Human-Crafted Hospitality: The Essence of Japanese Luxury
Ms. Paola Gheis, an Italy-born consultant based in Barcelona, leads an international firm that specializes in optimizing luxury residences for short-term vacations. She spent about a month in Japan, and I asked her for her impressions of the country’s luxury hospitality scene.
On the recommendation of an executive from a European fashion brand, she visited a number of hidden gems, including the historic inn Kinjoro in Kanazawa and the boutique hotel The Shinmonzen in Kyoto. She describes these places as steeped in ceremony and tradition, offering a meditative tranquility. Overwhelmed by a sense of luxury unlike anything in the West, she experienced a fully immersive hospitality that made her lose track of time, renewing her appreciation for the power of “hospitality created by people.”
Delicate craftsmanship, a steadfast commitment to tradition, and a culture that weaves the changing seasons into the guest experience all attest to Japan’s stature as a luxury powerhouse. Paola praises Japan, saying it shows us that “true excellence can only be cultivated over time.”
At the same time, she points out that while Japanese luxury is close to flawless, it still faces certain challenges. One of these is a lag in digital marketing. Although Japan is often considered a technology leader, many accommodations have outdated websites and low-resolution photos, making it difficult to convey the sublime experiences available on-site. She believes “there is room for improvement” in this area.
Japan exemplifies the core of luxury—creating meaning and emotion. By refining its digital expression and storytelling, it could share its value with a much wider audience. Yet when confronted with the surge in inbound tourism, one might wonder whether Japan intentionally keeps its digital presence modest, reserving its most extraordinary surprises and delights for those who venture there in person. By appearing to lag behind digitally, perhaps Japan is embracing a quiet reserve as a virtue—a subtle embodiment of its own “ikezu” style of luxury.
<About the “Ikezu” Style>
In Japanese—particularly in the Kyoto region—ikezu (いけず) literally translates to something akin to “mean” or “spiteful.” However, in practical usage it often carries a more nuanced connotation: a subtle or playful withholding of directness. In social interactions, ikezu can manifest as teasing reserve, a certain level of polite aloofness, or a gentle insistence on letting others discover truths for themselves.
Rather than overtly laying out the full picture, an ikezu approach hints or alludes, effectively inviting people to look closer. In the context of hospitality, this might mean not over-explaining or over-advertising every detail—thus allowing guests to experience a pleasant sense of surprise and discovery during their stay. It’s a distinctly Japanese mode of engagement, where part of the “luxury” lies in unveiling itself slowly and gracefully, rather than being presented all at once.
(Photos courtesy of Ms. Paola Gheis)
Original article in Japanese: