多彩な人生模様を織りなす民泊体験、人気高まる　　　　　　　　　　　　　　　気ままなリライト９１

民泊にぎわい回復　戻る訪日客、日本人も下支え - 日本経済新聞

Amid a resurgent boom in Japan's hospitality industry following a pandemic-induced hiatus, both domestic and international guests' preferences in short-stay accommodations have noticeably shifted. They are valuing immersive experiences, independence, and serendipity, moving away from the traditional luxuries and pampering services such as housekeeping, room service, and concierge service, typically boasted by hotels. In other words, an increasing number of tourists are opting for short-term vacation rentals, known as "minpaku". Those are private residences rented out through vacation rental management agencies or registered property owners, offering a personal and authentic local experience.

Japan's vacation rental business has been rebounding powerfully, despite the biological sabotage and a decline in property numbers in the wake of the enactment of the new Minpaku law in 2018. The law, which reinforced regulations on commercial activities in the areas zoned as residential, such as limiting the number of stay days to a maximum of 180 per year, led to weeding out tens of thousands of properties that previously overgrew in a regulatory grey area. According to the data from the Japan Tourism Agency dated May 15th, despite a 10% decrease in the number of registered Minpaku properties, tallying at 19,000, compared with the peak period before the new law’s enforcement, occupancy rates have seen a remarkable surge. Between February and March, the number of guests staying at those private rental properties jumped by 80% year-on-year, reaching 251,000. International guests accounted for 91,000 of this total, with a striking 16-fold increase year-on-year. South Korean visitors topped the list, followed by those from the United States and Taiwan.

The thriving minpaku business is being fueled by growing demand for diverse accommodation styles and the steady expansion of minpaku management companies. Those companies are serving as intermediaries between homeowners looking to monetize their properties as vacation rentals, and guests seeking more seclusion and independence than traditional hotels offer. Extensive listings on various online vacation rental platforms, such as Airbnb and Booking.com, are offering guests a wide array of accommodation options tailored to their tastes. Choices are spanning from stylish city apartments equipped with modern kitchens or cozy countryside homes featuring spacious backyards, or even refurbished traditional Japanese houses exuding historical charm. With an increasing number of homeowners enticed by the prospect of generating income from their properties, minpaku management companies are streamlining the rental process for them by handling the complex tasks associated with property rentals. Those tasks are ranging from listing and booking management, to property maintenance and cleaning between guests, ensuring a seamless rental process while maximizing the properties’ occupancy and revenue, and to adhering to local regulations. The management fees paid by homeowners to the vacation rental management agency cover those tasks, reducing the amount of time and effort required on the part of homeowners. The comprehensive suite of services provided by those agencies feels too compelling to ignore, even for property owners who prefer to manage their properties without depending on such agencies.

The allure of minpaku accommodations has been gradually fascinating the minds of tourists looking for their own unique lodging styles. Minpaku accommodations such as homes or apartments are providing a unique appeal for guests valuing personal touches that echo the local culture and represent the personality of the hosts. Such a setting is helping guests feel more immersed in the culture and daily life of the place they're visiting, giving them a sense of home away from home. Minpaku is also providing guests with a high degree of autonomy, making them feel as if they are living in a second home. Guests can set their own schedules, wake up at their leisure, cook meals in the kitchen whenever they desire, and enjoy the outdoor spaces as they wish, all in complete privacy. There's no need to worry about housekeeping intruding on their solitude. Many guests are viewing minpaku as the optimal way to enrich their vacation experience, creating unforgettable memories. The emotional value they attach to minpaku accommodations is influencing their perceptions of the pricing. For instance, despite the price for a night's stay at a property in Osaka City surging to a record 70,000 yen, 40% higher than pre-pandemic rates, securing a reservation at such a property feels akin to hitting a jackpot, according to Osaka City-based vacation rental management agency, LDK Project. That is suggesting that, for many, the value offered by minpaku accommodations is considered well worth the cost.

Capitalizing on the escalating minpaku fervor, propelled by the rising prices due to insufficient supply failing to meet growing demand, many companies associated with the vacation rental management have been proactively seeking opportunities to broaden their revenue streams. Matsuri Technologies, located in Shinjuku Ward, Tokyo, is among the companies leveraging this situation. Operating about 1,200 apartment units primarily in Tokyo and Osaka, the company has adopted a growth marketing strategy. Since October 2022, it has been steadily adding 100 to 150 units per month to its portfolio. This strategy has been motivated by a two-fold increase in the per-unit price from the mid-pandemic period between 2020-2021, and by an anticipated rise in demand for minpaku among international tourists. The demand is expected to grow in response to the World Expo scheduled to be held in Osaka in 2025. Matsuri Technologies aims to enhance its profitability by expanding the number of minpaku accommodations it manages. Massive Sapporo, a vacation rental management agency in Sapporo City, Hokkaido, is turning its focus towards underutilized housing resources in hot spring resort areas. Locations like Dogo Hot Spring in Matsuyama City, Ehime Prefecture, are of particular interest. The agency is targeting international tourists with a penchant for off-the-beaten-track sightseeing spots. Airbnb’s Japanese affiliate is jumping on the bandwagon with a donation of 150 million yen. The funds are designed to incentivize the Japan Kominka Association, an organization dedicated to preserving and revitalizing traditional Japanese houses, to convert those architectural gems into minpaku accommodations. Maintaining the original wooden architectural designs, the project is targeting the conversion of 50 to 60 houses, appealing to international guests wishing to experience authentic Japanese culture.