星野リゾート × 日本ベッド社長対談『ふわくもスリープマットレス』開発秘話（ AERA 誌取材映像：星野リゾート・星野佳路代表 × 日本ベッド・宇佐見壽治社長）

Summary

The speaker emphasizes the importance of understanding customer needs and market research in the hospitality industry, highlighting the challenge of distinguishing their business amidst similar hotels and ryokans. They stress the significance of expressing their unique identity and the role of a 100-year-old company in connecting generations. The speaker discusses the concept of 'Wagami-yatoi' (Japanese spirit and Western talent), which involves continuous improvement and customization to meet qualitative customer demands. They also share their passion for old architecture and the incorporation of natural elements in their design philosophy. The difference between home-use and hotel beds is addressed, with a focus on the luxurious and comfortable experience for short stays. The company's commitment to quality over mass production is evident, with a focus on craftsmanship and attention to detail. The speaker expresses a vision for the company to become a competitive Japanese operation company, leaving a legacy for future generations and contributing to the global hotel industry with a distinctly Japanese style.

Takeaways

• 🏨 The speaker emphasizes the importance of understanding customer needs and responding to them, especially in the hospitality industry where competition is fierce.
• 🌟 The concept of 'Wa' (Japanese spirit) and 'Yōsai' (Western skills) is mentioned, highlighting the continuous improvement and crafting of quality products.
• 🏞️ The speaker expresses a deep appreciation for old architecture and the way it harmoniously integrates with nature, which reflects in their approach to product design.
• 🛏️ There is a clear distinction made between home-use beds and hotel beds, with the latter focusing on a luxurious and comfortable experience for short stays.
• 🎓 The company's role is to connect generations, ensuring the business remains competitive and sustainable for the next 50 to 100 years.
• 👵 The speaker mentions the use of high-quality materials like luxurious urethane and felt in their mattresses, catering to the preferences of celebrities and the elderly.
• 🛠️ The company does not have the expertise to produce cheaply in large quantities; instead, it focuses on craftsmanship and quality.
• 🌐 The speaker aspires to make Japanese-style hospitality a global standard and is willing to assist in promoting this style internationally.
• 📈 The company's goal is to become a competitive Japanese operation company, focusing on quality and service rather than just increasing sales figures.
• 👂 Listening to customer feedback and incorporating the company's unique touch is crucial for maintaining the company's distinct identity.
• 📚 The company has a history of learning and adapting, with employees engaging in sensory experiences to understand the concept of a good night's sleep.

Q & A

What is the key challenge faced by hotels and ryokans in attracting customers?

The challenge is to differentiate themselves from other accommodations, especially since many hotels and ryokans tend to follow the same direction. They need to express their unique identity to be chosen by customers.

How does the speaker view the role of a 100-year-old company?

The speaker believes that the role is not just about growth, but more importantly about connecting and passing on the company's legacy to the next generation in a way that allows it to survive and thrive.

What is the concept of '和魂洋才' mentioned in the transcript?

The concept of '和魂洋才' refers to the idea of continuously improving and creating better products while blending traditional Japanese spirit with Western techniques or talents.

Why does the speaker have a preference for old architecture?

The speaker loves old architecture because of the attention to detail and harmony with nature, such as the different ways glass is cut in a building like the Maeda Clan's Western-style residence to allow for the morning sun and the evening sunset.

How does the speaker describe the approach to creating products that harmonize with nature?

The approach involves integrating with nature rather than dominating it, creating products like beds that are suitable for Japan's climate and Japanese preferences.

What is the fundamental difference between a home-use bed and a hotel bed according to the speaker?

A home-use bed must be comfortable and suitable for daily use, while a hotel bed is for short stays and should offer a luxurious sleeping experience that is different from what one has at home.

What is the speaker's view on the importance of listening to customer feedback?

The speaker emphasizes the importance of listening to customers' needs and requests to create products that meet their qualitative desires and to enhance the overall satisfaction of their facilities.

What is the company's approach to product customization?

The company focuses on customization based on qualitative demands described by customers using adjectives that reflect the desired comfort level, leading to a fitting proposal.

How does the company differentiate itself in terms of manufacturing?

The company does not have the know-how to produce goods cheaply in large quantities. Instead, it prides itself on craftsmanship and attention to detail, creating unique products like luxury feeling springs and mattresses.

What are the company's goals for the future?

The company aims to become a competitive Japanese operating company with a high-quality system that can be passed on to future generations, and to become a global standard for Japanese-style hospitality.

How does the company plan to appeal to overseas customers?

The company plans to emphasize its unique Japanese identity and the quality of its products, including the comfort of its beds, to distinguish itself from Western hotels and become a recognized standard worldwide.

What steps has the company taken to understand and improve the quality of sleep?

The company has engaged in activities such as studying the know-how of a good night's sleep with all employees using their five senses and recreating vintage beds with the help of a single internal expert who held the knowledge.