Abstract—In Japan, the small-scale lodging industry implements omoiyari, the familial service unique to low-price Japanese-style traditional inns (ryokan). Omoiyari may appeal to customers in a way that omotenashi (Japanese hospitality) in luxury ryokan and hotels worldwide cannot. This study analyzes omoiyari management through case studies of four small inns in Japan and organizes the Japanese lodging industry along two axes: low/high price and global/Japanese local. Omoiyari is the home-like hospitality of low-price Japanese local inns considered absent in the characteristics of service, hospitality, and omotenashi. Field surveys and interviews with four inns known for their thoughtful omoiyari indicated three common characteristics: 1) use and renovation of old Japanese-style rooms and facilities, 2) experience of traditional Japanese culture, seasonal events, local life, and nature, and 3) familial hospitality without excessive service. The study concludes that the omoiyari in ryokan rooted in their local communities attracts guests by exceeding their expectations.