Why guests keep coming back: Inside Japan’s best ski lodge

Leon Flint is the entrepreneur behind Furano Lofts & Chalet – named Japan’s Best Ski Lodge/Chalet in the 2025 Ski Asia Awards. We speak to him about why Furano is finally having its moment.

Furano may not have the global name recognition of Niseko or Hakuba, but that’s precisely what drew Leon Flint – former executive-turned-hospitality entrepreneur – to this unassuming Hokkaido town more than a decade ago. While others chased short-term returns and seasonal saturation, Flint saw year-round potential: a place where farm-to-table restaurants, off-the-radar nature escapes, and authentic Japanese culture could sit comfortably alongside world-class powder.

In this interview, Flint shares how that early bet on Furano paid off – and why the Furano Lofts & Chalet experience resonates so deeply with guests looking for more than just a ski trip. From the design inspiration behind his award-winning properties to the perfect 24 hours in Furano (in any season), this is a rare look at what sets Japan’s best ski lodge apart.

Leon Flint

Can you tell us a bit about the journey that led to the creation of Furano Lofts & Chalet?

In late 2013, after three decades working for various multi-nationals across Asia, most recently in Tokyo, I was ready for a significant change. I decided to leverage my experience as a private investor in residential real estate across the region, scaling this into a substantial venture.

My initial focus was to identify the most compelling property market opportunity. This proved to be Japan, based on several measures, not the least being currency timing, and the government’s prioritising of international inbound tourism as a key engine for growth. The strong emerging global trend in nature tourism helped me narrow my search further, to Hokkaido.

At the time, every Hokkaido investment conversation was still dominated by Niseko, and it was the obvious, “safe” choice. But safe didn’t appeal to me. Niseko was also, and still is essentially, a “one trick pony”, with only its winter season underwriting investor returns. It was also fast becoming too built up and built out and overly westernised. I felt there had to be a more prospective opportunity and this led me to Furano, where I immediately saw what other investors were missing: its genuine, authentic year-round appeal, and a location where prime real estate was still accessible at reasonable prices.

Twelve years later, my decision has evolved into our award-winning Furano365 business, with our properties occupying what has now become some of Japan’s most valuable ski village real estate.

What inspired you to start this venture in Furano over another resort in Japan?

My decision came down to three pivotal factors: value, vision, and timing.

I saw superior value in Furano’s largely untapped potential. The resort possessed every advantage – immediately adjacent to a vibrant year-round township, reliable, world-class powder snow, authentic Japanese culture, stunning natural beauty, and an already established summer season reputation – yet it remained relatively under the radar.

“Furano offered that rare combination of ski excellence and genuine year-round tourism appeal” – Leon Flint. Image: Angelina Xu

More critically, I had a clear vision for the market’s evolving direction. Savvy Hokkaido travellers were increasingly seeking authentic experiences that extended beyond purely winter sports. Furano offered that rare combination of ski excellence and genuine year-round tourism appeal. With its iconic lavender fields, burgeoning farm-to-table dining scene, exhilarating mountains and pristine rivers perfect for summer adventures, it was a complete destination waiting for proper positioning.

Timing too was crucial. I recognised the opportunity to secure prime ski village real estate when it was still quite accessible and being ignored. The moves we made so early, would be exceptionally difficult to replicate today, and a whole lot more expensive.

What do you believe helped Furano Lofts & Chalet stand out and ultimately win this award?

This award, for which we are exceptionally grateful, validates our foundational belief: that uncompromising attention to detail creates lasting competitive advantage. This philosophy permeates every facet of our operation – from the superior design and craftsmanship of our properties to their impeccable presentation and the depth of our bespoke services.

Furano Lofts & Chalet

Our approach was inspired by my extensive business travel experiences, staying at leading hotel and apartment properties across Asia. I learned first-hand what truly exceptional quality and genuine hospitality felt like – where every detail was perfect, where staff anticipated needs, and properties maintained a pristine, “just-finished” appearance regardless of age. This became our blueprint for Furano Lofts & Chalet.

The results speak for themselves. Guests frequently enquire if our properties are brand new. More tellingly, many return year after year; some are now booked for their eighth consecutive season. This loyalty is built on a service culture that prioritises uncompromising standards over mere flashiness. For instance, our housekeeping team cleans to standards, not schedules; our private transfer partners supply spotless, non-smoking vehicles specifically prepared for our guests; and our laundry service provides dedicated linens exclusive to Furano Lofts.

“Guests frequently enquire if our properties are brand new. More tellingly, many return year after year; some are now booked for their eighth consecutive season.” – Leon Flint

This deeply embedded, best-in-class culture fosters immense pride and dedication within our team. We all witness the positive guest response firsthand, which continually reinforces our commitment to excellence. Guests may arrive visibly stressed from active lives in major cities, but by day two of their stay, they’re looking visibly relaxed, relishing the tranquil atmosphere where every personal need is addressed. This is precisely the immersive, restorative experience we aim to deliver at Furano Lofts & Chalet.

Furano just came off one of its busiest ski seasons ever. How did your business handle the increased attention?

International recognition of Furano’s winter tourism profile has indeed surged, growing to an unprecedented level last season, but this is what we’ve been anticipating and preparing for since day one.

Crucially, we had the infrastructure and experienced team in place to seamlessly handle the increased business volume. While other operators scrambled to meet demand, we took it in stride, maintaining our high service standards, confirming the value proposition of our product, and reinforcing our established reputation.

For Furano overall, the city has always quite adeptly managed high visitor volumes during summer – it’s a proven destination of longstanding for both domestic and international tourism in that season, with comprehensive supporting infrastructure. Now, we are witnessing Furano’s evolution into an equally active, dual-peak market, an evolution that is fascinating to observe and that dramatically improves the economics for any hospitality investment here. What excites me most is that we’re still in the early innings. While the recent surge in recognition feels significant, there’s still substantial room for continued growth.

Running a boutique property in Japan comes with challenges – especially as a foreign operator. What were some of the early hurdles?

Those early years were indeed challenging, but they ultimately established what I now consider significant ‘moats’ around our business. The language barrier and a general unfamiliarity with international design and quality concepts among local contractors meant every early step took longer and demanded far more oversight and explanation to achieve than we had anticipated.

Yet, this struggle yielded substantial benefits: we essentially forged a path for successfully developing and managing premium accommodation in Furano. We painstakingly worked through the process of guiding local tradespeople, establishing robust supply chains for high-end materials, and setting new standards that others now strive to emulate.

Crucially for us, these deep contractor partnerships, supplier networks, and broader local connections that took years to cultivate, are now invaluable assets – nearly impossible for any new entrant to replicate quickly. This has given us such a strong foundation that not only benefits us but elevates the entire destination.

If a guest had just 24 hours in Furano, how would you recommend they spend it?

Honestly, I’d first tell them they’re making a mistake – 24 hours barely scratches the surface of what makes Furano special! But if time were truly limited, here’s how I’d structure the perfect day:

24 hrs in Summer: Start with an early morning car, or e-bike ride the short distance to Farm Tomita, the birthplace of lavender tourism in Japan. There’s something truly magical about experiencing this iconic landscape in the quiet morning hours. Continue to Biei to see the ethereal Blue Pond and Shirahige Falls, then enjoy a farm-to-table lunch showcasing the region’s incredible produce. For the afternoon, choose your adventure: adrenaline enthusiasts can opt for canyoning or rafting on our pristine rivers, or enjoy an exhilarating mountain trail, while those seeking another famous local food experience can cruise the “Melon Road” and taste what might be the world’s best melons at peak ripeness. Conclude with dinner at the famous Tomikawa Shiseimensho for the most authentic local ramen, then return to our exclusive private onsen for a restorative soak, followed by a nightcap at “Soh’s Bar” – a hidden gem nestled in the neighbouring forest.

Furano Lofts & Chalet is the only accommodation in Furano that offers a private onsen for its guests

24 hrs in Winter: Start with our exclusive shuttle service directly to the ski lifts to enjoy first tracks under the Furano Ropeway. Follow this with an adventure into the ski resort’s exhilarating, ungroomed “Premium Zone” as soon as it opens mid-morning. Next would be lunch at lively “Ramen Corner” at the Furano Ropeway Base, then an afternoon with one of our trusted local guides exploring Furano’s side-country or backcountry, depending on your skill level and conditions. The perfect ending would be a rejuvenating soak in our exclusive private onsen – followed by a soul-warming shabu-shabu and local sake dinner, then swapping run of the day highlights with locals and fellow travellers at one of several local bars.

Both itineraries underscore Furano’s unique appeal: it’s not just about one activity or season, it’s about being able to enjoy a complete, authentic, and unforgettable wide-ranging experience.

What’s next for Furano Lofts & Chalet – or for you personally?

We’re currently at an incredibly exciting inflection point for our business. While our core vision remains delivering the finest guest experiences at Furano Lofts & Chalet, we are now perfectly positioned to scale this proven model.

Our first step in this expansion has been the creation of “Furano Villa”, a strategically located, one-of-a-kind in the region, 7-bedroom private villa for groups of up to 16. Set in the active heart of the ski village, just 3 minutes’ walk from the ski lifts, every bedroom has a private en-suite bathroom that includes an individual washer/dryer. There is also complimentary onsite parking for multiple vehicles.

Furano Villa

Our next step will be our biggest yet, the development of a third prime site, arguably Furano’s finest corner location, with unrivalled views and even closer proximity to the ski lifts, located immediately in front of the main Kitanomine Quad Chairlift. Here we expect to construct a six-storey mixed retail and multi-unit luxury accommodation, and while we are still finalising specific plans and interviewing potential partners, this is a real and incredibly rare opportunity to create a new Furano landmark.

Overall, our timing feels perfect. As Furano gains significant international recognition, we have been carefully building toward this next expansion for more than a decade. With our established team, deep relationships, robust operational systems, and prime real estate, we are exceptionally well-positioned to grow with this flourishing market, and I couldn’t be more excited!

In this series, we talk to the people behind the ski properties, businesses, and resorts that won at this year’s Ski Asia Awards. Click here for the full list of winners.