The Secret Story Behind the Renovation of Hotel New Akao
Aiming for a coexistence of nostalgia and novelty

The narrator of this story

Iconia Hospitality K.K.
Area General Manager

Makoto Isozaki

Shin Isozaki

He joined the company as a new graduate in 1998. As the general manager of Hotel New Akao, he supported the site during its revitalization phase and oversaw the construction of additional elevators. Currently, he is the area general manager, overseeing the hotel and four facilities in the Kusatsu area. A practical leader who has been closely involved with the field for many years.

Hotel New Akao
Facility Manager

Masatsugu Kojima

Masatsugu Kojima

He joined the company as a new graduate in 1997. He has experience in various departments including Restaurant, front desk, and weddings, and is currently the facility management manager. He played a central role in promoting the elevator expansion project, and was instrumental in protecting the hotel's iconic landscape and brand name.

Popularity revived! But that's precisely what led to this "big problem."

Hotel New Akao has long been a beloved symbol of Atami. Its most iconic feature is the Ocean Wing, a white accommodation building that juts out dramatically over the sea. Since its completion in 1973, this building has been an integral part of the city's landscape and has left its mark on history. Although it was forced to close during the COVID-19 pandemic, it reopened in July 2023 after a revamp of its management system.

Then, its unique architectural design became a huge topic of conversation on social media. Popularity spread, especially among younger generations who found the Showa-era retro atmosphere refreshing, and the building became more crowded than ever before.

While the establishment has made a remarkable comeback, the surge in visitors has brought a certain problem to light: severe overcrowding in the elevators.

Originally, there were only four elevators for a hotel with 250 Guest rooms.

Area General Manager Makoto Isozaki says:
"As the 10:00 AM check-out time approaches, every elevator is packed to the upper floors where the front desk is located. Guests can't get on from the intermediate floors, and even if they wait for the next one, it's also full. We sometimes receive harsh complaints from guests who finally reach the front desk... We also see many complaints about the congestion in the reviews on booking websites."

If guests are left dissatisfied at the end of their stay, it can negatively impact their overall impression of the trip. We want you to be consistently satisfied until the moment you depart—that's why we decided to add more elevators.

Construction work carried out while business operations continued. A commitment to the "win-win-win" principle.

Adding an elevator to a hotel built on a rocky outcrop by the sea, over 50 years old, is inherently an extremely difficult task. Moreover, this time, the construction will proceed while the hotel remains open for business.

Therefore, in consideration of our guests during their stay, we selected a construction method that would minimize noise, and also adopted a method that would not pollute the sea, taking into account the impact on the surrounding environment. As a result of paying meticulous attention to all aspects, the construction period will be a long one, lasting 10 months.

To get through this long and arduous period, facility manager Masatsugu Kojima harbored a certain resolve.

"The comfort of our guests is our top priority. At the same time, it's my responsibility to ensure that the construction workers can work smoothly and that the hotel staff can work comfortably. I strive for a harmonious coexistence for all three parties."

In the process of achieving this, the hotel staff on site also had to bear a considerable burden. To prioritize the delivery of materials, they provided the only service elevator to the construction company, and strictly adhered to the practice of borrowing the guest elevator while avoiding peak hours. In an inconvenient environment where the normal workflow was disrupted, the staff made meticulous adjustments every day according to the situation.

However, there was a reason why the staff were able to approach their work positively. Isozaki and others repeatedly called out to them, saying:

"Adding elevators is essential for improving customer convenience and is an investment in the future. We apologize for any inconvenience caused by the construction work."

By consistently and honestly sharing the project's objectives and the vision for its completion, the staff's perspectives aligned. This became a crucial support system for overcoming difficult situations.

Despite the long duration of the construction project, we received very few complaints from the customer. The on-site team's commitment to the "win-win-win" principle was the key to completing the project without any major problems.

Guardians who protect the unique character of New Akao

Another major challenge was securing a passageway for the elevators that would run vertically through the building. After much consideration, the location was decided to be the back yard adjacent to the existing elevators, where the impact on the building interior would be relatively minimal. Even so, a major renovation involving the relocation of equipment on each floor was unavoidable. On-site, the rearrangement proceeded like rearranging puzzle pieces within the limited space.

The biggest change for our customers is the relocation of the 17th-floor reception desk. A new elevator is being installed where the old reception desk used to be, so the counter has had to be moved to a slightly more secluded location on the same floor.

What we valued most was preserving the memories that had graced this space for so many years. We moved the silver, corrugated panels that had been used as partitions in the old front area to the back of the new counter, and carried over the golden frames that had once adorned the air conditioning vents to the front of the counter.

It's not just the visible design that has been carefully preserved.

For example, the name "Hotel New Akao." Kojima played a major role in protecting this name.

"During the preparations for reopening, there was talk of changing the entire brand name, but I directly asked them to keep it. For many years, our customers have affectionately called us 'Akao-san.' This name is our greatest asset."

Evolution continues

In July 2025, the newly installed elevator began operation. The number of people it can transport at once has increased to 1.5 times that of the previous elevator. Isozaki says:

"The effects were immediate. The flow of customers is completely different from before. We hardly see any reviews now complaining about overcrowding. We rarely hear customers say directly, 'It's so much more convenient now that there are more elevators,' but..."

Despite saying that, a look of delight is evident on their faces. The greatest achievement of this project is that they have been able to provide a level of comfort that is taken for granted, without making the inconvenience noticeable.

The hotel's renovations don't end there. Starting in April 2026, renovations to all 250 rooms in the Ocean Wing will begin in stages, and in June, the hotel's first outdoor Restaurant will open in a dynamic location right by the water's edge. This Restaurant will collaborate with Atami 's craft gin distillery "SEACLIFF" to offer an original gin blended with ingredients from Shizuoka Prefecture, including Atami grown habanori seaweed, Atami oranges, Shizuoka tea, and lemons. In July, a kids' park will be created by renovating a banquet hall, and in February 2027, a large public bath with a thermae-style theme will also open.

Hotel New Akao continues to evolve while retaining the charm of the Showa era. By reflecting on the efforts of the staff behind the renovations and the story of legacy embodied in the design, the view of the hotel will surely take on a different character. We invite you to experience its new charm firsthand.

Hotel New Akao