Where Shoes Can Be Removed

OMO offers a variety of room types accommodating 1 to up to 6 guests. Notably, rooms for 3 or more guests make up about 40% of the inventory, making them ideal not only for family trips but also for extended group stays. Many rooms are designed for comfort with shoe-free access, ensuring a safe and relaxing environment even for young children. These spaces allow guests to enjoy both private time and the cozy familiarity of home.

The OMO Base is ideal as a gathering spot for 'Hotel Homecoming'

[Gather] A Perfect Meeting Place or 'Second Living Room'—Rediscover the Local Area at the 'OMO Base'

The 'OMO Base,' a public space designed to feel like a guest room, serves as an ideal 'second living room' for meeting family from home or enjoying a casual coffee. Guests can plan local outings together using the 'Neighborhood Map (ref. 4),' or receive hidden gem dining recommendations from the locally knowledgeable staff, the 'OMO Rangers.' This allows guests to rediscover the charm of their hometown, making their stay fresh and deeply enriching.

At OMO7 Yokohama, guests enjoy local Yokohama cuisine while listening to jazz

[Enjoy] Open to Non-Guests—Create Summer Night Memories at the 'Local Rhythm Night'

OMO hotels host evening events called 'Local Rhythm Night (ref. 5),' featuring local music, food, and decor that capture the spirit of the neighborhood. While typically limited to overnight guests, from July to August, these events are temporarily open to family members staying at home as well (ref. 6). This allows everyone to gather on summer nights and create special shared memories.

*4 Neighborhood Map: An original map displayed within the hotel, highlighting nearby restaurants and tourist spots.

*5 Local Rhythm Night: An evening event held between dinner and bedtime, designed for relaxation and enjoyment. Guests can participate solo or in groups, enjoying local music, food, and experiences.

*6 Family members not staying at the hotel may participate in Local Rhythm Night when accompanied by a registered guest and with prior notice at the front desk.

Instagram Campaign

#OurHotelHomecoming

OMO is launching a campaign encouraging guests to share their "Hotel Homecoming" experiences on Instagram. Eighteen selected participants will each receive two overnight stay vouchers (for two rooms) at the featured property.

Application Period

July 1, 2026 – September 30, 2026

Application Requirements (ref. 7)

Please follow these three steps to enter:

1 Follow both the OMO property you visited and the official OMO brand Instagram account

2 Share your homecoming experience at OMO using photos, illustrations, or text (past experiences are acceptable)

3 Post on Reels or Feed with the hashtag #OurHotelHomecoming

Prize

(ref. 7)

Details: One overnight stay with breakfast for two rooms at the property featured in the post

Validity: Approximately one year from issuance (some blackout dates apply)

*7 For full terms and prize details, please visit the official OMO Instagram (@omo_hotels)

About OMO...

"OMO" is Hoshino Resorts' chain of "exciting urban hotels" located throughout Japan. Passionate, locally engaged staff collaborate with community members to create a fresh hotel experience where guests unexpectedly fall in love with the neighborhood. Currently operating 18 properties. "OMO5 Yokohama Bashamichi" opened in January 2026, followed by "OMO7 Yokohama" in April 2026.

https://hoshinoresorts.com/ja/brands/omo/

OMO now operates 18 properties nationwide