Japan’s hotel sector is experiencing unprecedented demand as international tourism rebounds sharply, but rising operational costs and regulatory pressures are prompting investor caution.
Despite a record influx of visitors and soaring hotel rates, concerns are growing over the long-term sustainability of recent profits.
Tourism surge drives historic revenue gains
In 2023, Japan welcomed nearly 37 million international visitors, surpassing its previous peak in 2019. The weaker Japanese yen has made the country an attractive destination for cost-conscious travellers, contributing to a major uptick in tourism spending.
Last year, inbound tourists spent ¥8.14 trillion (approximately $56 billion), a 50% increase over 2022 and nearly double pre-pandemic levels.
This spending boom has significantly benefited Japan’s hospitality industry. Hotel occupancy has surged, and room rates have climbed to record highs.
According to industry analytics firm STR, average hotel prices in Japan rose 12.6% in September to ¥19,381 per night. In Tokyo, average rates exceeded ¥26,000—more than twice the levels seen before COVID-19.
Publicly listed companies with hotel-related businesses, including Japan Hotel Reit Investment Corporation, Tokyu Corporation, and Resorttrust, have reported improved earnings as a result of strong demand and pricing power.
Regulatory scrutiny clouds outlook
Despite solid financial results, share prices across the sector have lagged. One source of concern is heightened regulatory oversight.
The Japan Fair Trade Commission recently issued warnings to 15 hotel operators in Tokyo for exchanging data on room prices and occupancy—behaviour the regulator believes may violate anti-monopoly laws.
The commission also urged two nationwide hotel associations to ensure their members comply with competition rules, suggesting the practice of data-sharing may be widespread. If investigations lead to increased enforcement or changes in pricing strategies, it could reduce the sector’s ability to maintain current rates.
Cost pressures squeeze hotel margins
Operational costs are also weighing on the outlook for Japan’s hotel industry. Labour shortages, driven by the country’s ageing population and declining workforce, are pushing wages higher.
Although the weak yen supports tourism by making Japan more affordable for foreign visitors, it also raises the cost of imported goods, including energy and construction materials.
Rising inflation is affecting all areas of hotel operations—from utilities and maintenance to food supplies—placing additional pressure on profit margins. Industry analysts warn that these factors could limit future earnings growth, even as tourist arrivals continue to rise.