Chiba Prefecture's Onjuku Town "Ono-so Inn Specializing in Ise-ebi and Abalone" Reopens After Renovation, Utilizing Subsidies to Overcome Challenges of COVID-19 and Rural Businesses.

Ono-so, an inn in Onjuku-machi, Chiba Prefecture, specializing in Ise-ebi (spiny lobster) and abalone, has undergone a significant renovation and reopened on March 5th. The renovation project was selected for and utilized a subsidy from the Japan Tourism Agency's "Universal Tourism Promotion Project in Tourist Destinations and Tourism Industries." The large-scale renovation involved converting 8 existing Japanese-style rooms and banquet halls. Specifically, 8 traditional Japanese rooms were transformed into 4 new universal design rooms, making the accommodation accessible to a wider range of guests, including foreign visitors, the elderly, and families with young children. The total number of guest rooms was reduced from 11 to 6. The decision to renovate was driven by several challenges: increased operational costs due to rising ingredient, labor, and utility expenses; chronic labor shortages in rural areas; and a market trend towards high-priced, high-value-added accommodations. The renovation successfully addressed these issues. The average price per night for a stay with two meals increased from 18,000 JPY before the renovation to 31,500 JPY approximately one month after the March 5th reopening. Furthermore, the reduction in the number of guest rooms has allowed the inn to operate with fewer staff, mitigating the impact of labor shortages. Ono-so's founding philosophy, inherited from the previous generation who was a diver, is to deliver delicious local ingredients like Ise-ebi and abalone to many people. The current renovation strategy is rooted in the commitment to continue using local ingredients by improving the unit price and profit margin, rather than resorting to cheaper alternatives. To acquire new customers, especially as some existing repeat customers may be deterred by the price change, the inn plans to actively disseminate information. The subsidy utilized was the first round, and a second round of applications will open this year. Information will be shared from various perspectives, including as a case study of utilizing national subsidies, an example of a rural company addressing its challenges, an initiative against rising prices, and an introduction to a newly renovated accommodation facility. The inn has previously been featured by major Japanese media outlets, including Nippon TV, TBS, TV Asahi, Chiba TV, Fuji TV, Chiba Nippo, Mainichi Shimbun, Yomiuri Shimbun, Asahi Shimbun, and Nikkei Shimbun.