Yukai Resort Co., Ltd. is all about creating new hot spring styles where they provide accommodations that border beyond ordinary spring getaways. Their goal is to revive the culture that values the significance of hot springs by attracting more people to visit them and participate in activities associated with them. “Omotenashi” is a spiritual culture passed onto the lodging industry, especially by Japanese Ryokan from the old times. Due to the drastic changes in the living and economy of Japan, OnsenRyokan has been passed on to become the continuous “Omotenashi” which Yukai Resorts now try to regenerate.

Yukai has always provided creative ways to reform “Omotenashi”, and they have done so by operating onsen accommodations which provide lighthearted yet fun experiences to customers and by keeping up with the timely changes in the industry and social aspects of their operations and their customers, of course. Part of the onsen culture is to also improve local revitalization and keep customers satisfied. The main goal of the inherited culture is to make sure it gets passed onto the next generation regardless of who they are. Yukai believes that the way to do it is through ensuring their customers would want to go back or at least recommend their experiences in their resorts.