Bringing a Next-Generation “Management 2.0” Model to Japan’s Hospitality Industry.
Please tell us about your current responsibilities and role.
Currently, I serve as the Head of the Hospitality & Ryokan DX Division, where I lead the development of a next-generation “Management 2.0” model for vacation rentals, ryokans, and hotel operations. By leveraging AI, IoT, unmanned technologies, and assistant host services, we are creating an innovative operational framework that maximizes profitability while reducing labor dependency. In addition to overseeing day-to-day operations, I am responsible for business strategy, system development, guest acquisition design, branding, and operational improvement. Guided by the concept of “DX that truly understands on-site operations,” I lead the development of practical, field-driven solutions that bridge technology and hospitality.
Why do you want to promote the “Management 2.0” model?
Traditionally, outsourced management has been the standard operating model in the hospitality industry.
However, in practice, this model has presented a number of challenges. Revenue and profit structures are often difficult to understand, management fees and related charges can be expensive, and operational know-how rarely remains with the property owner. It can also create excessive dependence on management companies, slow down improvement initiatives, and lead to declining guest reviews and overall performance.
In particular, under the traditional model, accommodation revenue is often first received by the management company, which then deducts management fees, OTA system charges, supply costs, and other expenses. As a result, many property owners find it difficult to clearly understand how much profit actually remains at the end of the process.
I believe this structure itself needs to change. The foundation of “Management 2.0” is a self-managed operating model, where property owners directly control their revenue, profits, and operations. At the same time, MOTO SMART addresses the traditional challenge that “self-management is too difficult and time-consuming” by providing a comprehensive support ecosystem. Revenue is deposited directly into the owner's account Owners can choose only the services they need AI and IoT technologies reduce labor requirements Smart locks and remote management capabilities Operational support through assistant host services Greater efficiency through multilingual guest guidebooks Real-time visibility into operational performance Through this framework, owners can maintain full control of their business while achieving a level of operational excellence comparable to professional management companies. The result is a hospitality model that combines independence, efficiency, transparency, and profitability.
“Management 2.0” is not simply a new way of managing properties; it is a fundamental transformation of the hospitality business model itself.
I believe it is a new operational model that fundamentally transforms the profit structure of the hospitality industry.
What do you find most rewarding and enjoyable about your work?
The hospitality industry is currently undergoing a major transformation. While it faces challenges such as growing inbound tourism demand, labor shortages, and rising operating costs, it also has tremendous potential to evolve through technology. One of the most rewarding aspects of my work is seeing the systems and services we develop help accommodation providers improve profitability and operational efficiency. When property owners tell us things like, “I can finally see where my profits are coming from,” or “Managing my property has become much easier,” it gives me a strong sense of accomplishment. Another aspect I enjoy is the ability to identify real-world operational challenges, develop practical solutions, and implement improvements quickly. Being able to create meaningful change with speed and impact is what makes this work both exciting and fulfilling.
What do you think is the greatest strength and appeal of your company?
My goal is to become an exceptional programmer who can bring any graphic or visual effect to life, no matter how complex or ambitious it may be. To achieve that goal, I want to continue embracing new challenges without fear, constantly pushing myself to learn, grow, and explore new possibilities throughout my career and life.
What would you like to achieve in your work going forward?
My goal is to expand the “Management 2.0” model across Japan and establish it as a new standard for hospitality operations. By leveraging AI, IoT, and unmanned technologies, I aim to solve the labor shortages and operational challenges facing the industry while making profit-maximizing hospitality management the norm rather than the exception. Looking beyond Japan, I also aspire to build a hospitality DX brand that can compete on a global scale. By combining technology, operational expertise, and innovation, I hope to create a new industry standard and help shape the future of hospitality worldwide.
Career History
Fujiwara is a hands-on entrepreneur and business leader who has built and expanded businesses across multiple industries, including IT, finance, health supplements, branding, real estate, vacation rental operations, and digital transformation (DX).
Since his student years, Fujiwara has launched and managed a wide range of internet-based businesses. His experience spans online video-sharing platforms, the FX163 foreign exchange charting service, international B2B trade platforms, VoIP PBX telecommunications services, e-commerce brand management, health supplement OEM businesses, and hospitality DX (digital transformation) initiatives. Through these ventures, he has gained extensive hands-on experience in business planning, product development, and corporate management across diverse industries.
In the health supplement industry, he successfully led the sale of his operating company through an M&A transaction to a publicly listed corporate group. Following the acquisition, he went on to serve as CEO of one of the group’s subsidiaries. In addition to his achievements in the B2B sector, he has built a strong track record in B2C business, including securing the No. 1 ranking on Rakuten Marketplace. His experience spans sales, branding, and marketing, giving him extensive expertise in both customer acquisition and business growth.
Today, he is leading the advancement of Hospitality DX (Digital Transformation) through the use of IoT, AI, and unmanned technologies, with the goal of making vacation rental, ryokan, and hotel operations smarter and more efficient. At MOTO SMART, he oversees the development of operational frameworks designed to maximize profitability while reducing labor dependency.
With a strong focus on real-world operational challenges, his approach goes far beyond software implementation. He provides comprehensive support across operational improvement, guest journey design, cost optimization, and marketing strategy, helping accommodation providers achieve sustainable growth and operational excellence.
Guided by the philosophy of “DX that understands the realities of on-site operations,” he is driving a shift in the hospitality industry—from traditional outsourced management toward a new model of profit-driven self-management, where owners gain greater control, transparency, and long-term profitability.
Building the New Industry Standard: Hospitality Management 2.0.
We are looking for passionate individuals to join Fujiwara in shaping the future and creating a new era.
We are seeking talented individuals who are ready to help drive the AI era forward with us. Throughout his career, Fujiwara has been deeply involved in mentoring and developing future leaders. Among those he has guided are individuals who later went on to build and lead businesses valued at the scale of billions of yen after launching their own ventures.
At MOTO SMART, this is more than just a job. It is an environment where you can develop real business skills, entrepreneurial thinking, and hands-on operational expertise through practical experience.
– Want to further develop your skills and capabilities
– Want to take on the challenges and opportunities of the AI era
– Want to be part of transforming the hospitality industry
– Want to learn business management and venture building through real-world experience
– Want to start your own business in the future
– Truly committed to personal and professional growth
Could you share a message for those who are interested in joining us?
For those who are interested in the hospitality industry, digital transformation (DX), and helping shape the future, MOTO SMART offers an exciting and highly rewarding environment. At MOTO SMART, we believe in the mindset of “take the challenge first.” We value people who are not afraid of change and who are passionate about creating new value. Together, we can help build the future of the hospitality industry and create the next generation of hospitality innovation.
