The entry of low cost airlines into Japan will bring with them “young and active travellers with word of mouth power” and this is the set that Agora Hospitalities intends to engage with via online media and social networks such as Facebook, Pinterest, Twitter and blog.

To capture this customer, Agora which means “now” in Portuguese and “a place of gathering” in Greek, has introduced a new hotel concept – the LCA (Low Cost Accommodation) model – into the rebranded Agora Place Akasuka.

The 145-room Agora Place Asakusa, opened this July, is the first limited-service hotel operated by the company run by managing director Aya Aso. It features the “style MY stay” concept, which allows guests to personalize the minimalist-designed rooms with their own preferred range of items.

“The decor and amenities of each room are extremely simple, although of high quality. In limited-service rooms items such as sleepwear and other amenities are omitted, and guests can select the things they need and purchase or rent them at reasonable rates,” said Aya Aso, managing director of Agora Hospitalities.

The casual atmosphere and freedom of choice, she added, is a breakthrough in the traditional business hotel market of Japan.

“We are finding that it is popular among both leisure and business travelers from abroad,” said Aya.

She said the hotel, which has an active Facebook and Pinterest presence, has seen the fastest growth in bookings from sites such as Expedia, booking.com and Agoda.

The current foreign mix is at 60% – under the previous management, it was heavily skewed towards domestic travellers, which formed 80% of the business.

While it’s getting good reviews on Expedia, the new concept has not yet been accepted as well by Japanese domestic travelers, said Aya.

Guests from Asia, as well as from Europe, North America and elsewhere, can be seen perusing the shop adjoining the reception desk on the lobby floor, selecting flavored teas, renting Nespresso machines, lingering over morning coffee, and otherwise enjoying their stay in their own way.

Agora-brand amenities and the hotel’s original instant curry (made in-house) are popular as gifts to bring back home. Most popular are the innovative Japanese personal-care electronics which can be rented at affordable rates, such as nano-care steamers, hair irons, foot massagers and aroma diffusers.

Currently people who stay a week or more are eligible for a long-stay discount, and the hotel is making it easy for extended stays with washing machine, microwave and other necessities on the premises.

Aya said that low cost airlines would encourage inbound travelers, especially FITs, to travel out to secondary cities or other unknown destinations in Japan.  “Like a “sampler”, LCCs will enable travelers not only to enjoy the main dish, but a little bit of everything,” she said.