SEKIYA RESORT CO., LTD. (Head Office: Beppu City, Oita Prefecture) conducted a training trip for volunteers with the aim of improving service quality at its managed accommodations and fostering the growth of each staff member. The destination chosen was "Atema Highland Resort Bellnatio," which has garnered industry attention for its immersive stay experiences that leverage its rich natural environment and high level of hospitality. The trip provided an opportunity to learn about hotel management and approaches to service through not only overnight stays but also lectures and facility tours. Learning the Essence of Service from a Former General Manager On the first day, a lecture was held by Mr. Tomoyuki Sano, the former general manager of Atema Highland Resort Bellnatio. He spoke about his philosophy on hotel management, initiatives to deliver moving experiences to customers, and organizational development. The participating staff reflected on their daily duties and gained valuable insights for providing better service. Following the lecture, a backstage tour was conducted. Participants observed the operational environments and management systems of various departments, which are not usually visible, and learned about the efforts made to welcome guests throughout the facility and the inter-departmental collaboration involved. Training Program to Experience Local Charm and New Sensibilities On the second day, a bus tour was organized to explore Tokamachi City, Niigata Prefecture. By experiencing the unique nature and culture of the region, participants gained a firsthand appreciation for its appeal as a tourist destination and had an opportunity to consider how to provide value by leveraging local resources. On the final day, the group traveled to Tokyo to visit "teamLab Borderless," an experiential facility that fuses cutting-edge digital technology with art. By experiencing spaces that move people's hearts and new experiential values, participants gained a fresh pe