Luxury lands in Okinawa at last

At first glance, Okinawa appears to have all the makings of a remarkable, subtropical travel experience -- crystal-clear waters, top-notch scuba diving, endless stretches of beach, a generous helping of UNESCO World Heritage sites and delicious local cuisine to boot.

But while more than 5.5 million travelers, the vast majority Japanese, jet to this southern getaway annually, the wealthiest among them are hard-pressed to find what they’re looking for (if they go at all), starting with a suitable place to lay their heads.

“Top level accommodation has been sorely lacking,” said Duff Trimble, whose Toronto-based agency Wabi-Sabi Japan customizes vacations for the bespoke set. “Tourism on the main island is more geared toward the domestic traveler on a package tour.”

According to Trimble, none of Okinawa’s resorts could be considered five-star and can’t measure up to what’s available in Bali, Thailand or Vietnam.

He said the same problem exists on the smaller of the archipelago’s 160 islands, such as Ishigaki, Taketomi and Iriomote in the Yaeyama chain.

“There are some nice places for backpackers and a few of the same resort-style properties as on the main island, but no high-end, intimate properties that might compare to places our clients have stayed in other countries.”

Red-carpet treatment

Well, fuel up the private jet and pack the Louis Vuitton luggage because that’s about to change. Two hotel groups have Okinawa in their sights, and they’re offering travelers with deep pockets two different experiences.

One is Hoshinoya Okinawa, brought to you by the same folks who created Hoshinoya Karuizawa and Hoshinoya Kyoto -- accommodations that are shaking up the traditional ryokan experience by promising “authentic Japan with modern comfort.”

“Okinawa is an area in Japan with a very unique culture,” said Yoshiharu Hoshino, the president of Hoshino Resort, speaking exclusively with CNNGo ahead of today’s media conference to officially launch his new property on Taketomi Island.

“Taketomi is the only island that is successfully preserving the authentic Okinawan culture and housing designs.”

Hoshino first visited the tiny island, which is less than six kilometers square, in 2005 to scout out a location. Once he settled on a 6.5-hectare piece of paradise, he returned again and again to attend community meetings and supervise the building of the 48-villa resort.

“Of course, seeing from the outsider’s eyes, the aesthetic of the island scenery is superb,” said Hoshino. “But talking with residents, I began to realize the people not only take pride in its beautiful scenery, but also in their traditional way of life.”

Respecting tradition

Hoshinoya Okinawa’s architects and designers attempted to reflect this by creating single-level, wooden villas, surrounded by stone walls, topped with red tiles, and watched over by lion-dog shiisa guardian statues.

The 46-meter pool is made in the elliptical image of a traditional Taketomi well. Dining options put the spotlight on the same high-vegetable, low-fat local cuisine that’s helped Okinawans achieve the world’s longest natural lifespan that averages well over 80 years old.

The library lounge is filled with books about the archipelago and outfitted with a shop selling local arts and crafts.

Now, that's what a subtropical paradise should look like.

The hope is guests, who will pay ¥72,000 to ¥78,000 a night (meals not included), will immerse themselves in Okinawan culture, and that locals will benefit too.

“Currently, the island population has diminished to 320 people, and with scarce job opportunities people are obliged to move,” said Hoshino.

“This situation made me think of ways to preserve the island’s culture and scenery while maintaining the population, securing job opportunities and nurturing the tourism industry to be profitable with us.”

Putting on the Ritz

Not to be outdone, Ritz-Carlton is currently adding the finishing touches on its own Okinawa getaway, located on neighboring Ishigaki Island, which is the main hub for the Yaeyama islands.

The Ritz-Carlton, Okinawa is promising to blend the group's style with local culture to create something "subtle and tranquil, yet truly luxurious."

The property will have 97 guest rooms with a view (they'd better, given the ¥45,000 to ¥450,000 nightly rates), a pool and spa, an 18-hole golf course and evening baths in Cristal. OK, I made that last part up, but you get the idea.

“The Japanese have a long-standing and very strong relationship with The Ritz-Carlton brand through our two world-class hotels in Tokyo and Osaka,” said General Manager Jun Yoshie.

“This is a great opportunity for us to further strengthen our position in the country with the introduction of a luxury resort hotel in Okinawa.”

Deep pockets required

And so the race begins in southern Japan to court high-end clients, from so-called accessible luxury to absolute luxury travelers. According to the International Luxury Travel Market, tourists with such deep pockets generate 20 percent of the annual global travel revenue even though they represent only 3 percent of the traveling public.

But hotels need to do more than just offer excellent meals, luxurious linens, and opulence. A 2011 report [PDF] by the Horwath HTL group said the rich are more inclined to spend on intimate, personalized and authentic vacations.

“It’s now much more about providing them with insider access to great experiences, and also about how you coordinate and put together those experiences,” said Duff Trimble. “It’s how you connect the dots that really makes the difference between a high-quality trip or not.”

Outstanding prospects

Trimble said he’s certain The Ritz-Carlton Okinawa will be “outstanding.” He also has high praise for the Hoshinoya group.

“They’re one of the few Japanese companies making a concerted effort to promote to the outside world, and to the luxury market,” he said “They get it. They totally know what they’re doing.”

Travelers who can afford a visit will soon be able to draw their own conclusions. Hoshinoya Okinawa is taking reservations starting June 1. The Ritz-Carlton Okinawa opens in May.

Getting there: All Nippon Airways and Japan Airlines fly daily from Tokyo’s Haneda Airport to Naha, with connecting flights to other islands in the archipelago. The ferry ride from Ishigaki to Taketomi takes 10 minutes and costs ¥580.

More on CNNGo: Deep south: Living the slow life in Okinawa