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They are at time.com/newsletters and are separate from a paid subscription.  **THOUGHTFUL LUXURY** _Omotenashi_, roughly meaning “hospitality,” is one of the key draws for travelers planning a trip to Japan. Whether visiting a casual restaurant or a five-star resort hotel, the idea of thinking one step ahead of the customer—so they do not even need to ask—permeates the country’s hospitality sector. Hotelier Toshio Yanagawa sees omotenashi as a key factor for return visits to Japan, contributing to the current tourism boom of over 40 million visitors in 2025\. With much of this concentrated in major cities, he believes regional areas still hold potential. “Until ten years ago, Japan didn’t place much emphasis on attracting tourists. I often wondered why, as the country has so many hidden tourism treasures,” he said. “Countless destinations remain largely untapped.” That belief has shaped the growth of his brand, Centurion Hotels, now spanning the country from northern Hokkaido to the southern tip of Okinawa. With ambitions to open hotels in all of Japan’s 47 prefectures, Centurion aims to bring emerging tourism demand to lesser-known regions. Its newest property, located near Shimane’s Izumo Taisha, one of Japan’s oldest shrines, features a state-of-the-art sauna alongside culinary ingredients sourced from the local area. Traditional accommodation in Japan often centers on an _onsen_, a large hot spring bath filled with mineral-rich water. In recent years, however, sauna culture has taken off nationwide, both at naturally fed onsen and inner-city _sento_. Online reviews now brim with tips on cold plunges, amenities and even seasonal scents. Reflecting this shift, many Centurion properties have invested heavily in expanding their sauna offerings, complete with daily aufguss services. Believed to have originated in Germany, the aufguss ritual has taken  Japan’s sauna scene by storm. A sauna master pours scented oils and water onto heated stones, then fans the steam toward participants to encourage sweating and relaxation. The experience is often accompanied by music, from ambient tracks to J-rock, adding a distinctly Japanese touch. After hydrating, guests cool off in cold baths before resting in dedicated relaxation areas. Yanagawa notes that the service is “extremely popular,” not only with hotel guests but also with wellness seekers looking for a few peaceful hours away from busy city life.    Variety is also central to the Centurion experience, with each room featuring furniture and facilities designed to spark curiosity. From traditional _shoji_ paper dividers and curated artwork to rooms with kitchens and mezzanine staircases for larger groups, every space offers a distinct stay while maintaining consistent quality. Moving away from the one-size-fits-all approach of many large international chains is key to the brand’s strategy. “Although we are still a small company, we aim to become number one in Japan by focusing on what makes us unique,” Yanagawa said. That sense of individuality is set from the moment guests arrive. Each Centurion lobby features a grand piano, creating a signature ambience across properties, whether in major cities or at their mountainous Hakone retreat. “Guests are free to play at any time, and we also invite professional musicians to perform concerts every Saturday,” Yanagawa explained. Design-wise, Centurion embraces the _wayo secchu_ approach, a blend of Japanese and Western influences popularized in luxury spaces during the Meiji era (1868–1912). Think 1920s Americana paired with Japanese woodblock prints, or traditional hot pot dishes enjoyed alongside European wines. The result is a refined mix that appeals to both local and international guests, with warm service as the common thread. “Smiles, good service and a warm greeting have always been our motto,” said Yanagawa. As a veteran of the hospitality field, Yanagawa is confident that Centurion can compete for overseas tourists seeking a more authentic stay in Japan. “We believe it is important to tailor each facility to its location,” he said. “Based on my experience in this industry, I know we can compete through wholehearted service.” ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/branded-content/global-kigyo/centurion-hotels/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/branded-content/global-kigyo/centurion-hotels/"},"headline":"Centurion Hotels","datePublished":"2026-06-18T14:28:05.523Z","dateModified":"2026-06-09T07:28:03.091Z","description":"","url":"https://time.com/branded-content/global-kigyo/centurion-hotels/","keywords":[],"thumbnailUrl":"","author":[],"articleSection":"Paid Content","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/branded-content/global-kigyo/centurion-hotels/","name":"Centurion Hotels"}}]}] ```