SQUEEZE Inc. (Head Office: Kitahiroshima, Hokkaido; CEO: Shinichi Tatebayashi) will open its newest hotel, “Minn house Niseko Hirafu,” in Hokkaido’s globally renowned Niseko area on June 10, 2025. This marks the first villa-style facility under the company’s “Minn” brand and offers a stay experience that fully embraces the region’s expansive natural beauty and world-class winter activities.

Background: The Global Potential of Niseko and Structural Challenges in Local Hospitality

The Niseko area is one of the world’s most celebrated snow resorts, drawing travelers from around the globe in search of its renowned powder snow. The destination has consistently received international recognition, including four consecutive wins at the prestigious World Ski Awards from 2013 to 2016. In 2024, the Niseko area received nominations across 22 categories.

However, Niseko’s hospitality sector faces structural challenges common to rural regions—namely labor shortages, high operational costs, and pronounced seasonal fluctuations. These issues often force facilities to shut down temporarily during off-peak seasons. Without solving these root problems, the area risks underutilizing its true tourism potential and jeopardizing long-term regional development.

To address these issues, SQUEEZE Inc. will apply its expertise in technology-driven hotel operations to establish a sustainable and scalable model for regional tourism infrastructure.

AI-Powered Hotel Solutions and Smart Operations

SQUEEZE Inc. delivers “AI Powered” hotel solutions that combine technology and real-world operations to support sustainable tourism:

・ Cloud Reception for Contactless, 24-Hour Support: Guests can check in and out online and access their rooms with keyless entry. The system allows for seamless, private stays with 24/7 support via cloud systems.

・ AI-Enabled Efficiency: Leveraging technology to reduce labor needs and optimize cost structures enables facilities to remain operational year-round—even in areas with labor shortages or heavy seasonality.

About Minn house Niseko Hirafu

Located in the heart of the Hirafu area of Kutchan Town, this villa-style property provides easy access to skiing and snowboarding in the winter, as well as hiking, rafting, and cycling in the summer. The area is a true all-season resort, also known for its beautiful autumn foliage, spring greenery, hot springs, and gourmet offerings.

Each of the five two-story villas measures up to 91㎡ and accommodates up to six guests. All villas are equipped with kitchens and washer-dryers, making them ideal for inbound travelers, long-term stays, families, and group trips. On-site parking and ski storage facilities ensure maximum convenience for guests visiting during the winter season.

Facility page: https://staytuned.asia/ja/brands/minn/hotels/minnhouse-nisekohirafu

 

Family Villa

Moderate Villa

Facility Overview

Facility Name: Minn house Niseko Hirafu

Location: 1-12, 5-jo 4-chome, Hirafu, Kutchan, Abuta-gun, Hokkaido

Number of Rooms: 5 villas

Max Capacity: 30 guests (up to 6 guests per villa)

Opening Date: June 10, 2025

Access:

・ By Train: Approx. 2 hours from Sapporo Station / 1 hr 40 min from Otaru Station

・ By Car: Approx. 2 hours from Sapporo / 1.5 hours from Otaru

Operator: SQUEEZE Inc.

About the Minn Brand – Your Second Home

The name “Minn” combines “minna” (meaning “everyone” in Japanese) and “inn,” reflecting the brand’s core concept of “staying together with everyone.” Designed with families and groups in mind, Minn offers rooms over 25㎡ with kitchens and home-like comfort across Japan.

Technology-driven features such as smartphone-based pre-check-in, keyless entry, and real-time chat support enable guests to enjoy flexible and stress-free stays.

Future Vision – Expanding from Niseko to Other Resort Destinations

SQUEEZE Inc. plans to expand its presence in the Niseko area and beyond, bringing Minn to other resort destinations across Japan. The company aims to enhance the quality of the guest experience while contributing to regional revitalization by reimagining tourism infrastructure.

A Rapidly Growing Network of Smart Hotels

From April 2023 to April 2025, the number of hotels operated by SQUEEZE Inc. increased from 21 to 37, with its workforce nearly doubling to 500 employees (including part-time staff). In spring 2025, five new hotels were opened in Hokkaido and Kyoto, with a new project in Fukuoka scheduled for 2026. Through its smart hospitality model, SQUEEZE Inc. continues to create value rooted in regional potential.

Press Release: https://squeeze-inc.co.jp/archives/3164/

SQUEEZE Inc. – Hokkaido Operations

・ Minn Chitose (Opened December 2022)

Located an 8-minute walk from JR Minami-Chitose Station, just one stop from New Chitose Airport. Ideal for tourism, sports, and activity-based travel.

Press Release: https://squeeze-inc.co.jp/archives/1328/

・ ES CON FIELD HOKKAIDO Hotel Kitahiroshima Ekimae (Opened March 2025)

A core part of the “Kitahiro-Hometown BASE” revitalization project, featuring smart lock technology and seamless guest access.

Details: https://staytuned.asia/ja/brands/esconfield-hokkaido-hotel/hotels/efh

Press Release: https://squeeze-inc.co.jp/archives/2837/

・ Minn Kitahiroshima Station East (Opened April 2025)

Spacious rooms with private saunas, located within walking distance of JR Kitahiroshima Station and F Village.

Press Release: https://squeeze-inc.co.jp/archives/2954/

・ tower eleven hotel at ES CON FIELD HOKKAIDO (Opened March 2023)

Operated by SQUEEZE Inc. with stunning stadium views and unique accommodation experiences.

Details: https://staytuned.asia/ja/brands/towereleven/hotels/towerelevenhotel

Press Release: https://squeeze-inc.co.jp/archives/1524/

About SQUEEZE Inc.

Founded: September 2014

Registered Headquarters: 1-52 Sakaemachi, Kitahiroshima, Hokkaido

Tokyo Office: 4F ARCHES KAMIYAMACHO, 6-4 Kamiyamacho, Shibuya-ku, Tokyo

CEO: Shinichi Tatebayashi

Website: https://squeeze-inc.co.jp/

Business Areas:

・ Solutions for idle real estate and accommodation properties

・ Hotel development and operational consulting

・ Developer of “suitebook,” a cloud-based PMS

・ Smart hotel operations and remote reception services