What SUGINOI HOTEL does

SUGINOI HOTEL (別府温泉 杉乃井ホテル) is a large-scale hot spring resort located in the Kankaiji onsen district of Beppu, Oita Prefecture, Japan, founded in 1944 and operated by ORIX Hotel Management Co., Ltd. — a 100% subsidiary of ORIX Corporation — as the flagship property of the ORIX HOTELS & RESORTS portfolio (which comprises 13 hotels and resorts across Japan as of 2022). The property spans 587 guest rooms across three accommodation buildings: Sora Kan (336-room flagship opened January 2023 at the highest elevation), Hoshi Kan (opened January 2025, replacing the former Hana-kan with star-themed rooms and a Beppu Bay-facing lobby), and Niji Kan (casual-style opened July 2021).

The resort operates an integrated all-in-one platform combining lodging, hot spring bathing, dining, entertainment, and recreation under a single operating entity. Core hot spring assets include the five-tier terraced Tanayu open-air bath (768-guest capacity with aromatherapy and sound-immersion features) and the Sorayu Sky Bath at approximately 250m elevation on Sora Kan's top floor (333-guest capacity). Five dining venues span buffet (TERRACE & DINING SORA, Wa Dining Hoshi, World Dining Cead Palace), Japanese kaiseki (Waryouri SAI, opened November 2025), and casual (Pronto cafe). Entertainment facilities include SUGINOI BOWL & PARK (18-lane bowling plus 7 other content categories opened January 2023), the Aqua Beat seasonal water park (April–September), Gold's Gym, the nightly fountain show and 58m-wide projection mapping, plus a 5-room private bath complex (Oitagoto) opening June 2026.

Commercially, SUGINOI generates revenue across six streams — accommodation (with breakfast/dinner packages), food & beverage, hot spring day-bathing, entertainment/recreation, retail/souvenirs, and wedding/event services — distributed primarily through its official website with a best-rate guarantee of up to 10% below OTAs, supplemented by phone reservations, a free shuttle from JR Beppu Station, and bundled packages with nearby attractions (Sanrio Harmony Land, Umitamago aquarium, Takasakiyama Monkey Mountain). Customer segments are domestic Japanese travelers split across families with children, couples, and group/event travelers; the property is positioned as a comprehensive resort destination in Beppu — Japan's #1 hot spring city by Ministry of Environment 2020 metrics — leveraging panoramic bay and mountain views from its hillside location.

Name

SUGINOI HOTEL

Legal name

オリックス・ホテルマネジメント株式会社

Website

https://suginoi-hotel.com

Company type

Private

Founded year

1944

Operating status

Operating

Headcount range

11–50 employees

Short description

SUGINOI HOTEL is a 587-room flagship hot spring resort in Beppu, Oita Prefecture, operated by ORIX Hotel Management, serving domestic Japanese families, couples, and groups with integrated lodging, onsen bathing, dining, and entertainment.

Ownership category

akta.pro rank

Product category

Hot Spring Resort Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Luxury Wellness & Spa Resorts (THAGACAG)

akta.pro secondary industries

Destination Spa Resorts (THAGAMAA), Resort Convention Hotels (THAGALAC), Luxury All-Inclusive Resorts (THAGACAI)

Keywords

• Hot spring resort
• Onsen hotel
• Resort accommodation
• Buffet dining
• Wedding venue

Headquarters

HQ city

Beppu

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Others

Revenue model

1. Accommodation: Hotel rooms across three buildings (Sora Kan, Hoshi Kan, Niji Kan) with various room types from casual to suite. Revenue from room bookings with breakfast/dinner packages
2. Food & Beverage: Multiple restaurants including TERRACE & DINING SORA, 和ダイニング星 HOSHI, ワールドダイニング シーダパレス, 和料理彩 SAI, and Pronto cafe. Buffet and course dining options
3. Hot Spring Bathing: Day-use hot spring bathing at 棚湯 and アクアガーデン, plus private rental baths at 大分伍湯
4. Entertainment & Recreation: SUGINOI BOWL & PARK (bowling, darts, billiards, karaoke, shooting), アクアビート seasonal water park, Gold's Gym fitness facility
5. Retail & Souvenirs: お土産・売店 別風ゆのや gift shop within premises
6. Wedding & Events: Wedding venues, chapel, banquet halls, and event spaces

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

SUGINOI HOTEL is a large-scale hot spring (onsen) resort in Beppu, Oita Prefecture, Japan, offering overnight accommodation across three buildings (Sora Kan, Hoshi Kan, Niji Kan) totaling approximately 587 guest rooms. The property bundles lodging with multiple open-air and private hot spring baths, four buffet and kaiseki restaurants, an entertainment complex (SUGINOI BOWL & PARK), a seasonal water park (Aqua Beat), a fitness center, gift shops, and wedding/event venues into a single all-in-one resort experience.

Product overview

Suginoi Hotel is a hot spring resort hotel operated by ORIX Hotels & Resorts in Beppu, Oita Prefecture, Japan. The property features three accommodation buildings (宙館/flaggship, 星館, 虹館) offering approximately 587 guest rooms across diverse room types; multiple hot spring facilities including the large terraced open-air bath 棚湯, the elevated 宙湯 on the 宙館 top floor, the swim-in アクアガーデン outdoor pool, seasonal アクアビート water park, and the private bath 大分伍湯; five dining venues (TERRACE & DINING SORA, 和ダイニング星 HOSHI, シーダパレス, 和料理彩 SAI, プロント); and entertainment facilities including SUGINOI BOWL & PARK, fountain shows, and projection mapping. The hotel operates as a comprehensive all-in-one hot spring resort where lodging, dining, hot springs, and entertainment are available within the property.

Differentiator

Problem solved

Functional benefit

Brands

• 宙館 (SORA KAN): フラッグシップ棟 - 海抜約250mの展望露天風呂を備えた最高級宿泊棟
• 星館 (HOSHI KAN)
• 虹館 (NIJI KAN)
• 杉乃井パレス
• TERRACE & DINING SORA
• 和ダイニング星 HOSHI
• ワールドダイニング シーダパレス
• 和料理彩 SAI
• 大展望露天風呂 棚湯
• 展望露天風呂 宙湯
• 貸切風呂 大分伍湯
• Aqua Garden
• SUGINOI BOWL & PARK
• Aqua Beat
• ゴールドジム 別府杉乃井ホテル

Products and services

• 宙館 (Sora Kan) The flagship accommodation building at the highest elevation on the property, featuring 336 guest rooms across five room types (Suite, Junior Suite, Deluxe, Premium Standard, Standard/Casual), the Sorayu open-air hot spring on the top floor at approximately 250m elevation, the TERRACE & DINING SORA buffet restaurant, a lobby with a 4m-tall by 25m-long plaster art installation, and the Soraniwa garden. Targeted at guests seeking the highest-grade stay experience.
• 星館 (Hoshi Kan) An accommodation building opened January 23, 2025, featuring guest rooms themed around starlight with three color palettes, a lobby with a water terrace overlooking Beppu Bay, the Wa Dining HOSHI buffet restaurant on the top floor, and the Waryouri SAI kaiseki restaurant. Targeted at guests seeking a Japanese-modern resort atmosphere.
• 虹館 (Niji Kan) A casual-style accommodation building opened July 2021, featuring five room types: Casual Twin, Casual Double, Casual Loft, Casual Skip Deck, and Universal (barrier-free) rooms. Designed for families, groups, and couples seeking an accessible, casual stay.
• 大展望露天風呂 棚湯 (Tanayu) A five-tiered terraced open-air hot spring bath in Suginoi Palace, offering panoramic views of Beppu Bay and the city skyline, with saunas including aromatic steam (Louryuyu), sound-immersion bathing, and cool-down areas. Capacity: 768 guests. Spring type: sodium chloride-sulfate. Available for both overnight guests and day visitors.
• 展望露天風呂 宙湯 (Sorayu) An open-air hot spring on the top floor of Sora Kan at approximately 250m elevation, offering panoramic views of Beppu city, Beppu Bay, and Tsurumi-dake mountain. Reserved for Sora Kan guests and select Hoshi Kan room categories. Features glass-walled indoor baths and sauna.
• 貸切風呂 大分伍湯 (Oitagoto) A private (reserved) hot spring facility with 5 themed rooms on the 2nd floor of Suginoi Palace, each drawing from Oita's natural and cultural heritage (sou, sui, iwa, miki, take). Operating hours 11:00-24:00. Pricing ranges from 4,100-5,500 yen weekday to 5,100-6,500 yen weekend/holiday for 60 minutes.
• アクアガーデン (Aqua Garden) An outdoor swim-in hot spring pool facility in Suginoi Palace, featuring view spa, jet massage, aqua-unna massage, vibra bath, walking bath, and waterfall bath (utatse-buro). Water attire required. Open 11:00-22:00. Includes the nighttime fountain show program 'AQUA DREAMS Yumegai Yume Yoru'.
• アクアビート (Aquabeat) A seasonal (April 25 - September 30) tropical water park featuring wave pools, 4 water slide courses (76.2m, 103.7m, 125.7m, 100.6m), kids pool, and pirate ship area. Located in a separate building from the main hot spring facilities. Usage fee included in hotel stays. Day tickets 2,600 yen adults, 1,800 yen children weekday regular.
• TERRACE & DINING SORA A flagship buffet restaurant exclusively for Sora Kan guests, featuring Western cuisine with live open-kitchen cooking, a terrace with panoramic views, a kids corner, and premium free-drink service. Located on the top floor of Sora Kan at approximately 250m elevation. Uses Kyushu and Oita local ingredients.
• 和ダイニング星 HOSHI (Wa Dining HOSHI) A Japanese-focused buffet restaurant exclusively for Hoshi Kan guests, located on the top floor of Hoshi Kan at approximately 220m elevation. Features sushi prepared to order, warayaki (straw-grilled fish), Japanese dishes, and free-drink service at dinner. Glass-walled interior with skylights for stargazing.
• ワールドダイニング シーダパレス (Cead Palace) A world cuisine buffet restaurant in Suginoi Palace featuring a centerpiece giant aquarium, stone-oven Neapolitan pizza made to order, Western and Chinese dishes, and free-drink service at dinner.
• 和料理彩 SAI (Waryouri SAI) A Japanese kaiseki (multi-course) restaurant on the 12th floor of Hoshi Kan, offering seasonal course dinner featuring Oita-local ingredients such as Bungo beef and Bungo tuna. Two seatings nightly (17:30 and 19:30). Decorated with Beppu bamboo craftwork and Oita's Onta-yaki pottery.
• プロント 杉乃井ホテル別府店 (Pronto) A cafe-bar-lounge in Suginoi Palace 2F inspired by Italian bars, French cafes, and English pubs. Offers drinks, light meals, and pasta throughout the day. Operating hours 11:00-23:00.
• ゴールドジム 別府杉乃井ホテル (Gold's Gym Beppu Suginoi Hotel) A full-service fitness facility on 2F of Suginoi Palace, operated by Gold's Gym. Features cardio machines, strength training equipment, a studio for group classes, and pro shop. Included in hotel stay. Operating hours vary by day.
• SUGINOI BOWL & PARK An entertainment facility in Suginoi Palace featuring 18 bowling lanes, 2 boccia courts, 5 ping-pong tables (including 1 round table), 3 billiard tables, 4 dartboards, 1 digital shooting gallery, 6 karaoke rooms, and a kids area. Open 13:00-22:00. Bowling priced 600 yen per game weekday, 700 yen weekend.
• 噴水ショー＆プロジェクションマッピング (Fountain Show & Projection Mapping) Nightly entertainment combining a fountain show ('AQUA DREAMS Yumegai Yume Yoru') in Aqua Garden featuring 10 large fountains and projection mapping, and a separate 58m-wide building projection mapping on the Suginoi Palace exterior. The 2026 program features a collaboration with Oita Prefectural College of Arts using Sony 3D spatial audio technology.
• お土産・売店 別風ゆのや (Gift Shop) A gift shop and souvenir store located in Hoshi-Sora Komichi on the 1F of Suginoi Palace, offering local Oita specialties and travel mementos. Operating hours 7:00-22:00.
• 杉乃井ウエディング (Suginoi Wedding) Wedding and banquet services offered at Suginoi Hotel, including a chapel, wedding hall with panoramic views of the sea and mountains, and a bridal salon. Dedicated wedding planning team available.

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• 立命館アジア太平洋大学 (Ritsumeikan Asia Pacific University, APU)minorStrategic or Co-development Partner · 15 September 2022Industry-first student-planned and operated event 'Multicultural Festival in SUGINOI HOTEL' held November 2022. ORIX Real Estate and APU signed comprehensive partnership agreement in December 2021 for regional revitalization through tourism. Students participated in practical learning programs including festival planning, marketing, and PR with professional guidance.
• ORIX Hotels & Resorts (オリックス ホテルズ＆リゾーツ)coreOthers · 23 May 2022SUGINOI HOTEL is part of ORIX Hotels & Resorts portfolio, operated by ORIX Hotel Management Co., Ltd. (取締役社長: 似内 隆晃). The brand operates 13 hotels/rvous across Japan as of 2022.
• Sanrio Harmony LandminorChannel Partner/ Reseller/ DistributorJoint package plans combining hotel accommodation with Sanrio Harmony Land theme park tickets. Available for Sora Kan, Hoshi Kan, and Niji Kan room types.
• 大分マリーンパレス水族館「うみたまご」& 高崎山自然動物園minorChannel Partner/ Reseller/ DistributorPackage plans combining hotel stay with admission tickets to Umitamago aquarium and Takasakiyama Monkey Mountain. Cross-promotion of local Oita attractions.
• 小鹿田焼 (Onta-yaki pottery)minorOthersTraditional Oita pottery incorporated into restaurant interior design at 和料理彩 SAI restaurant, showcasing local craft culture.

Scale indicators5 records

Recent moves13 records

Expansion highlights5 records

Direct peers

• Hoshino Resorts: Japan's leading luxury ryokan and onsen resort operator with brands including Hoshinoya, Risonare, and OMO. Most directly comparable competitor in the premium Japanese onsen resort segment where Suginoi operates.
• Hoshinoya Hakone: Luxury hot spring ryokan operated by Hoshino Resorts in Hakone. Comparable as a premium onsen destination property competing for high-end Japanese and inbound leisure demand.
• Kamenoi Hotel: Beppu-based hot spring hotel chain operating multiple properties in the city. Directly comparable on location, onsen focus, and Japanese leisure traveler customer base.
• ANA InterContinental Beppu Resort & Spa: International-brand luxury hot spring resort located in the same Beppu market, targeting similar premium leisure and inbound travelers with spa and onsen amenities.
• Hotel & Resorts Group (Kamenoi's parent): Japan-based hotel operator with multiple onsen and resort properties across Kyushu and beyond. Comparable on multi-property integrated hot spring resort strategy.

Broad incumbents

• Prince Hotels & Resorts: Large Japanese hotel and resort operator with ski, golf, and onsen properties. Comparable on integrated resort scale, though broader portfolio and not onsen-specialist.
• Hyatt Regency Naha / Hyatt Regency Seragaki Island Okinawa: International luxury resort operator in Japan with onsen/spa and beach resort properties. Comparable premium international-brand leisure positioning in the Japanese market.
• Mitsui Garden Hotels: Mid-to-upper-tier Japanese hotel chain with a national footprint. Comparable on multi-property Japanese hospitality platform, though more urban-skewed.
• Okura Hotels & Resorts: Established Japanese luxury hotel brand with onsen and resort properties. Comparable premium Japanese hospitality positioning though broader portfolio.

Regional players

• Yufuin / Kurokawa Onsen Area Resorts: Other Kyushu onsen destinations competing with Beppu for domestic luxury leisure travelers; relevant as regional alternatives rather than direct city competitors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/beppu_suginoihotel_official/?hl=ja
• LinkedInlinkedin.com/company/suginoi-hotel

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SUGINOI HOTEL