Hakuba Hotel Group | About Us | Here's Our Story |


Hakuba Hotel Group is comprised of a young and dynamic international team offering the largest portfolio of boutique hotels, premium chalets and apartments and international food & beverage outlets in prime locations throughout the Hakuba Valley.


Hakuba Hotel Group (HHG) was founded over 10 years ago when two visionary investors discovered the natural beauty and vast potential of the Hakuba Valley. It was as clear to them then as it is to us now that Hakuba has the potential to become Japan’s preeminent all-year resort.

HHG was launched in 2012 with the purchase of The Hakuba Springs Hotel and has since grown from a small hotel operator to the Hakuba Valley’s largest hospitality company owning and/or managing hotels, apartments, chalets, travel agencies, events, restaurants and bars and featuring some of Asia’s most premium accommodation and dining options.

Our belief in Hakuba remains unwavering evidenced by significant pandemic era investment in the Hakuba Valley which included opening the region’s most high-end apartment hotel ‘ROKA’ as well as ‘THE HAPPO’, Hakuba’s newest boutique hotel.

We pride ourselves on adopting innovative technology while upholding international hospitality standards to ensure our guests’ experience of Hakuba is as comfortable as it is memorable.

After all, it is our shared passion for curating unforgettable Hakuba moments which drives our team forward.

Hakuba Hotel Group truly is ‘all things Hakuba’.

Our Vision

To develop Hakuba into Japan’s premiere all-year resort, and to establish Hakuba Hotel Group as the first choice for travellers to the Hakuba Valley.

Mission Statement

The mission of Hakuba Hotel Group is to create unforgettable Hakuba moments and experiences for travellers who love sports, adventure and nature. We achieve this with a well-trained, motivated, passionate and caring team dedicated to consistent quality, personalised services, constant innovation and a technology-first approach leading to a fair return on investment for our stakeholders.

Core Values

Integrity & Honesty – Our employees and the company as a whole act with integrity at all times. We are transparent and trustworthy in everything we do.

Fairness – We treat everyone with decency and respect. We do not discriminate.

Community – We are committed to Hakuba. We do whatever we can to improve the community, to embrace the people who live here and to protect the environment.

Teamwork – We work together as one team regardless of the property or department where we work. We support each other during and outside of work.

Guest Experience – We create life-long memories. We never apply a ‘one size fits all’ approach, but anticipate the needs of each individual. We meet guests’ preferences as much as possible and make everyone feel taken care of and welcome at all times.

Technology – We use the latest, intuitive technology to reduce time spent on unnecessary administrative work for guests and team members and to focus on quality time spent.

Accountability – We act with responsibility and our team members are empowered to take decisions to improve the experience of guests and fellow team members.

Flexibility – We don’t insist on rules and standards unless it would cause harm or disadvantage to others otherwise. We always do our best to meet guest requests and go above and beyond to exceed expectations.

Quality – We pay attention to detail and provide every possible convenience to our guests. Our properties and facilities are immaculately maintained.