Is starting to show cracks. Pretty big ones in fact.

Seth Godin is totally right. The time of mass advertising is done. We need to focus on a core audience of fans, and worry about quality 100 times more than before.

This is a lesson Japan (and I mean here in Yamagata) will have to learn sooner or later. All the advertising in the world won't do shit unless they build unique experiences for FIT travelers. Those who already have are doing quite well indeed.

Convert part of some of your rooms to an en-suite. Provide a variety of meals over a few days to promote longer stays. Focus on individual and pair travelers who want everything self-contained.

At least that's what I'd do.