Hakuba Hotel Group | About Us | Here's Our Story |

About Us

Hakuba Hospitality Group is comprised of a young and dynamic international team offering the largest portfolio of boutique hotels, premium chalets and apartments and international food & beverage outlets in prime locations throughout the Hakuba Valley.

Our Story

Hakuba Hospitality Group (HHG) was founded over 10 years ago when two visionary investors discovered the natural beauty and vast potential of the Hakuba Valley. It was as clear to them then as it is to us now that Hakuba has the potential to become Japan’s preeminent all-year resort.

HHG was launched in 2012 with the purchase of The Hakuba Springs Hotel and has since grown from a small hotel operator to the Hakuba Valley’s largest hospitality company owning and/or managing hotels, apartments, chalets, travel agencies, events, restaurants and bars and featuring some of Asia’s most premium accommodation and dining options. 

Our Belief

Our belief in Hakuba remains unwavering evidenced by significant pandemic era investment in the Hakuba Valley which included opening the region’s most high-end apartment hotel ‘ROKA’ as well as ‘THE HAPPO’, Hakuba’s newest boutique hotel.

We pride ourselves on adopting innovative technology while upholding international hospitality standards to ensure our guests’ experience of Hakuba is as comfortable as it is memorable.

After all, it is our shared passion for curating unforgettable Hakuba moments which drives our team forward.

Hakuba Hospitality Group truly is ‘all things Hakuba’.

Our Vision

To develop Hakuba into Japan’s premiere all-year resort, and to establish Hakuba Hotel Group as the first choice for travellers to the Hakuba Valley.

Mission Statement

The mission of Hakuba Hospitality Group is to create unforgettable Hakuba moments and experiences for traveller’s who love sports, adventure and nature. We achieve this with a well-trained, motivated, passionate and caring team dedicated to consistent quality, personalised services, constant innovation and a technology-first approach leading to a fair return on investment for our stakeholders.

Core Values

Integrity & Honesty

Our employees and the company as a whole act with integrity at all times. We are transparent and trustworthy in everything we do.


We treat everyone with decency and respect. We do not discriminate.


We are committed to Hakuba. We do whatever we can to improve the community, to embrace the people who live here and to protect the environment.


We work together as one team regardless of the property or department where we work. We support each other during and outside of work.

Guest Experience

We create life-long memories. We never apply a ‘one size fits all’ approach, but anticipate the needs of each individual. We meet guests’ preferences as much as possible and make everyone feel taken care of and welcome at all times.


We use the latest, intuitive technology to reduce time spent on unnecessary administrative work for guests and team members and to focus on quality time spent.


We act with responsibility and our team members are empowered to take decisions to improve the experience of guests and fellow team members.


We don’t insist on rules and standards unless it would cause harm or disadvantage to others otherwise. We always do our best to meet guest requests and go above and beyond to exceed expectations.


We pay attention to detail and provide every possible convenience to our guests. Our properties and facilities are immaculately maintained.

Meet The Team

Marcus Bauder, CEO

Marcus joined us from August 2020 and he is the new head of the company. Marcus looks back at more than 20 years of luxury hotel experience in Europe, Middle East and Asia and he last held the position of Representative Director of Shangri-La Hotels Japan K.K. and General Manager of Shangri-La Hotel, Tokyo. 

Marcus moved to Hakuba with his Japanese wife Kana and their little Pembroke Welsh Corgi, Gin. He enjoys running and cycling as well as snowboarding.

John Blagys, Director of Sales & Marketing

John joined the team in 2018 to manage the marketing efforts for HHG in addition to our travel agency, Hakuba.com. He is also the Managing Editor of our bi-annual magazine, Live Up Hakuba. John loves fitness, baseball, and a warm onsen after a long hike.

Joe Wong, Director of Operations

Joe has over 15 years experience working in hotels and worked for HHG until 2019 before leaving to join The Conrad Hong Kong as a Duty Manager. Joe rejoined the HHG team in 2023. Joe, who is originally from Hong Kong, is a foodie and loves to cook. Of course, he will not miss any chance to snowboard in Hakuba.

Marina Komatsu, Property Manager

Marina joined the HHG team in 2019 as Property Manager and as a member of the reservations team. Before joining HHG, Marina lived in the US for over 7 years.  In the past, she went backpacking by herself to 7 countries in Southeast Asia in one month. Marina’s favorite food is hard bread!

Nancy Yeh, Accounting Manager

Nancy is from Taiwan and joined the team in 2019 as accounting support and part of the reservation team.

Before HHG, Nancy worked in several countries including the U.S., Australia, Japan, and New Zealand. She is a dog person, likes reading, and enjoys Hakuba’s year-round beautiful nature.

Shunji Kita, Food & Beverage Manager

Shunji is our Food and Beverage manager who joined HHG in April 2023. Shunji has been in hakuba since 2017, managing multiple restaurants and hotels.

Originally from Los Angeles, he moved to Japan in 2015 to teach English and developed a deep appreciation for the country’s natural beauty. During his downtime, Shunji enjoys playing video games, spending time outdoors, snowboarding, and exploring new culinary experiences.

Aya Asahi, Operations Manager

Aya is from Nagano and joined the team in 2016 as a seasonal staff member after which she joined the reservation team full time. She now manages operations for HHG.

She was an exchange student to NC, USA and lived in OH, MA in the USA. She started skiing when she was 2 years old and now enjoys snowboarding as well. She is a dog lover and a book nerd.

Kristin Kita, Purchasing Manager

Kristin moved to Hakuba in 2017 after teaching English in Iiyama City for 5 years. She was born and raised in Michigan in a small town, and so naturally enjoys life in the countryside. In her free time, you can find her hiking, reading, and studying new languages.