Redefining the Ryokan experience: Aligning meal plans with traveler expectations

Context: A cultural shift in presentation

The Ryokan team aimed to enhance their booking experience by adding meal plan options alongside room rates, with the goal of better showcasing the traditional multi-course meals that define the Ryokan experience. However, the feature was implemented in a straightforward manner—simply indicating "breakfast included" or "meal plan available" as text labels in the booking flow.

While this approach was functional, it lacked the depth needed to convey the full cultural value of these meals. As a UX researcher embedded in the team, my role was to help the team rethink how these offerings were presented to international travelers seeking not only a place to stay but a culturally rich, immersive experience.

The challenge: Shifting from a functional to a cultural perspective

While the inclusion of meals was designed to be an enhancement, I discovered through user research that the presentation didn’t resonate with international travelers. In interviews with travelers from Korea, China, and Taiwan, it became clear that while they were interested in experiencing authentic Japanese hospitality, they also wanted the flexibility to explore local cuisine outside of the Ryokan. The rigid, non-negotiable meal plans limited their experience and created friction during the booking process.

The core challenge was to reconsider whether the current method of presenting meal plans was truly aligned with the expectations of travelers seeking a culturally immersive experience.

Research approach: Gaining insights into traveler expectations

• User interviews & Usability testing: I conducted in-depth interviews with international travelers’s to understand their motivations, preferences, and concerns about staying at Ryokans. During usability testing, it became apparent that the presentation of meal plans as simple text labels failed to highlight the unique, multi-course dining experiences that set Ryokans apart.

• Cultural context analysis: Collaborating with local Ryokan hosts, I examined the significance of these elaborate, seasonal meals. Unlike typical hotel breakfasts, these meals are deeply rooted in Japanese culture, crafted with seasonal ingredients to provide a unique dining experience. The current booking flow, however, did not reflect this cultural richness, missing an opportunity to engage travelers emotionally and create a more compelling booking narrative.

The solution: Reframing meal plans as an experience, not just an add-on

Drawing on these insights, I recommended a strategic shift in how meal plans were framed to international travelers. Rather than presenting meals as a simple add-on, I proposed that we reframe them as an integral and culturally significant aspect of the Ryokan experience. Key Changes:

• Visual enhancements: We replaced the basic text labels with a visually rich section featuring images of the meals, the chefs at work, and the seasonal ingredients used. This helped convey the care and artistry involved in creating these meals.

• Narrative framing: Instead of labeling meals as "Breakfast/meal Included," we emphasized the cultural significance of the dining experience. For example, the text was reframed to: "A 30-course seasonal Kaiseki meal, prepared just for you, highlighting the best of local ingredients."

• Flexible options: Recognizing that some travellers preferred flexibility, we introduced an option to customize or opt out of the meal plan entirely. This allowed guests to enjoy the cultural experience without feeling constrained by rigid meal plans.

Results & impact: Enhancing engagement and building confidence

The new approach led to a marked increase in clicks by 27% and interactions with the meal plan section, as travelers were now presented with an immersive and culturally rich experience that piqued their interest.

Conclusion: Designing with cultural sensitivity and user needs in mind

This case study reinforced the importance of framing experiences in a way that resonates with users. By aligning the presentation of meal plans with the cultural expectations of international travelers, we not only enhanced the booking experience but also deepened the travelers' connection to the authentic Ryokan experience.