[30th Anniversary] Beyond "Staying": Superhotel Challenges Lifestyle Hotel Reform with Fan Community "Super Group"

Superhotel Co., Ltd. (Headquarters: Osaka City, Osaka Prefecture; President & CEO: Kensaku Yamamoto), which operates 180 hotels domestically and internationally under the concept of "Natural, Organic, Smart," celebrates its 30th anniversary this year since the opening of its first store. Throughout its 30-year journey, Superhotel has embodied sustainable hospitality that is kind to people, local communities, and the planet. Moving forward, for a future of Well-Being, we will continue to advance towards our dream of energizing people and the Earth, acting as a "lifestyle hotel" that fulfills the aspirations of every individual involved with Superhotel, including guests, fans, staff, and local residents.

We endorse April Dream, which aims to make April 1st a day for announcing dreams. This press release is a dream of "Superhotel Co., Ltd."

Our Vision for a Lifestyle Hotel

Since its founding, Superhotel has valued being a hotel where guests can sleep soundly and start their day energized. We have continuously improved our services, offering comfortable rooms with natural materials, natural hot springs to soothe fatigue, and organic breakfasts that promote inner health.

Over the past 30 years, with the changing times, the role expected of Superhotel has gradually shifted from primarily business use to private use, family, and group stays. What we arrived at was a hotel service where guests can encounter a healthy and sustainable "lifestyle." We want to be a hotel that supports the diverse lifestyles of both our employees and our guests.

Creating "Future Value" for Hotels Through Co-creation with Fans

Superhotel has always valued further enhancing "the value of Superhotel as perceived by fans" and creating "future value" together with our fans.

Following eight "Super Gatherings" held since 2023, a community website called "Super Group" was launched, allowing fans and employees to interact regularly across boundaries. Furthermore, in 2025, the "NAMBO NAMBO Meeting" was held for the first time, where fans directly brainstormed ideas on themes such as sleep, leading to the creation of concrete new services like the introduction of hinoki aroma sprays in guest rooms.

Additionally, in February 2026, a special fan meeting, "Super Thanksgiving," was held to commemorate Superhotel's 30th anniversary, inviting approximately 70 fans and their companions. The event was designed with the desire to co-create the future of Superhotel with fans, featuring activities such as organic cosmetic making and tasting new breakfast menus. Even first-time fans naturally engaged in conversation and explored booths together, creating a warm co-creation space where strong empathy and connections centered around Superhotel expanded.

This year, we are also planning to implement new projects through further co-creation with fans.

Pursuing Health Management to Fulfill Staff Health and Happiness

At Superhotel, based on the belief that "to provide the best service to customers, it is essential for employees themselves to be healthy in mind and body and work vibrantly," we have actively invested in promoting employee health and well-being through the introduction of sleep programs and the activities of the Wellness Committee.

Superhotel also has a unique system called "Super Dream Project®" that supports the dreams of those aiming for independence or entrepreneurship in the future. This system allows two people to manage a Superhotel as a manager and assistant manager, learning management know-how while saving funds for independence.

Through these initiatives, we are fostering an environment where staff can work vibrantly with healthy minds and bodies, thereby supporting the realization of their dreams.

Contributing to the Happiness of Local Communities and Society

⑴ Solving Local Issues Through Hotels: Innovation Committee

Superhotel has established an "Innovation Committee," centered around President Yamamoto and comprising managers from key stores and head office members, to formulate concrete projects towards a vision of what kind of hotel Superhotel will be able to provide to "whom," "what," "how," and "for what purpose" in 20 years. The Innovation Committee has set regional revitalization as one of its themes for energizing Japan, and since its start in 2024, it has already realized several initiatives.

Morning Children's Cafeteria

To bring smiles to local children through breakfast, the general manager of Superhotel Tokyo Akabane-eki Minamiguchi initiated and implemented a "Morning Children's Cafeteria" twice, in March and August 2025, inviting local children.

Utilization of Wooden Safety Cones "Wood Pylon KOLMIO"

To effectively utilize local timber (such as larch wood reaching harvest season) which was an issue in Matsumoto City, Nagano Prefecture, we collaborated with a local furniture workshop to introduce wooden safety cones as an alternative to plastic ones. By using these in our facilities, we promote the product's value and contribute to solving local issues.

⑵ A New Way to Travel: Staying Nearby – Local Discount

Superhotel has over 170 stores nationwide, and in fact, there is a growing demand not only from distant travelers but also from local residents who want to "refresh nearby." We want local residents to feel even more that "it's good to have a hotel here," so we have prepared a "Local Discount Plan" exclusively for nearby residents.

The "Local Discount Plan" aims to stimulate interest in travel and tourism through such experiences, contributing to the sustainable revitalization of the tourism industry.

"Sound sleep" for guests. "Kindness" for the Earth and local communities. And "purpose" for those who work... Superhotel dreams of a Well-being future and will continue to challenge and evolve for the next 30 years.

"April Dream" is a project by PR TIMES where companies announce their dreams they wish to achieve on April 1st. We are seriously committed to realizing this dream.

【About Superhotel Co., Ltd.】

Operating 178 hotels in Japan and 2 overseas (Myanmar, Vietnam) under the concept of "Natural, Organic, Smart," Superhotel proposes a healthy and sustainable lifestyle. It is the only hotel company certified under the "Eco-First Program"*, which recognizes environmentally advanced companies that conduct innovative and unique environmental conservation initiatives and lead the industry.

In addition to environmental conservation activities, we are actively engaged in SDGs activities such as regional revitalization and next-generation support.

Official Website: https://www.superhotel.co.jp/

SDGs Initiatives: https://www.superhotel.co.jp/sdgs/

SDGs REPORT 2025: https://www.superhotel.co.jp/kaisya_r/eco_report/2025/report.pdf

*About the "Eco-First Program": https://www.env.go.jp/guide/info/eco-first/

Other major awards: "26th Green Purchasing Award Grand Prize / Minister of the Environment Award" Green Purchasing Network (2025), "Climate Change Action Minister of the Environment Award" Promotion Division, Ministry of the Environment (2020), "6th Carbon Offset Award Minister of the Environment Award" Carbon Offset Promotion Network (2016)