Foreign luxury hotel brands are expanding in popular Japanese resort areas such as Niseko and Yokohama Bay Sheraton Tower to meet overseas elites’ need for privacy, trust, and the do-nothing luxury they seek in nature. Guests want on-site dining, bars, spa and pools, with ski-in/out or waterfront access. Global programs like Marriott Bonvoy, World of Hyatt and Hilton Honors lock in guests with perks such as free nights, upgrades and lounge access. The article, drawn from a new book, examines the structural shifts in Japan’s hospitality and real estate markets.