The Ryokan Collection partnered with Nakama Digital to highlight Japan’s most exclusive ryokans, combining editorial storytelling, social media promotion, and newsletter campaigns to inspire inbound travellers seeking authentic, high-end Japanese hospitality.
Challenge
The Ryokan Collection curates some of Japan’s most luxurious traditional inns, each offering a blend of history, design, and refined omotenashi (hospitality).
The goal was to boost international awareness of the collection and drive interest in its unique properties—particularly among English-speaking travellers planning meaningful, experience-led trips to Japan.
Execution
Editorial Strategy: Crafted SEO-friendly features targeting keywords such as “best ryokans in Japan” and “luxury ryokan stays.”
Property Spotlight: Positioned BETTEI Otozure as a must-visit destination for those seeking a serene and immersive escape in Yamaguchi.
Cross-Platform Distribution: Leveraged both social media and newsletter channels to maximise reach and engagement.
Results
Increased Organic Traffic: Articles appeared in Google Search and Google Discover for key ryokan-related queries.
Engaged Social Audience: The Instagram carousel generated strong saves and shares from followers planning Japan trips.
Brand Positioning: The Ryokan Collection was reinforced as a trusted source for exceptional Japanese hospitality experiences.
Promoting The Ryokan Collection’s Finest Inns
Solution
We developed a multi-article editorial campaign for Japan Nakama, positioning The Ryokan Collection as the go-to destination for discerning travellers.
Editorial Features
The Ryokan Collection: Curating Japan’s Finest Inns – An introduction to the brand and its philosophy.
Read the articleTop Ryokans in Japan for an Unforgettable Stay – Highlighting standout properties from the collection.
Read the articleRyokan 101: What to Know – An educational guide for first-time guests, demystifying the ryokan experience.
Read the articleBETTEI Otozure Feature – A dedicated spotlight on the Yamaguchi-based ryokan, showcasing its design and setting.
Read the article
Social Media Amplification
A custom Instagram carousel was created to visually convey the atmosphere and appeal of The Ryokan Collection, encouraging followers to click through to the articles.
Newsletter Campaigns
Coverage was supported by dedicated sends to 20,000+ subscribers, targeting an audience of travel enthusiasts and Japanophiles. These campaigns drove high click-through rates to the articles and sustained interest over multiple weeks.
