In Japan, Timeshares are Back, and Cooler Than Ever
In the foothills of Mount Asama, one of Japan’s most active volcanoes, the landscape is adorned with jagged lava formations – remnants of a historic eruption. This area, north-west of central Tokyo, offers more than just a thrilling glimpse into nature’s power. It has become the contemporary canvas for a rejuvenated trend: timeshares.
In 2024, a series of angular polyhedrons, complete with skylights and saunas, emerged in this forested region, strikingly juxtaposing the historical lava deposits. Designed by architect Kotaro Anzai for timeshare startup Sanu, these 14 Moss prefabricated cabins are built on platforms and boast floor-to-ceiling windows that frame the lush surroundings of Japanese maple, elm, magnolia, and Mizunara oak.
At 516 square feet, each cabin serves as a sanctuary for up to four guests, equipped with modern comforts including pellet stoves, wine cellars, and, in select cases, private saunas and electric-vehicle chargers. A noteworthy feature of these cabins is their exclusive use of Japanese woods, such as cypress, cedar, and larch for the structural elements, and chestnut for the beds.
A short drive away, another cluster of Sanu’s A-frame-style cabins showcases similar use of cedar and indigenous woods. These Bee bungalows, inspired by honeycombs, include cozy sleeping nooks with two semi-double beds framed by semicircular, slatted interior walls. With ample light entering through large windows and some decks featuring wooden-barrel saunas, they are perfectly designed for a cozy escape during long winters.
This new wave of timeshares, with their bold designs and exceptional amenities, is attracting a wide range of clientele, from remote workers to global celebrities. This novel fractional ownership model encourages a seamless blend of leisure and business in picturesque natural settings.
“Owning a cottage can be very expensive in Japan, but we can overcome that through sharing,” explains Gen Fukushima, Sanu’s chief executive. The company offers a subscription service where, for a monthly fee, subscribers can stay for up to seven nights at more than 30 sites across Japan. Additionally, they can invest in property shares that allow for 12 nights a year, with the flexibility to sell unused nights back to the company.
Timeshares, a popular concept during Japan’s economic boom, faced a decline but are now regaining popularity amidst growing interest in flexible vacation ownership. The yen’s depreciation has impacted Japanese owners in foreign locations, but domestic timeshares are thriving in the app-based sharing economy, as observed by experts in urban engineering.
The timeshare model is diversifying, with resorts expanding their offerings and small-scale properties being transformed into shared accommodations. Kessaku, a startup focused on preserving endangered heritage houses, offers investors a chance to own and enjoy historical homes through fractional ownership.
On the luxurious end, Not a Hotel, a Tokyo-based startup, has developed high-end accommodations like Irori, a spacious 2,684-square-foot house nestled in the Mount Asama region. Its design, orchestrated by architect Tessey Suma, includes traditional elements like a central hearth, complemented by modern amenities such as scenic saunas and hot spring baths.
These timeshares, spread across gated communities, are filling a niche for style and heritage in Japan’s hospitality sector. By collaborating with renowned designers, such as Norwegian firm Snøhetta, the industry continues to redefine luxury and innovation, attracting a global clientele eager for unique and stylish experiences.
Buoyed by favorable economic conditions and an influx of tourists, companies like Not a Hotel are thriving. Their fractional ownership model appeals to affluent individuals who desire flexibility without the commitment of owning a single property outright.
In this new era of timeshares, entrepreneurs are blending traditional Japanese aesthetics with modern design, offering an array of bespoke accommodations across Japan. From contemporary cabins nestled in serene landscapes to revitalized historical homes, timeshares are once again captivating the imagination and desires of investors and travelers, marking a notable resurgence in this distinctive niche of hospitality.
