In today's Japan, hotels are no longer just facilities for use when travelling. The recent public outbreak of the coronavirus has led to a boom in activities that can be enjoyed alone, known as ‘solo activities’. An increasing number of works on the subject of solo activities have attracted business attention. In the hotel industry, which was thought to have been severely damaged by the COVID-19 disaster, the trend was towards ‘lifestyle hotels’, where the facilities, rather than the land itself, have added value other than accommodation. In addition to the added value of the facility itself, they are characterized by their high design quality and are used almost exclusively for the purpose of staying there, so they are still in great demand even today, when living with the coronavirus is becoming the norm. Not surprisingly, it is easy to imagine that being favored by a certain segment of the population, rather than something that caters to everyone, increases the rate of repeat business and allows them to remain in operation for a long time. At the same time, consumer behaviour that emphasizes spending time in the comfort of one’s own home, known as ‘nest-dweller demand’, has become a hot topic, and a number of hotels have launched ‘stay-at-home’ plans. This time is probably necessary in today’s Japan, where people carry their smartphones around with them and are forced to be aware of the presence of others, even when they are alone. With the spread of the internet, it has become easier to obtain not only Japanese products but also those produced abroad, and in this age of saturation with goods, there is an active movement to seek memorable ‘experiences’. In the future, unique hotels with a focus on comfort and space may open one after another in urban and residential areas that can be used on a daily basis, making it even easier to enjoy a hotel stay.07 ■■■■08■■
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