Chapter Two

Review of Related Literature

This chapter is a compilation of selected literatures that can provide an impetus for a

better understanding about love hotels. It shall begin with a comprehensive discussion about the

immediate impacts of these freakish hotels in association to urban and regional planning with a

focus on the latter’s zoning and spatial impacts, the legal, social, customary, and morality issues

and controversies that are associated with it, and the current challenges concerning a love

hotel’s investment prospects and community acceptability in relation to real estate value.

Moreover, in connection with this, a brief examination on how love hotels, in general,

distinguishes itself from other forms of lodging and accommodation facilities (e.g. conventional

hotels, motels, and hostels) shall likewise be explored. Subsequently, there shall also be a

disclaimer that, at present, there is currently a lack of significant studies and ethnographic

researches about the same most especially in the hospitality management field that shall be

emphasized, which is then immediately followed by a discussion about the general concepts

and definitions about love hotels, its socio-economic impact on the countries where they are

situated, as well as a narration of the historical antecedents that surrounded its evolution into

the modern-day phenomena that it is today.

Consequently, a discourse as to the reasons why love hotels, despite its extremely

bizarre nature, thrives as a very lucrative industry and are continually patronized by millions of

people around the world will likewise be explored. Furthermore, a narrative about how love

hotels differ as opposed to places of prostitution (e.g. brothels, strip clubs, nude bars, and

cabarets) shall also be given emphasis in the succeeding pages of this chapter in order to

establish a better context setting for this research.

 Making up the final part of this chapter will be an account concerning the general

business operations and characteristics of the various love hotels in selected countries around

the world. And finally, a discussion about the numerous issues and challenges that currently

confronts love hotels nowadays that are not totally related to urban and regional planning shall

be the final topic that was examined in this chapter.

For the convenience of the readers, a synthesis about every subject discussed here

which will be in the form of an enumeration of concluding statements shall also be added not

only as a means of furthering the academic discussions written here but to likewise lay the

foundation that would lead to a better culmination of ideas that can be helpful in formulating both

the conceptual and analytical frameworks of this study which shall then be discussed on the

next chapter of this thesis.

Immediate Impacts of Love Hotels in Relation to Urban and Regional Planning:

Urban and regional planning, as well as love hotels, are concepts that are definitely not

synonymous with each other. They are, however, not totally separate and distinct, because,

despite the latter's sexually-infused character, the aforementioned terms can, surprisingly, still

be connected and have some form of association nonetheless.

Indeed, as a modern form of a real estate and an immovable property, love hotels are,

without a doubt, still within the confines and concerns of the multi-disciplinary study called urban

and regional planning.

Be that as it may, its association with a mainstream field of knowledge like urban

planning, however, was not sufficient to provide a better and more acceptive collective

understanding about love hotels to cement its place within a modern-day urban city. Because,

apparently, the latter's generally-perceived relation with the sex industry and its inherently erotic

nature has only precipitated a myriad of issues and controversies about a love hotel's relevance

within a typical urban city, In the long run, these have subsequently resulted in a collection
comprehensive studies discussing the issues and impact of love hotels to urban and regional

planning across the various regions around the globe.

Zoning and Spatial Impacts:

In the article of Alexander, et.al. (2009), they pointed out that prior to the promulgation of

the 1985 Japanese Entertainment Law, no specific rules were implemented to regulate the

operations of love hotels since it is previously regarded as merely synonymous to a

conventional hotel. Given this, West (2002) has said that before 1985, both love hotels and

normal hotels were governed by the provisions of the already-obsolete Japanese Inn Law which

regulates all kinds of accommodations whether they are sex-related or not.

However, the problem with this set-up was that, since love hotels are considered under

the same category as a conventional hotel, this has resulted into a plethora of issues and

controversies given the sexually-charged nature of the former. According again to Alexander,

et.al. (2009), this pre-1985 structure of Japanese hotels has only encouraged love hotels to be

situated near residential areas, school zones, or places of worship, thus, this later triggered a

passionate public backlash. Later in their article, the same authors, while also citing West

(2002), has enumerated the grievances raised by the Japanese public about love hotels. Thus,

to wit:

“Morality. Having sex-related establishments in public areas

may have a negative influence on both children and adults.

Crime. Because of the privacy offered by love hotels, crimes are

common. These include prostitution, murder, and extortion.

Cost concern. The waste of water by taking baths or shower

and the wise use of neon signs increase the cost of energy and

resources.
 Minor’s consumption. There are no regulations to ban minors

from using love hotels. Hence smoking and sexual activity

among minors occur.”

Furthermore, Hasan (2011), on the other hand, also argued that the 1985 Japanese

Entertainment Law was the first legislation passed by the National Diet of Japan to directly

regulate love hotels. He said that the government passed this statute having this objective of

minimizing the negative effects of “filthy and unhealthy habits” to the younger generations of

Japanese. According to the aforementioned author, this law defined love hotels: “…as

establishments for rest or overnight boarding by customers of opposite sexes, the structures,

facilities, and equipment present in this establishment are subject to government stipulations.”

However, the same author pointed out that the aforementioned definition is problematic in

nature as there was no clear line to differentiate a love hotel as opposed to a conventional hotel.

Therefore, even though this legislation has, in its provisions, imposed zoning and locational

restrictions and/or limitations on love hotels by expressly prohibiting any leisure-related

establishment (e.g. love hotels) to be located at least 200 meters from schools as well as other

places where children and young adolescents frequent themselves, the ambiguity and obsolete

nature of the aforementioned definition has resulted in numerous technicalities and problems

when implementing the said legislation.

The same author, in his study, has also examined the typical locations of love hotels in

both urban cities and rural areas. According to his work, he has observed that love hotels

operating in urbanized locations, despite of the legally-mandated zoning and locational

restrictions imposed on them, would still be normally situated near local train stations but

positioned in such a way that they are still obscured and perhaps partially hidden from any

observing or vigilant eye. Hasan (2011) has likewise persuasively argued that city-based love

hotels has geographically located themselves in this manner in order to take advantage of the
huge foot traffic associated with train stations while still maintaining a certain degree of

anonymity and secrecy in the process by being situated in obscured and partially-hidden areas

near the said stations. Whereas, on the other hand, rural area-based love hotels, in sharp

contrast with its urban area counterparts, are normally located pretty much far away and more

hidden since they are typically located in huge distances from train stations and major

thoroughfares.

The findings and observations of Hasan (2011) was generally echoed by the article of

Lin (2008). In the said work, it was mentioned that despite the said locational and zoning

prohibitions against love hotels under the previously-discussed 1985 law, the aforementioned

regulations are seemingly inexistent and not observed in most cases since love hotels have

situated themselves technically everywhere where these bizarre hotels prefer themselves to be

located. The same scholar also mentioned that scores of love hotels are commonly found

grouped together in major roads and highways, and some are, as earlier pointed out, near train

stations, and others even had the audacity to be located near schools and ordinary residential

areas. It was also discussed in this same study that, unlike in America where the hotels are

located in downtown and depressed areas of the town, the Japanese love hotels are typically

situated, although still partially hidden or obscured, in the “central places” or most developed

areas of the city where the majority of the people and their daily activities, social and economic,

are all taking place.

On the other hand, according to Reisel (2008) citing Chaplin (2007), the spatial location

of a love hotel within a city would follow a certain kata or a “pattern of movement” wherein,

guests, although they are in the middle of a bustling city, can assume identities that are

completely different from their usual and daily activities. This is because even though love

hotels are located in the “central places” of the city where most of the activities of the city’s

inhabitants transpire, love hotels are still situated in the hidden, obscured, and not-so-
frequented areas of these major centers of city activity in order to create a more intimate and

anonymous ambiance. The article also mentioned that the building designs of love hotels has a

strong barrier to separate the interior from the exterior either by having a huge wall or

sometimes hiding behind another huge structure.

In relation to this, in the capital city of Tokyo, an article by the magazine the Cities Guide

(2007) has observed that numerous love hotels are normally clustered together near the major

places where daily commuters are usually frequenting such as the districts of Shibuya,

Shinjuku, and Meguro.

Most notably, according to a news release by the Orlando Sentinel (1990), love hotels,

despite of the zoning and locational restrictions implemented on them, are ironically, still very

easy to be spotted in major Japanese cities because sometimes they are typically located near

residential neighborhoods or in some instances, resort towns.

Moreover, the Onegai Kaeru (2015) has also stressed that, specifically in rural areas, the

very outlandish nature of love hotel architectures and buildings could potentially destroy, if not,

have a significant negative impact on the rural sceneries where they are situated. Therefore,

this same article has further argued that the government should likewise impose some sort of

zoning regulations and/or restrictions as to where they should be specifically located in a

particular locality as well as relevant rules concerning the external appearance of love hotel

buildings.

Likewise, in Japan, the South China Morning Post (2016) has disclosed that the

increasing incidents of criminal activities like prostitution and rape within love hotel premises has

prompted a local government in that country to have this municipal ordinance of prohibiting love

hotels from operating in close proximity, or specifically at least 100 meters away, from a public

park.
 Meanwhile, the New Straits Times (2005) has also mentioned that similar to what has

happened in Japan, China, and South Korea, Malaysian authorities were also reported to have

granted, for some reason, business permits to love hotels located near residential areas. The

news report has also disclosed that the residents of Johor Bahru were pressuring the local city

government to review their guidelines in granting the said permits to love hotels operating within

the said locality.

Issues on Legality:

The myriad of legal issues associated with love hotels has then prompted the Japanese

government to undertake the necessary steps to amend their existing legislations. Thus, in the

year 1985, the National Diet of Japan has announced that amendments have been undertaken

to the Japanese Entertainment Law that now included regulatory measures that are specific on

love hotels. However, West (2002) has later disclosed that the intended result aimed by these

legislative revisions was not met. The latter said that the “narrow statutory definition” of what

constitutes a love hotel under this law has only added more problems than it solves since hotels

of this nature have actually grew more in number even after this law was revised.

In relation to this, Hasan (2011) has also said that this vague and narrow legal definition

of a love hotel under the aforementioned legislation has likewise encouraged many love hotel

operators to take advantage of this statutory ambiguity by initially registering to the Japanese

Health Ministry merely as a “regular hotel” in order to obtain their licenses and business permits

but would later operate as a love hotel thereafter. Therefore, the same author pointed out that it

is very common nowadays to find love hotels in Japan disguised as “conventional hotels” in their

registration documents and business permits but operate later as completely the otherwise.
 Interestingly, Lin (2008) also stressed that despite of the good motives of the said law to

finally regulate love hotels, its failure to properly define them has only led to: “…a new era of

prosperity and growth” (West, 2005).

On the other hand, in the Sham Shui Po district in Hong Kong, the South China Morning

Post (1995) disclosed that residents of this locality have called for the immediate shut down of

their nearby love hotels not only because of the numerous prostitution activities that was

reported within its premises, but it was also observed that a lot of these establishments were

officially registered merely as “guest houses” in their respective business operating permits, but

its general business operations is reminiscent, if not, totally the same with a typical love hotel.

Meanwhile, according to a news release by the Mainichi Daily News (2008), it was

previously reported that a love hotel in Kobe, Japan was closed down by the police authorities

for operating without a business permit. Apparently, under Japanese law, love hotels are

required to obtain a business permit in the Public Safety Commission of their specific prefecture

first before they can be legally allowed to conduct business operations. Moreover, it was also

found out by the Japanese National Police Agency (NPA) that apart from operating without a

permit, the love hotel in question was also situated in an area where love hotels are prohibited

to be located as per the provisions of a prefectural ordinance of Hyōgo Prefecture.

Interestingly, some Malaysian love hotels were also reported to have operated illegally

and without a business permit. According to a news release by the New Strait Times (2005),

despite having this mandatory requirement to officially register themselves under the Malaysian

government’s Tourist Industry Act of 1992, many love hotels in the aforementioned nation,

specifically in the city of Johor Bahru, were reportedly still not officially registered with the

government.

Issues Concerning Social Customs and Morality:

 Despite of the general openness and increasingly more liberal attitudes towards sex and

the erotica, Lin (2008), however, has argued that love hotels are still being frowned upon by

several sectors in the society. In the aforementioned article, for instance, it was reported that

several love hotel companies like Aine, a love hotel chain based in Shizuoka as well as the

Osaka-based Kato Pleasure Group were denied, on numerous occasions, by the national

government regarding their formal petitions to become a publicly-listed company in the Tokyo

Stock Exchange or any major stock exchange in Japan. The same author also mentioned that

regardless of the more open attitudes to sex, this has not discouraged numerous people from

protesting the love hotels already situated in close proximity of their residences. They argued

that these establishments can lead to the deterioration of family values and the undermining of

social morality.

On the other hand, since love hotels have this strict “don’t ask-don’t tell” policy and there

is absolutely no face-to-face interaction between the hotel staff and guests, the Edmonton

Journal (1990), in its news report, has likewise said that this has only encouraged minors to

engage the services of these bizarre hotels because these establishments are not concerned

and will never be willing in knowing the age and identities of its customers at all so they can

maintain the secrecy and anonymous environment of love hotels.

Most notably, according to The Guardian (2000), it mentioned that the recent growth

experienced by love hotels can be regarded not as an indication of the growing need and

privacy of couples in a very crowded country like Japan, but, instead, it is a disturbing sign that

the moral values of the society is degrading at an accelerated and alarming rate. In the said

article, it likewise reported that a multitude of religiously-related organizations, homeowners

associations, and even ordinary concerned citizens have launched numerous public

demonstrations protesting the Japanese government’s policy of continually approving the

business permits of these love hotels. They argued that this current practice will only later result
in the degrading of the general morality of the society since love hotels are, in its inherent

nature, also implicitly encourages extra-marital relationships and sexual perversions among

people. The protesters of these public rallies were also reported to even have the audacity of

practicing a “shaming policy” of love hotel users by taking photos of their automobiles parked

beside love hotels and later posting them in the world wide web.

Meanwhile, a report by the Korea Herald (2000) has said that numerous concerned

citizens in the Kyonggi Province in South Korea had this signature campaign that is meant to

pressure the South Korean government to amend all current legislations governing the

approval, erection, and regulation of all love hotels in the country. These South Korean

protesters were pursuing this campaign arguing that love hotels by nature would only result in

broken families and also undermine the values of the younger generation.

Interestingly, according to an article by Villegas (2011), he has narrated that back in the

1960s, the Catholic Women’s League of Manila (CWL) filed a petition to former Manila City

Mayor Antonio Villegas to order the closure of all love hotels within the city. The CWL argued

that these places have already become nesting grounds of not only illicit sexual affairs which

destroys Filipino families, but also sex-related crimes such as rape and prostitution. The article

also disclosed that the Chinese entrepreneurs who holds ownership of these love hotels

protested the said petition arguing that the same would only infringe on their rights to conduct a

legitimate enterprise. By the end of the day, the aforementioned author reported that former

Mayor Villegas decided not to order the closure of these love hotels but he has later imposed

very heavy tax policies against these establishments. Thus, the author observed that while the

local chief executive of Manila never caused their closure, the latter has, however, made the

manner of the love hotel’s conduct of business now extremely challenging, or perhaps, even

unbearable to endure.
 Moreover, Villegas (2011) has likewise mentioned that it was also in the 1960s when

love hotels became places of not only illicit sexual affairs but also criminal infractions of the law.

In his article, he wrote that the news report about the rape of a woman by a prominent Chinese

businessman inside a love hotel room became so sensational and infamous at the same time

that it served as the catalyst for love hotels to be associated with sex-related legal infractions

such as rape and prostitution in subsequent decades.

Investment Prospects and Community Acceptability in Relation to Real Estate Value:

In a news release by the Calgary Herald (2005), it previously reported that investors and

owners of love hotels alike had encountered extreme difficulty in securing bank loans or any

forms of financial aid from banking institutions since the latter have always had this mindset that

the love hotel industry is either “unsavory” or can be linked to prostitution as well as criminal

activities. The same article has also disclosed that various lending agencies likewise met

difficulties in trying to assess whether or not they should invest in the love hotel industry

because the very secretive nature of the latter can only mean that the statement of accounts

and bookkeeping records of these establishments are either grossly incomplete or if not, totally

inexistent at all.

In the People’s Republic of China (PRC), a news release by the South China Morning

Post (2007) has disclosed that even though love hotels in Japan were undeniably a lucrative

industry generating a profit of more than four (4) trillion Yen annually, many Chinese investors in

the PRC have always had doubts on the prospects of investing into the said business industry

because, specifically in China, these love hotels are often associated with organized criminal

organizations, prostitution, and the red-light districts.

 In another similar news by the Evening Standard (2007), it reported that love hotels in

Great Britain also had this difficulty of getting needed investors because in this particular

country, many British lenders would also shy away from the prospect of providing financial

backing to a business that has this common connotation of being nesting grounds by prostitutes

and their clients.

Apart from its uncanny and sexually-charged business operations, the secretive nature

of love hotels was also another reason why numerous financial investors have declined in

supporting the love hotel business. According to the Knight Ridder Tribune Business News

(2006), the numerous “gray areas” resulting from the love hotels’ secretive nature, was a major

consideration for many lending companies to have second thoughts on associating themselves

with the love hotel industry.

Meanwhile, in a report by The New Zealand Herald (2007) as well as other news

organizations, they have mentioned that the frequent occurrence of crimes within its premises

and the possible association of love hotels with organized criminal organizations was yet

another reason why a lot of investors do not like to lend any financial support to the said

industry.

The National Post (2004), on the other hand, reports that banks do not always prefer to

finance or provide loans for love hotels because they usually have this belief that they are

thriving grounds for both prostitution and other sex-related crimes. It also said that securing a

license for a love hotel company to be listed in the Stock Exchange is an almost insurmountable

task given the traditional and negative bureaucratic attitudes towards these hotels. The same

article likewise disclosed that the Tokyo Stock Exchange also have this rule about public

decency and this was, apparently, the one that prevented many major love hotel companies

from being publicly listed in the Stock Exchange.

Love Hotels versus Conventional Forms of Accommodation:

The study written by Hasan (2011) is part of the huge network of literatures that explored

the difference of a love hotel from the mainstream or conventional forms of accommodation

such as, to wit: motels, hotels, and hostels. According to him, the simplest and most obvious

distinguishing characteristic of love hotels from other lodging establishments can be found

immediately upon entering the place.

Hasan (2011) said that in an ordinary form of lodging, the guests can book a room, make

payments and acquire their room keys by having a face-to-face interaction with the hotel/motel

staff manning the front desk usually located in the main lobby of the establishment. Whereas in

a love hotel, the said scholar argued that absolute anonymity, privacy, and secrecy of guests’

identities would be the controlling norm. The push of buttons in a touch screen monitor would

facilitate the book and selection of a hotel room while a vending machine (where guests can

insert paper bills and coins) can do the collection of payment and release of room keys in lieu of

a human hotel staff.

The article of the Onegai Kaeru (2015) was pretty comprehensive and amazing at the

same time since this news report have identified eight (8) characteristics that can completely

draw the distinguishing line between a love hotel and a conventional form of accommodation

(e.g. hotel, motel, and hostel).

Firstly, the said news report said something about the secretly locked room doors of love

hotels. According to the Onegai Kaeru (2015), in some love hotels in Japan, China, and South

Korea, once the guests have acquired their room key and entered their selected hotel room, the

door will be remotely locked by the hotel staff throughout the entire duration of their stay and will

not be opened until the guests themselves would insert paper bills and coins in the vending

machine installed inside the room for their payment. Once paid, it is the only time wherein the
guests can call the staff by phone in order for the latter to remotely unlock the door afterwards.

Of course, in a normal hotel or motel, such remote locking of hotel room doors is almost

inexistent, if not, never practiced at all.

Secondly, the Onegai Kaeru (2015) emphasized the anonymity in love hotel operations.

As previously and numerously pointed out many times in this chapter already, love hotels, by

nature, have placed a very high value in ensuring that the names, faces, identities, and even car

license plates of their customers will remain anonymous to anyone in the love hotel, whether it

is their hotel staff or other guests. Moreover, love hotels have also considered it important that

the secrecy behind every activity happening inside their hotel rooms would never be

compromised or be revealed in public as much as possible. This is why, love hotel guests would

not have any face-to-face interaction with any hotel staff or other guests throughout their entire

stay in the establishment. Bookings and selection of hotel rooms as well as the payment of the

room itself are all automated. Whereas the entry and exit of customers are carefully

synchronized by the hotel staff so the possibility of guests bumping into each other inside the

love hotel premises would be minimized, if not, totally eliminated (The Washington Post, 1990).

In a conventional lodging establishment, on the other hand, such form and policies on

anonymity and secretive environment is not present nor practiced.

Thirdly, the same article also said that short-stays are possible in love hotels. Unlike in

normal hotels/motels, a short-stay of two (2) to three (3) hours is entirely allowed in these

bizarre hotels. Although an overnight or a twelve (12) hour stay is likewise offered by love

hotels, the short-stay option is much better known and associated with these outlandish hotels

since most of their customers are merely looking for a private space to have a sexual encounter

which normally lasts for two (2) to three (3) hours only. On the other hand, mainstream

accommodation establishments (e.g. hotels, motels, and hostels) would rarely have this option

for short-stay.
 Fourthly, the Onegai Kaeru (2015) also observed that the complimentary use of a built-in

refrigerator is rarely available in a love hotel. The guests of typical love hotels would be

disappointed to find out that they cannot store, cool, and/or preserve their food and beverages

that they have bought outside while staying in a love hotel room because majority of the rooms

in these establishments normally does not have an available refrigerator. Instead, what guests

could find is a vending machine selling contraceptives like condoms as well as sex toys such as

dildos, hand cuffs, vibrators, and other sex-related paraphernalia. Of course, in a typical

hotel/motel room, it always comes with a refrigerator that can be used by its guests to store and

preserve their food and drinks and a vending machine selling sex toys and condoms is definitely

never present.

Fifth, the aforementioned article also mentioned that majority of the love hotel guests are

merely “walk-in guests”. Unlike in a typical hotel wherein, most of the time, one normally has to

make a room reservation or booking prior to their actual stay in the hotel, the high turn-over

rates of love hotels due to its offering of short-term accommodation of two (2) to three (3) hours

only, have allowed most of its guests to simply “walk-in” the said establishment and may still find

available rooms even without a prior room reservation. In a conventional hotel or lodging,

however, since the minimum allowable stay is twelve (12) hours, its “walk-in guests” would

normally be disappointed that rooms are always all occupied and thus can no longer be

entertained by the staff. Thus, this would explain the latter’s normal practice of undertaking a

booking reservation prior to the guests’ actual stay.

Sixth, the Onegai Kaeru (2015) has also discussed that tickling the fantasies, fetishes,

and imaginations of its guests is one of the best avenues that a love hotel can deliver optimal

customer service to its guests. Unlike in an ordinary hotel/motel, the typical room in a love hotel

has special designs or themes that allow its occupants to be immersed in a place that only

existed in their wildest and most erotic daydreams before. As one of its highlights, love hotels
are known to have themed rooms likened to imitate fantasy images and/or scenes such as

torture rooms, dungeons, prison cells, school classrooms, hospital beds and the like given that

all of these themed rooms are meant to tickle the imaginations, heighten up the excitement, and

increase the libidos of the love hotel guests. Indeed, as Basil (2008) has put it, love hotels are

indeed places wherein romantic couples can satisfy their “carnal pleasures”. However, since

ordinary lodging establishments are not primarily intended to provide a private space for sexual

encounters, such erotic and sexually-suggestive themed rooms are not present.

Seventh, the same news report also pointed out that some love hotels have vibrating

and/or rotating beds. Apart from having these themed rooms that would surely increase the

libido of its guests, some love hotels would also typically have vibrating beds which is, again, a

distinguishing feature of these outlandish hotels that are not present in an ordinary lodging or

any other type of accommodation for that matter. These vibrating and/or rotating beds are, of

course, offered by love hotels as a means of heightening the sexual experience of its patrons.

Eighth, and finally, the Onegai Kaeru (2015) said, in its article, that an ordinary love hotel

room is like a mirror house. In a conventional hotel or motel room, once can normally find

mirrors either in the dressing room or in the bathroom only. However, while the same can also

be said for the rooms in a love hotel, these uncanny accommodations have likewise installed

mirrors at various angles of the bed itself, usually beside and above the bed so the occupying

guests of a love hotel room can see their reflections while they are in action. Of course, mirrors

installed beside and above the bed is considered unheard of, or even outrageous, as far as the

operations of an ordinary hotel is concerned.

Incidentally, beyond the scope and discussions of the aforementioned article by the

Onegai Kaeru (2015), the study of Villegas (2011), on the other hand, wrote about the love

hotels in the Philippines. In his piece, he pointed out that one distinguishing feature of Filipino

love hotels as opposed to typical/conventional hotels was that, in the former, patrons would
usually find a complimentary condom either in the pillow of the bed or inside the drawer of the

bedside table. Whereas in the latter, such free condoms are not and never provided at all.

In the People’s Republic of China (PRC), the newspaper company, China Daily (2015)

reported that the main difference of a Chinese love hotel to a conventional hotel can be found

on the room amenities and decorations. Apparently, the news release stressed that Chinese

love hotels would typically have “fantasy interiors” peppered with very bright lighting

mechanisms. It also said that various room amenities and decorations are also by majority,

taking the shape of a heart.

Finally, according to the article by Kirino (2006), he has identified two (2) major

distinguishing elements of a love hotel as opposed to a regular accommodation. According to

his piece, he said that a love hotel has a distinctive payment system and a unique booking

policy. In a typical love hotel, the aforementioned author said that its rooms are rented “by the

hour” in sharp contrast to the “per night rental basis” in normal hotels. Moreover, he also stated

that love hotels would typically accept cash payments only to ensure the secrecy of the

business transactions of the love hotel with its guests and likewise protect the identities or

names of the customers from being compromised. Another major difference that Kirino (2006)

have noted was on the love hotel’s booking policies. In a love hotel, he said that guests do not

typically need to do a room reservation prior to their arrival in the said hotel. This is probably

due to the high turn-over rates of love hotels given that it offers a “per hour” room rental policy.

Because of this, the said author pointed out that should couples would visit a love hotel in a

peak season where the love hotel is totally full with no available vacancy, they will have no

option but to go and try their luck and find another love hotel that hopefully has a vacant room

available.

The following table below would summarize the notable differences of a love hotel as

opposed to a conventional form of accommodation:

 Love Hotels Conventional Forms of Accommodation

1.) When booking a hotel room there will 1.) There is face-to-face interaction between
absolutely be no face-to-face interaction the hotel guests and the staff. The names
between the hotel guests and staff to and identities of the patrons are disclosed
ensure the anonymity of the identities of and recorded for booking and record-
the former as well as the privacy of their keeping purposes.
sexual acts remain uncompromised
(Alexander, et.al., 2009 and Lin, 2008).
2.) In lieu of a front desk staff, the booking 2.) The booking and selection of a hotel room
and selection of a love hotel room are are generally not automated. Hotel guests
entirely automated. Normally, in the main wishing to book and make a room
lobby of a love hotel, there is a large selection are required to personally
touch-screen monitor that would show the transact with the staff manning the front
said hotel’s remaining vacancies and a desk typically located in the hotel’s main
panel of buttons would help the guests in lobby.
booking and making their room selections
(Alexander, et.al., 2009 and Lin, 2008).
3.) In lieu of a front desk staff, the payment 3.) The payment for a hotel room is generally
system for a love hotel is likewise not automated. Hotel guests desiring to
automated. After the guests have made check-out and make payment for the room
their room selection in the aforementioned are required to personally transact with
touch-screen monitor, they are then the staff manning the front desk typically
prompted by the system to make their located in the hotel’s main lobby.
payment by inserting paper bills and/or
coins in a vending machine that is usually
found beside the said monitor. It is only
after completing payment that the vending
machine would release the room key and
the love hotel guests can finally make their
way to their selected room (Alexander,
et.al., 2009 and Lin, 2008).
4.) In the not-so-high-end love hotels mostly 4.) There is always a face-to-face interaction
found in the rural areas that do not have whenever a hotel guest would make any
these high-tech facilities such as a touch inquiry or formal transaction with the staff
screen monitor to facilitate room bookings manning the hotel’s front desk.
and a vending machine that would collect
payments, they still have a hotel staff
manning the front desk. However, to
ensure that the identities of both the hotel
guests and staff would remain
anonymous, the latter would transact with
the former behind a frosted glass in the
love hotel’s front desk (Hasan, 2011 and
Basil, 2008).
5.) The exterior architectural designs of a love 5.) A conventional hotel does not have
hotel building are typically unique but overly-decorated exterior architectural
outrageously decorated usually with very building designs. The hotel structure itself
bright neon signs and elaborate lightings. would only be reminiscent of the styles
Moreover, majority of love hotel buildings and decorations of typical buildings within
 are designed based on a certain theme a normal modern-day city.
and are made to look like a medieval
castle, spaceship, casino, theme park, or
a deep jungle (The Citizen, 1985;
Telegraph, 2014; Financial Times, 1997;
Knight Ridder Tribune News Service,
2005; and Cities Guide, 2007).
6.) The main entrances of love hotels are 6.) The main entrance of a conventional
usually discreet and partially hidden or hotel/motel is not, in any way, hidden or
obscured in order for its guests to enter discreet in nature. The main entrance is
inconspicuously and without attracting too usually located at the most conspicuous
much attention from people passing by in area of the hotel building to facilitate the
the process (Alexander, et.al., 2009). smooth influx as well as exit of hotel
guests.
7.) Love hotels would usually have 7.) A normal hotel/motel would either have an
underground parking areas with a back open ground or an underground parking
entrance so guests can enter discreetly. In area. These hotel parking areas, however,
some love hotels, the staff would even are only meant to provide parking spaces
place a cover on the guests’ car license for the automobiles of their hotel guests
plates to ensure that the said automobiles without any intent of keeping the identities
cannot be identified nor photographed by of both the car and the guests
anyone while the said car owner is inside uncompromised.
a love hotel room (The Washington Post,
1990).
8.) Majority of love hotels accept cash 8.) Conventional forms of accommodation
payments only. These establishments would accept cash, check, credit card,
believe that any financial transactions debit card, or any other form of electronic
done by credit card or any other form of payment.
electronic money would discourage
customers from engaging their services as
the said practice would potentially
compromise the identities of hotel guests,
who do not want, as a general rule, to find
out about their lewd acts (Hasan, 2011).
9.) In order to minimize the possibility of hotel 9.) Guests of a conventional hotel/motel can
guests bumping into each other in the freely move about within the hotel
hotel’s main lobby or any part of the premises. The hotel management does
building per se, the influx and exit of the not, in any way, have control over the
hotel guests are usually carefully and movement, influx, and exit of people
accurately synchronized down to the last within the business establishment.
second by the love hotel’s management
staff with the aid of computers and various
other related software. As an additional
measure, couples who were already done
using their love hotel room are required to
leave the hotel premises through a
separate exit door (The Washington Post,
1990).
10.) Short-stays are possible in love hotels. 10.) Generally, a conventional hotel/motel
Unlike in normal hotels/motels, a short- room can be rented on an overnight or
 stay of two (2) to three (3) hours is entirely “per night” basis only. An option for a
possible in these bizarre hotels. Although “short-term stay is usually not available in
an overnight or a twelve (12) hour stay is a normal form of lodging.
likewise offered by love hotels, the short-
stay option is much better known and
associated with these outlandish hotels
since most of their customers are merely
looking for a private space to have a
sexual encounter (Onegai Kaeru, 2015).
11.) Love hotels are usually located near 11.) There are no specific or observed
local train stations or places where there common places where conventional
is a significant amount of foot traffic hotels can be found.
(Alexander, et.al., 2009).
12.) Love hotels often take sexually- 12.) Normal hotels/motels do not brand
suggestive names such as, to wit: “Hotel themselves with sexually-suggestive
Passion”, “New Seeds”, “Sweet Lovers’ names.
Inn”, and “Let’s Come” (The Los Angeles
Times, 1990; The Washington Post, 1990;
and Lin, 2008).
13.) Love hotels are internationally known for 13.) While a conventional form of lodging
its specifically-designed “themed” rooms would also have “themed” rooms, it is
that is likened to imitate and create the not, in any way, meant to be sexually-
ambiance of various fictional and/or stimulating or arousing that can satisfy
fantasy scenes such as dungeons, prison and enhance one’s erotic fetishes and
cells, deep forests/jungles, hospital fantasies.
operating rooms, and spaceships in order
to tickle the erotic fetishes and
imaginations of the love hotel guests
(Slavin, 2007).
14.) Love hotel rooms also have available 14.) There are no sex toys, complimentary
sex toys and other sex-related condoms, and other sex-related
paraphernalia that are designed to paraphernalia that are present or
enhance the sexual experience of its available in any of the rooms of a normal
guests, such as to wit: dimmed lightings, hotel/motel.
ceiling mirrors, vibrating/revolving beds,
condoms, dildos, handcuffs and other
forms of body restraints, and spanking
tools for BDSM sexual activities (Slavin,
2007). In love hotels in the Philippines,
Villegas (2011) said that there is usually a
complimentary condom on top of the
pillow in the bed or inside the drawer of
the bedside table.
15.) Apart from its themed rooms, costumes 15.) In a typical hotel/motel, guests cannot
are likewise provided for an additional borrow or rent costumes for them to
charge so guest couples can assume role- assume any kind of role-playing
paying scenarios inside the love hotel scenarios.
themed rooms (Knight Ridder Tribune
News Service, 2005).
16.) In lieu of a refrigerator, a typical love 16.) In lieu of a vending machine that would
 hotel room normally has a built-in vending
machine that instead of selling various
beverages, it would sell condoms, sex
toys, and other related paraphernalia for
an additional charge (Korea Herald,
2000).
17.) Majority of the love hotel patrons were
merely “walk-in guests” who did not have
a booking or room reservation prior to
their arrival in the love hotel (Onegai
Kaeru, 2015).
Table 1. Differences between Love Hotels and Conventional Forms of Accommodation
sell sex toys and sex-related
paraphernalia, most of the conventional
accommodations would allow the
complimentary use of a refrigerator.
Sometimes there are beverages stored
in the said appliance either for free or
with additional charge, depending on the
policy of the hotel.
17.) Guests of a typical hotel/motel would
normally need booking or room
reservation before their actual stay in the
said hotel.

Lack of Literature about Love Hotels:

Although undeniably a part of the consciousness of mainstream society, Alexander,

et.al. (2009) have argued that the international phenomena brought by these love hotels was

not sufficient to arouse significant research interests from the worldwide academic community.

In their article, they said that the literature about love hotels is very insufficient, most especially

in the hospitality management sector, which is ironically, the field of human knowledge that the

same can immediately be categorized into. Moreover, further in the aforementioned study, the

said authors pointed out that the development of love hotels in Taiwan and the substantial

economic role it now plays in Oriental Asia should already be more than enough justifications for

the academia to undertake a deeper and comprehensive analysis of love hotels for a better

understanding of how it affects various human affairs in today’s modern society.

Coincidentally, Hasan (2011), in his article, echoed the assertion of the aforementioned

author. The former claimed that there have been an unfortunate and very limited research about

love hotels from an ethnographic point of view and he also stressed that it is essential that

efforts should be made to fill the research gap that currently surrounds it.

General Concepts and Definitions about Love Hotels:

 However inherently unusual its characteristics may be, researchers and journalists from

around the world, were not, in any way, discouraged in coming up with a myriad of discussions

that can enlighten curious individuals about the general concepts and definitions surrounding

love hotels. In fact, one of the simplest but notable definitions for a love hotel were written by

Alexander, et.al. (2009) who have defined it as a specific form of lodging having a primary

intention of providing a private place for couples to have sex. In making this definition, they

likewise cited the work of Caballero and Tsukamoto (2006) who have said in their study that

love hotels typically charges its guests “by the hour” instead of the usual “per night” basis that

are normally associated with conventional forms of accommodation. Moreover, this unique set-

up of booking a love hotel room was thoroughly discussed in the work of Lin (2008). In this

article, the author narrated that patrons can normally hire a room either for a shukkuhaku

(overnight stay) or kyŭkei (two to three hour stay) only.

Furthermore, throughout the entire time that they were studying love hotels in Japan,

Alexander, et.al. (2009) have also observed that the following traits were the most common for

love hotels:

 “Often decorated with colourful neon and gaudy architecture, especially in more urban

areas.

 Usually located near busy transit points.

 Entrances are always at the back to allow customers to enter inconspicuously.

 Doors are covered by rubber curtains to ensure the privacy of customers.

 Rooms are fully-furnished with rotating beds, mirrored ceilings, glass bathtubs and

similar.

 Themed rooms are available for a higher price.

 Strong sexual implications are evident in rooms including pornographic videos, sexual

equipment and costumes.”

 Meanwhile, according to the study of Caballero and Tsukamoto (2006), they said that

love hotels should be defined as: “…establishments which charge the customers by the hour

and are targeted at couples for sexual intercourse, developed from the deai-chaya, tea rooms of

the Edo Period, which were mostly used by prostitutes and their clients.” On the other hand,

Hasan (2011) stressed that love hotels are important places for the conduct of sexual

intercourse especially from a Japanese society point of view. In his work, he defined love hotels

as: “…hotels that rent rooms for short time periods of 90 minutes or two hours during the day or

for the whole night usually from 10 pm.” Moreover, he also said that the primary objective of

these freakish hotels is to provide a private space for couples to have some time or moment

where they can be away from the hectic demands of their daily lives and do private acts

together.

Hasan (2011) also pointed out that love hotels can be found in the widely-known places

called “Pink Roads” all over Japan. The biggest and most notable ones are situated within the

Nihonbashi, Roppongi, and the Shinjuku districts of the capital city of Tokyo. He likewise said

that love hotels would often stand out in the city’s landscape and can easily be identified by

people because of its weird exterior lighting set-ups and exotic building architectures. Further in

his study, Hasan (2011) also narrated that the room rates of love hotels in Japan is much more

extensive compared to typical forms of accommodation. Normally, he said that love hotels have

a “rest” option (kyŭkei) that ordinarily costs for 3,000 to 4,000 Yen, which allows hotel visitors to

rent a love hotel room for one and half to two hours only. Many literatures about love hotels

pointed out that this particular option is more popular since most of the patrons of love hotels

are merely looking for a private space for a sexual encounter. It is also noteworthy to point out

that Hasan (2011) likewise observed that the room rates for this option is typically cheaper

during the morning period of the day, but is also noticeable to be more expensive during the

weekends. On the other hand, the second choice for booking a love hotel room according to the
same author is the “stay” (called “tomari” but in some literatures it is called “shukkuhaku”)

option, where guests can stay overnight. According to him, this option normally costs 5,000 Yen

or more, depending on the love hotel.

Further in his study, Hasan (2011) while citing West (2005), has also quoted the

definition of love hotels according to the 1985 Japanese Entertainment Law. In Article 3 (1) of

the said legislation, it provides that love hotels, to be considered as one, must possess the

following features: “(a) rental rooms for heterogenous couples, (b) no lobbies and restaurants

inside, or lobbies and restaurants permitted up to small size only.”

Moreover, Article 3 (2) of the aforementioned law, provided that a love hotel should also

have the following facilities: “(i) separate garages are available for each of the cars or cars are

kept separated by walls or curtains, (ii) parking spaces specified by room number, (iii) the

hallways lead directly to the rooms, with no intermediating reception desk involving signing

procedure.”

Finally, Article 3 (3) of the same statute also said that a love hotel must likewise have the

following equipment inside its rooms: “(i) revolving beds, mirrors larger than a dimension of one

square meter on the ceiling, wall, or attached to the bed, or other devices designed to promote

“sexual curiosity” or (ii) vending machines selling sexually stimulating merchandise (these are

separately defined for nude pictures, albums, movies, tapes, disks, electronic storage media like

CD-ROMs, or other products).”

Meanwhile, according to Basil (2008), he defined love hotels as: “…by-the-hour hotels

focused on carnal pleasures”. Furthermore, in the research of Egilsdóttir (2016), he said that

love hotels also known as “rabu hoteru” in Japan can be understood to mean as: “…short-stay

accommodations specializing in allowing people privacy for all kinds of sexual activity.” The

same author also mentioned that love hotels also go by other names such as: “reja hoteru
(leisure hotel), fasshon hoteru (fashion hotel), kappuruzu hoteru (couples’ hotel), and buchiku

hoteru (boutique hotel)”.

Lin (2008), on the other hand, had a quite simple definition for a love hotel. In the study,

this author said that love hotels: “…are popular places offering rooms for rent for one main

activity – sex.” In the same article, the latter likewise cited the description of a 2005 issue of the

Asian Sex Gazette about love hotels. According to the aforementioned publication: “Japan’s

‘‘love hotels’’ are hard to miss. Clustered around freeway ramps and dotting the suburbs, the

neon-lit hotels often look like faux castles or garish villages from the Arabian nights...Modern

love hotels look like European rooming houses, jungle-draped lodges or windowless office

towers. The rooms often have themes, such as tropical resort, watery grotto or Asian getaway.

Huge bathrooms contain scents and dried flowers, ready to throw in the whirlpool tub.”

Moreover, the article of the Onegai Kaeru (2015) cited another Japanese legislation this

time around, which is the so-called Businesses Affecting Public Morals Regulation Law.

According to this statute, it defined love hotels as: “…a facility specially for guests with different

sex to sleep or rest and the business operating such a facility”. This same legislation also

provided that a love hotel must likewise have a: “locked door, bed which moves/turns, a mirror

which reflects the guest on the bed, vending machines selling sexual goods, etc.”

The Asian Studies Review (2008), meanwhile, defined love hotels as those that: “…offer

rooms for rent for the primary purpose of allowing couples to engage in sex.” On the other hand,

according to the Tribune Business News (2007), a hotel can be considered as a love hotel if: “…

they offer accommodations, including short-stay “rests” for one person or in the case of couples,

a man and a woman. Such inns lack lobby space and restaurants and provide “facilities or

equipment intended for sexual arousal of fellow guests of the opposite sex””. The same article

also disclosed that a love hotel is: “…an establishment specifically offering rooms for couples to

have sex.”
 Meanwhile, the Toronto Star (1989) said that love hotels are: “…rooms rented by the

hour with accommodations to match any romantic dream – including revolving beds and

chandeliers”. According to a news report by the Daily News (2009), on the other hand, love

hotels have been defined as: “…establishments (that) are designed for discretion, often located

in alleys or backstreets. Rooms can be rented by the hour and no questions are asked. A

complimentary condom can usually be found in the bedside table”. The CNN Wire Service

(2018) also mentioned that love hotels can be regarded as: “…short-stay hotels (that) allow

guests a discreet and affordable opportunity for sex.”

A simple definition was provided by the Evening Standard (2007) which provided that

love hotels, by nature, “essentially allow customers to have sex in privacy”. Further, in a news

release by the Calgary Herald (2007), it said that love hotels are normally: “…rented by the

hour, the experience enhanced by novelties such as rotating beds, ceiling mirrors, and karaoke

machines”. Interestingly, the Canadian newspaper company, The Citizen (1985) described love

hotels as an “erotic Disneyland”.

In the Philippines, the article of Lowe (2013) reported that the National Statistics Office

(NSO), now known as the Philippine Statistics Authority (PSA), have categorized love hotels as

“short-term accommodations”. On the other hand, Villegas (2011) also provided a definition for

love hotels in a Philippine context. In his piece, he said that a love hotel is: “…a place where

people usually spend very private moments with the opposite sex. To say it bluntly, it means

satisfying one’s earthly urges.”

Environment Anchored on Anonymity:

In their same article, Alexander, et.al. (2009) have also pointed out that it has now

become a common practice for couples in Japan to have sex in love hotels because these

places were perceived as something that can ensure their identities would remain a secret and
the privacy behind their erotic acts uncompromised. Indeed, from these research findings, it is

without a doubt that anonymity is the name of the game in love hotels. According to the study of

Lin (2008), it was narrated by this author that from check-in until check-out, guests will

absolutely have no face-to-face interaction with any of the hotel’s staff or with any other hotel

guests for that matter.

The same author has further discussed that room bookings in love hotels, in lieu of a

usual front desk staff, are typically undertaken with the aid of a large touch-screen monitor

attached conspicuously in the hotel’s main lobby that would inform newly arrived patrons of the

love hotel’s remaining vacancies. Thereafter, the guests can select from the unused rooms

available with a panel of buttons attached in the said monitor. Once selection was made, the

touch-screen monitor will then prompt then to make their payment by inserting bills and/or coins

in a vending machine that is usually found beside the huge monitor. It is only after making

payment that the vending machine will release the room keys and the guests can finally make

their way to their selected hotel room and live out their sexual urges.

Image Sources: shulmister.com (left photo) and onegai-kaeru.jp (right photo)

Figures 1 and 2. Room Booking Monitor (Left) and Vending Machine for Room Payment (Right)

In the not-so-fancy and high-tech love hotels of the countryside or rural areas, the

studies of Hasan (2011) and Basil (2008) have pointed out that these love hotels opted to still
have a hotel staff assigned to man the front desk. However, the difference this time was that,

the staff is hiding behind a frosted glass so both the guests and the former cannot see each

other’s faces to maintain the secrecy of their respective identities.

Interestingly, it is noteworthy to point out that in the article of Hasan (2011), he has

observed that majority of the love hotels in Japan only accept cash payments because these

establishments believe that transactions done by credit card or any other form of electronic

money would discourage customers from engaging their services because the said practice

would potentially compromise the identities of the hotel guests who do not want, as a general

rule, anyone to find out about their lewd acts.

On the other hand, in an article by The Washington Post (1990), it has likewise reported

that love hotels in Japan would normally have underground parking lots in order to facilitate the

inconspicuous entry of guests into the hotel building. Moreover, this news release has also said

that there are instances wherein love hotel staff would also put a cover on the guests’ car

license plates to ensure that the said automobiles cannot be identified and thereafter

photographed by anyone while the love hotel guests are living out their sexual fantasies inside

the hotel building.

Finally, the over-all environment of love hotels that is hugely anchored on anonymity and

secrecy can also be argued to be one of the manifestations of Japanese precision and

efficiency. Apparently, the aforementioned news release has likewise pointed out that in order to

minimize the possibility of hotel guests bumping into each other in the hotel’s main lobby or any

part of the hotel building, the influx and exit of the hotel guests are carefully and accurately

synchronized down to the last second by the love hotel’s management staff with the aid of

computers and various other related software. The same article has also said that as an added

measure to further prevent hotel guests from seeing each other, couples who were already
done using their love hotel room are required to leave the hotel premises through a separate

back door.

The Element of Fantasy:

As earlier pointed out, the Canadian newspaper, The Citizen (1985) neatly described

love hotels as an “erotic Disneyland”. This is perhaps because the fulfillment of one’s most

intimate and wildest sexual fantasies is one of the most pivotal and distinguishing elements of a

love hotel.

For one thing, in a plethora of news articles most notably by The Citizen (1985), the

Telegraph (2014), the Financial Times (1997), the Knight Ridder Tribune News Service (2005),

and the Cities Guide (2007), love hotels by nature have attracted both domestic and worldwide

attention because of their unique but outrageously designed building architectures. In the

Japanese capital city of Tokyo, for instance, these articles have also mentioned that some love

hotel buildings are designed to look like a medieval castle, a spaceship, a casino, a theme park,

and many other forms that would incorporate various themes and styles into their designs.

Image

Source: oyster.com

Figure 3. A Love Hotel Building Made to Look Like a Medieval Castle

 Apart from the freakish-looking buildings, the news report of The Los Angeles Times

(1990) and The Washington Post (1990) as well as the journal article of Lin (2008), have

likewise observed that love hotels would often brand themselves with names that have a

sexually-related nature such as, to wit: “Hotel Passion”, “New Seeds”, “Sweet Lovers Inn”, and

“Let’s Come”.

The main idea for all of these elaborate architecture and suggestive names are all

anchored for the satisfaction of one’s fetish desires. According to the study of Egilsdóttir (2016),

the reason why love hotels are so appealing to many couples was because of the fact that they

provide an avenue for them to momentarily escape their realities and hectic life schedules in

order for them to truly celebrate the beauty and excitement of sexual intercourse.

Once inside a love hotel room, guests can feel that they have just immersed themselves

into another world. This is because the gaudy building architectures were not the only ones that

tickled the imaginations of couples patronizing love hotels. Apparently, each interior love hotel

rooms were just as exotic, bizarre, freakish, and overly fantastic. According to Lin (2008), most

of the media attention about love hotels were also focused on its themed rooms that will allow

its guests to be immersed into a world that perhaps, only existed in their daydreams.

Common themes for love hotel rooms are those that would cater to BDSM sexual

activities such as dungeons, prison cells and hospital clinics. However, in the book of Keasler

(2008), it can be seen from the photos she has taken that love hotel themed rooms have
likewise take one step further since they also now have rooms that would mimic the ambiance

of public spaces and typical day-to-day venues, such as train station, classrooms, hospital

clinic, and an office space. In connection with this, according to an article by The Independent

(2001), the thrill of having sex in a public space and the feeling of possibly getting caught in the

act is the fantasy that is aimed to be created by such themed rooms.

Image Source: mistykeasler.com

Figure 4. A Love Hotel Room with a “Prison Cell” Theme

To heighten as well as enhance the experience of couples living out their wildest erotic

fantasies in the themed rooms of love hotels, these establishments have likewise equipped

themselves with a multitude of sexual paraphernalia aimed to turn up the heat between couples.

According to the work of Mitchell (2016), a typical love hotel room would sometimes have the

following sex equipment for its guests to have a productive and satisfying BDSM sexual activity,

thus, to wit: “isolation cell, suspension harness, bondage bed, office secretarial bondage chair,

pet cage, CP stools, bondage bench, shibari ropes, leather straps, hoods, gags, chains, and

cuffs” so the guests can enhance their erotic fetishes and experiences in a love hotel room.
 Image Source: reddit.com

Figure 5. A Love Hotel Room Completely Equipped with BDSM Paraphernalia

Villegas (2011) has also written that it is common in the Philippines for an ordinary love

hotel room to always have a complimentary condom that is usually placed either on top of the

pillow in the bed or inside the drawer of the bedside table. Apart from its themed rooms,

costumes are also provided so couples can assume role-playing scenarios to live out their

fantasies. In a hospital room scenario, for instance, a hospital robe is already provided, whereas

in a prison cell themed room, a jail uniform is likewise already there ready for the use of the

occupying couples. However, in a news release by the Knight Ridder Tribune News Service

(2005), it reported that the school girl uniform and the nurse costumes remain as the most

popular and in-demand costumes for many couples patronizing love hotels. Finally, in lieu of a

refrigerator, a typical love hotel room likewise normally has a built-in vending machine that

instead of selling various beverages, it would sell condoms, vibrators, sex toys, and other

related paraphernalia for an additional charge (Korea Herald, 2000).

Image Source: dailymail.co.uk

Figure 6. A Love Hotel Vending Machine Selling Sex Toys

Patronage and Clientele:

The clientele of love hotels would come from various walks of life regardless of age,

socio-economic status, profession, and even sexual orientation. According to the study of

Hasan (2011), the most typical patrons served by love hotels are both married and unmarried

couples aged between eighteen (18) to fifty (50) years old. However, numerous literatures have

also reported that adulterous couples or those people engaged in illicit sexual affairs as well as

those engaged in prostitution were also considered common (Los Angeles Times, 1990).

Interestingly, in some rare instances, the Los Angeles Times (1990) has also disclosed

that there were times wherein grandparents or senior citizen couples have reportedly booked a

room and engaged the services offered by a love hotel. Most surprisingly, in another article by

The Washington Post (1990), it likewise revealed that there were also uncommon occasions

where three or more people, instead of the usual two, would book one love hotel room. In these

instances, the hotel manager has disclosed, in an interview, that they have charged twice the

normal rate for that particular use of their love hotel room.

Finally, it is noteworthy to point out that a myriad of literatures particularly by the Tribune

Business News (2007) and South China Morning Post (2008), have also reported that

numerous homosexual couples from the Lesbian, Gay, Bisexual, and Transgender (LGBT)

community were prohibited or banned by many love hotel operators in Japan and China from

engaging their services. These news reports even revealed that there were several love hotels

who even installed sign boards nailed to their main entrances specifically notifying any LGBT

couples that they are not welcome to go inside their respective hotel premises.

Meanwhile, in the Philippines, the article of Villegas (2011), has pointed out that the

most common customers of Filipino love hotels are the couples involved in: “(1) pre-marital sex
(sex before matrimony), (2) adultery/concubinage (i.e., married woman having sex with a man

not her husband, vice versa), and (3) prostitution (sex trade)”.

Socio-economic impact of love hotels:

Its sexually-charged nature was not, in any way, became a setback, or perhaps it was

because of it, that the love hotel industry was able to secure its reputation to become one of the

most lucrative business empires that fuels the global economy at the present. Apparently, the

research thesis of Egilsdóttir (2016) can be considered as one of the most essential pieces of

literature that discussed about the socio-economic impact of love hotels. In this work, the author

gave us a general overview on the impact of these uncanny hotels not only on the sex industry

itself, where the same is presently categorized into, but also on the national economy of the

country, in this case Japan and the Philippines, where it is currently situated per se.

According to the aforementioned author, whether people would actually believe it or not,

one of the biggest and most successful businesses in the world is actually the sex industry. In

making this claim, Egilsdóttir (2016) likewise pointed out that the sex industry of Japan, locally

known as fūzoku, is arguably one of the most important pillars of the sex industry’s international

presence since it accounts at least 4.5 trillion yen to its global gross income annually (Neill,

2009).

Interestingly, Sinclair (n.d.) has likewise mentioned in an interview that Japan’s sex

industry actually yields a bigger revenue compared to the world-famous automobile companies

such as Toyota Motor Corporation, Mitsubishi Motors Corporation, and the Honda Motor

Company, Ltd., to name a few. Furthermore, he also stated in the same interview that these

love hotels are so versatile in nature that they offer almost everything that their guests would

ever need, except perhaps, for the sexual intercourse itself, since prostitution activities are not a
part nor endorsed by these establishments despite its sexually-charged business operations

and association with the sex industry.

In this aforementioned figure of 4.5 trillion-yen worth of annual income for the Japanese

sex industry, Richel (1999) has reported that twenty-five percent (25%) of this enormous

amount was single-handedly generated by the Japanese love hotel industry alone. A feat, which

is perhaps, no other love hotel industry in other parts of the world was able to achieve.

Moreover, the same author also disclosed, while citing the studies of Kelly (2006) and Lin

(2008), that there are approximately more than 30,000 love hotels currently operating in Japan.

And of this number, he likewise pointed out that at least 3,000 of these outlandish hotels can be

found in the capital city of Tokyo alone.

Even more specifically, Lin (2008) has likewise revealed that in the aforementioned city,

potential love hotel patrons can find at least seventy (70) love hotels in the Shibuya district,

another fifty (50) in Ikebukuro, an approximately another seventy (70) of these hotels are

situated in the Kabukicho area, and finally there an estimated sixty (60) love hotels operating in

Uguisudani.

On the other hand, in an article by Ami (2005), as cited in the work of Hasan (2011), it

was reported that the Japanese love hotel industry currently has a potential customer base of

85 million patrons. In order to arrive at this aforementioned figure for the said potential customer

base, the same author included what he called the people belonging to the “Silver Generation”

or persons over seventy (70) years old in his computations on top of the love hotel’s main

customer market in Japan which are the young teenage adults and young married couples

numbering around twenty (20) to sixty (60) million people. Interestingly, in a news report by the

Daily Mail (2007), it is noteworthy to point out that roughly two percent (2%) of the adults in

Japan have reportedly engaged the services offered or have used a love hotel room previously.
 Meanwhile, the article of Lin (2008) is equally important since this research has

comprehensively narrated the contribution and scope of influence that the love industry already

has on Japan’s national economy. In the said article, it was stressed that the aforementioned

business enterprise has become so large and profitable that the annual income it generates is

now equivalent to one percent (1%) of the entire Gross Domestic Product (GDP) of the country

which is around 5 trillion dollars (International Monetary Fund, 2018).

This was the reason why, Wakao (2007), in his study, reported that several foreign

investment companies such as, namely: the MHS Capital Partners and the Global Financial

Support Company has casted their dices and tried their luck by investing millions of dollars into

this highly lucrative industry in Japan.

From the macroeconomic perspectives of how the love hotel industry contributes to the

national economy of a country, the news article by Dodd (2004), has instead, departed from this

usual macroeconomic stance into a more microeconomic way of evaluating the socio-economic

impact of these bizarre hotels. In his report, he stated that a typical love hotel has an average of

78.8 room usage monthly which, according to him, would mean that there are an estimated 2.6

couples who would book a room in a love hotel daily. Furthermore, he likewise mentioned that

based on the aforementioned figures, the average revenue of a single love hotel room can be

computed as 4,821 dollars or 530,323 yen monthly or more specifically at least sixty (60) dollars

(6,614 yen) per couple who would book a love hotel room.

Finally, Dodd (2004) also pointed out that an ordinary love hotel in Japan normally has

an average value of around 200 to 300 million yen (or 1.81 to 2.72 million dollars) each. He

further said that the total asset value of love hotels in Japan can be around 1.09 to 1.63 trillion

yen or 12 to 18 billion dollars. In connection with these figures, a recent article by the Tribune

Business News (2007) has reported that the highly-performing, famous, and in-demand love

hotels can accumulate at least 800,000 yen of earnings monthly whereas an average-
performing love hotel can earn 400,000 yen a month most especially in the urban areas. The

same article also disclosed that potential love hotel operations would need to have at least 200

to 500 million yen of initial capital in order to cause an erection of an entire love hotel building as

well as all the amenities, facilities, furniture, and the various appliances to be placed in the

building interior.

Interestingly, if one considers the expanse of its operations which is regarded as the

second largest industry in Japan, even far bigger and more profitable than the car

manufacturing sector, and the staggering amount of income it could generate, Dodd (2004),

citing an article from the Leisure Hotel magazine reported that, if the love hotel operators would

pay their taxes honestly and accurately, the love hotel enterprise has the potential to become

the highest tax-paying industry of Japan.

On the other hand, according to the news report by the National Post (2005), an ordinary

love hotel would normally have an average of ten (10) to twenty-five (25) rooms in one hotel

building but there some that have as many as eighty (80) rooms. The news release also

reported that considering love hotel rooms are used for at least two (2) to three (3) times daily, it

can likewise be assumed that for a love hotel with a forty (40) room capacity, it will have an

income of 245,000 dollars a month and an average profit margin of at least forty-five percent

(45%). Finally, the same article also said that an average of around 2.5 million people visit and

engage the services of love hotels around Japan every day.

In a news release by the National Post (2004), given that love hotels have a per hour

usage, its occupancy rate are as high as 260% nationwide which means that they earn nearly

double than ordinary hotels. Because of this operational set-up, the article further pointed out

that love hotels would definitely need a very fast and efficient group of hotel room cleaners for

its day-to-day operations.

 Meanwhile, in a news release by The Sunday Independent (2009), it reported that during

the global economic recession of 2009 where a multitude of the world’s largest economies

suffered tremendous economic losses which included the United States, Japan, and the United

Kingdom, it disclosed that this also had a negative impact on the conventional hotels in Japan

because the occupancy rates of these accommodations have tremendously declined during the

said period. However, in saying this, the news release pointed out that love hotels were not, in

any way, affected at all since its occupancy rates remained high and some even decided to

expand their business operations even further.

According to the news article by the Knight Ridder Tribune Business News (2006), it has

said that any interested investor to the love hotel industry can expect a very high rate of

investment returns because the typical occupancy rates for a love hotel is as high as two-

hundred percent (200%) or even more given that it offers room rates on a “per hour” basis which

results in a much higher room turnover daily. Apparently, this very high occupancy rates posted

by love hotels was in sharp contrast with the normal or conventional forms of accommodation

which typically only has around seventy percent (70%) occupancy rate per day.

Interestingly, in a news release by the South China Morning Post (2006), it has disclosed

that there would still be more love hotels in Japan even if all the outlets of the four (4) major

convenience stores (Seven Eleven, Mini Stop, Lawson, and Family Mart) would be combined

together.

On other hand, because a love hotel room can be rented on a “per hour” basis, the

National Post (2004) has reported that these business establishments can have an occupancy

rate as high as two-hundred percent (200%). Furthermore, in some major Japanese cities like

Tokyo and Osaka, for instance, it was even revealed that occupancy rates for love hotels would

go as high as 600% to 700%. A rate, that is definitely and exponentially higher than the

conventional hotels could ever achieve.

 In relation to this, in the Federation of Malaysia, an article by the New Straits Times

(2005) disclosed that the love hotels in that country would have more than a hundred percent

(100%) occupancy rates during the weekends and public holidays.

Meanwhile, in the Philippines, the article of Lowe (2013) was outstanding since it

provided numerous critical information on the socio-economic impact of love hotels situated in

the Philippines. In her piece, she said that love hotels are categorized by the National Statistics

Office (NSO), now known as the Philippine Statistics Authority (PSA) as “short-term

accommodations”. Love hotels are likewise a part of the Philippine hotel and accommodation

sector which generates at least 208 billion pesos of income to the country’s economy every

year. This same author likewise argued that the Philippine love hotel sector alone has

accumulated a staggering 43.95 billion pesos of annual income in the year 2009, which is

already around 21.1% of the total yearly revenues of the entire Philippine hotel and

accommodation industry.

She likewise stated in her article that while Filipino love hotels normally have very high

occupancy rates as opposed to conventional hotels, the month of February and December are,

in many respects, always considered as the “peak seasons” of the love hotel industry because

this are the particular periods wherein a lot of Filipino couples would flock, engage the services,

and make love inside these bizarre forms of accommodation. The author also interviewed

Edmundo Las, the Chief Executive Officer (CEO) of one of the Philippines’ largest love hotel

chains, and the former, further reported in her article that there is typically around a thirty

percent (30%) increase in the number of guests in the aforementioned months of the year.

Historical Antecedents of Love Hotels:

 Numerous literatures have already been written about the historical origins of love

hotels. Most of them, apparently, had differing accounts as to its development and evolution as

well as how it came to be the modern-day phenomenon that it is widely known today.

The study of Lin (2008), for example, can be considered as a unique literature

discussing love hotel history since it is one of the few that argued that such forms of

accommodations traced its roots and have already existed as early as the Nara Period (710 to

784 A.D.). In sharp contrast of this, however, the works of Hasan (2011), Alexander, et.al.

(2009), and Basil (2008), have all agreed that the origins of love hotels can be traced back

much later in time or more than four-hundred (400) years ago during the Edo Period (1600 to

1868 A.D.).

According to the historical narrative of these aforementioned scholars, the very first love

hotels initially took the form of specialized tea houses called deaijaya (or deai-jaya in some

studies) which offered not only afternoon tea but also bedrooms and bath houses for its guests

to have “private time” with their companions. Coinciding the existence of these teahouses were

the machai (meeting places) and sobaya (noodle houses) which were both prevalent in the then

Japanese imperial capital city of Kyoto. Similar to the deaijaya, these aforementioned business

establishments likewise offered private quarters for its guests to have some “intimate moments”

with whoever consort they brought with them.

However, it is noteworthy to point out that in the study of Caballero and Tsukamoto

(2006), they have stated that even though these places were not, in any way, connected or

were promoting the prostitution industry, these establishments have later secured a reputation

among the populace as a fertile ground for the Japanese sex industry. Thus, in effect, even

though there was no written rule or regulation prohibiting normal and legitimate couples, married

or not, from having sex in these places, they were discouraged to go to these establishments

given its perceived connection to the prostitution industry.

 In fact, West (2005) said that the reputation of these teahouses, noodle shops, and

meeting places of being related to prostitution has only encouraged numerous couples to have

their intimate moments in public parks and other open spaces like the Imperial Palace grounds

and the Inokashira Park in Tokyo. In his article, the said author cited a news report which

disclosed that many couples from all walks of life would flock to these aforementioned public

spaces at night and would later litter these places with used condoms and underwear that will

be picked up by garbage collectors the next morning.

With the abolishment of the Shogunate and the eventual restoration of political power

back to the Emperor, the Meiji Era (1868 to 1913) paved the way not only for the modernization

of Japan as a nation but also of its hotel and accommodation industry. Following the Japanese

government’s efforts to modernize the country during this period, this later led to the emergence

of Western-style love hotels dubbed as the enshuku (Hasan, 2011 citing West, 2005). According

to Suzuki (2002), this Western-looking accommodation can be regarded as the most immediate

predecessor of the modern-day love hotels because of its notable similarities in both interior

room decorations and manner of conducting business.

According to Inoue (1999), the enshukus or literally, “one-yen dwellings” were, from the

words itself, the first form of accommodations in Japan that charged on a “per hour” basis or

reportedly, one yen per hour. Apart from this, the same author said that the Western influences

on its rooms were undeniable since it boasts of Western-style furnishing, exotic designs and

paintworks, and a queen-sized bed that is normally found in European sleeping quarters. In the

study of Lin (2008), the article pointed out that the enshukus later became the preferred venues

for couples to have sex outside of their homes ever since it made its first appearance during the

Meiji Period up until the 1960s. However, Inoue (1999) also pointed out that the popularity

enjoyed by these enshukus to Japanese couples later came to a brief halt immediately after the

conclusion of the Second World War. Apparently, because of the destroyed infrastructures
caused by American firebombing raids which ravaged many Japanese cities during the war, for

a few decades following Japan’s capitulation to the Allied Forces, couples wanting to have erotic

moments in public parks have become a common norm once again.

Later on, these enshukus along with the entire Japanese hotel industry were one of the

main beneficiaries of Japan’s “bubble economy” which climaxed from the 1950s to the 1990s.

The very accelerated economic development of the country later led to an increased public

spending on leisure and recreation which then resulted in an larger demand for businesses

catered to provide entertainment. Thus in the 1970s, a hotel dubbed “Hotel Love” was opened

for business in the city of Osaka (Slavin, 2007) and another similar hotel, called “Meguro

Emperor” with a Disney-style castle exterior building likewise opened its doors to the public.

This was later followed by a multitude of similarly-styled hotels with gaudy architectures and

themed rooms all across Japan. Thus, the love hotel that is understood in the modern sense,

has finally made its presence felt throughout the entire world.

Interestingly, the Financial Times (2009) disclosed that love hotels in Japan were

previously known as “tsurekomi ryokan” or literally “an inn to bring someone to” which basically

implies that it is a place where men would bring their women. The said article also pointed out

that it was only during the 1970s where these uncanny accommodations were termed as “love

hotels”.

On the other hand, the history of love hotels in the Philippines, however, can be

considered to be very young when compared to its Japanese counterpart. According to the

article of Villegas (2011), the pioneer Filipino love hotels first appeared only during the final days

of World War II. Initially, these accommodation facilities only catered the American soldiers

stationed in Manila who patrolled regularly around the country and later desired very affordable

lodgings for their rest and relaxation. However, when the Philippines finally became an

independent and sovereign state in 1946 and majority of these American soldiers already went
back to the United States, these cheap hotels, now losing its primary customers, have later

decided to recalibrate their operations and thus offered cheap “short-time” room rental rates in

order to stay afloat in the business competition. Thus, this paved the way for these

cheap hotels to be rebranded later as “love hotels” since these business establishments soon

became very attractive for many couples to engage in their sexual (and sometimes illicit) affairs.

At the present, there are now thousands of love hotels that offer affordable short-time stay room

rates across the archipelago. Among these, the ones situated specifically in the areas of Pasig

City, Quezon Boulevard in the City of Manila, and Cubao in Quezon City within the National

Capital Region (NCR) are the most famous (or infamous) given its widespread familiarity among

the populace as well as the high concentration of love hotels situated in these areas (Villegas,

2011).

Why are Love Hotels Thriving as an Industry?:

Following the earlier discussion about the general concepts and definitions about love

hotels, it can be surmised, and it is without a doubt, that such establishments have a very

unusual way of satisfying the fleshy pleasures of its patrons. This fact, however, did not prevent

nor discouraged its growth both as social phenomena and a lucrative business industry.

Therefore, a question may then be asked: why do love hotels remain as a thriving industry?

A multitude of authors have anchored their arguments from various perspectives in order

to supply a comprehensive explanation for the aforementioned inquiry. Ranging from an

economic, cultural, practical, as well as insights from first-hand experiences and observations,

the next set of paragraphs would review the various studies and literatures that examined the

rationale as to why love hotels, despite all the controversies and issues that can be attached to

it, continues to thrive in various countries around the world.

Most notably, Jacob (2008) has opined that the fantasy element of love hotels that

permits its guests to immerse themselves in themed rooms designed to tickle their wildest as
well as most erotic fetishes and imaginations were just one of the most compelling reasons why

these establishments continue to exist and profit in the first place. In his study, he has written

that: “…(t)he feeling that one is in a place not only free from the ordinary restrictions that society

places on sexual behavior, but one is truly in a facility that is a celebration of sex.”

Interestingly, in the article of Lin (2008), it was discussed that during the golden years of

Japan’s “bubble economy” (1950s to 1990s) where it was also reported that a multitude of

karōshi (death by overworking) cases were reported on ordinary workers, the Japanese

government, in response, implemented tax deductions for companies who would dedicate some

of their corporate revenues to promote work-life balance and recreational activities for their

employees. Apparently, in the same article, Lin (2008) pointed out that these “work-life balance

and recreational activities” that these companies later pursued encouraged their corporate

workers to have a monthly, or some even weekly, visits to night clubs, beer houses, and yes, of

course, love hotels. By the end of the day, the tax deduction policies imposed by the

government to combat the alarming rise of karōshi cases has also, in effect, contributed to one

of the reasons why love hotels continued to grow, prosper, and thrive in the Land of the Rising

Sun.

On the other hand, the article of Basil (2008) was one that is both comprehensive and

unique in the process of analyzing the rationale on the very dynamic profitability and patronage

of the society towards love hotels. Firstly, it was comprehensive because his research was

largely dedicated to explore the aforementioned question and secondly, it was unique since it is

one of the few notable literatures whose discussions and examinations were anchored by using

a sociological analysis of the same.

Taking advantage of his background as a sociologist, Basil (2008) has undertaken a

sociological analysis in his attempt to provide an explanation as to why love hotels continue to

thrive in very conservative countries like Japan, China, and South Korea. In his study, he has

therefore concluded that there were three (3) reasons as to why such a phenomena and
continued patronage never ceases to exist, which are, namely: (1) more liberal attitudes towards

sexual activities; (2) concept of marriage traditions; and (3) lack of private spaces and the need

for privacy.

More Liberal Attitudes towards Sexual Activities:

Basil (2008) writes that one of the most noticeable reasons why love hotels continue to

be patronized in countries like Japan was purely due to the fact that the culture of that particular

nation has a generally more open or liberal attitude towards the erotic. In his study, the same

author further argued that Japan, since time immemorial, already has a long history of

reverence towards sex and the erotica. According to him, this fact can be traced back to the

very religious roots of the nation or most specifically to the Japanese state religion – the Shinto.

For instance, ancient Shinto texts would narrate that the Japanese archipelago was

created or was “born” because two (2) gods, namely: Izanagi (the male) and Izanami (the

female) were, one day, got curious of the “differences” in their bodies and that because of their

“mutual curiosity”, they later decided to explore the beauty of each other’s flesh and had sexual

intercourse (Egilsdóttir, 2016). And by that sexual encounter between the two (2) gods, the

Japanese archipelago was born and later came to life.

This particular ancient Shinto legend would indeed emphasize the high regard of the

Japanese people and their native religion toward sex. In the work of Egilsdóttir (2016), he also

said that the English language translation of Philippi (1968) of the Kojiki would allow a more

detailed analysis of the Japanese liberal attitudes toward sex. Thus, to wit:

“Descending from heavens to this island, they erected a

heavenly pillar and a spacious palace. At this time, [Izanagi] asked

his spouse Izanami, saying: “How is your body formed?”

She replied, saying: “My body, formed though it be formed,

has one place which is formed insufficiently.”

 Then Izanagi said: “My body, formed though it be formed,

has one place which is formed to excess. Therefore, I would like to

take that place in my body which is formed to excess and insert it

into that place in your body which is formed insufficiently, and

[thus] give birth to the land. How would this be?”

Izanami replied, saying: “That will be good.”

Then Izanagi said: “Then let us, you and me, walk in a

circle around this heavenly pillar and meet and have conjugal

intercourse.””

Basil (2008) further wrote that Buddhism, which is, until today one of the prevalent

religions in Japan has also contributed to the general openness or liberalistic attitudes of the

Japanese towards eroticism. This can be seen in the world-famous book called the “Kama-

Sutra”, which is regarded as one of the fundamental concepts of the Buddhist religion which tell

the readers of some of the best sex positions during a sexual encounter. Apparently, the same

author likewise added that the aforementioned book is now a widely read publication among

many Japanese Buddhist followers at the present.

Apart from the religions in Japan, certain Japanese traditions can also be considered as

another manifestation of the high regard by the Japanese towards sex. Again, in Basil’s (2008)

work, he also mentioned that there is a Japanese form of art called “Syunsouzu”, which is an

ancient form of comics depicting erotic images, naked bodies, and instructions on how to do
various sex positions. Most interestingly, he also said that there is an annual festival held in

several Japanese prefectures called the “Hōnen Matsuri” or literally the “Harvest Festival”, but is

more colloquially known as the “Penis Festival” to Western tourists, which is an annual feast

wherein gigantic effigies and/or statues of male penises are publicly paraded around town to

pray for fertility (Basil, 2008).

Image Source: Newsmobile India

Figure 7. The Annual Hōnen Matsuri in Japan

Indeed, by virtue of all of these aforementioned examples, Basil (2008) argued that the

general openness or liberal attitudes toward sex and the erotica, particularly in Japan, is one of

the primary reasons behind the continued prevalence of love hotels up until the present.

Concept of Marriage Traditions:

Traditions on the ancient vow of marriage is likewise another factor that contributed to

the prominence of love hotels at the present era (Basil, 2008). According to Shelley (1998),

similar to many other developed countries around the world, the concept of marriage for the

Japanese has become less appealing and attractive because it is regarded as another personal

burden or obligation that can possibly add to the already myriad of problems and responsibilities

that a single and typical Japanese adult is experiencing. This view on marriage being a burden,

according to the said scholar has later resulted to the prevalence of pre-marital sex, having

multiple partners, and in worst cases, it has also encouraged prostitution activities because

these aforementioned activities can satisfy one’s sexual urges and desires without later being

attached to the demands, duties, and responsibilities of marriage and family life. Apparently, it is

worthy to point out that all of these aforementioned activities (pre-marital sex and prostitution)

would thrive in love hotels because of the affordability, anonymity, and privacy they can provide.

Thus, another reason why these freakish hotels continually prosper as a business enterprise at

the present.
Lack of Private Space and the Need for Privacy:

With a five (5) trillion-dollar Gross Domestic Product (GDP) by nominal value, Japan is

the third largest economy in the world (International Monetary Fund, 2018). However, despite

securing a reputation as one of the world’s most economically successful countries, space and

privacy is ironically a valued but a rare commodity in this highly-developed nation (Basil, 2008).

Having an approximately 126 million inhabitants (Statistics Bureau of Japan, 2016)

within a 377,973 square kilometer land area that is roughly the size of the entire State of

California (Geospatial Information Authority of Japan, 2018), Japan is one of the most crowded

and densely populated areas in the world (Knight Ridder Tribune Business News, 2005).

Moreover, the Tokyo Metropolitan Area, which boasts of a 38 million total population, is likewise

the most populated urban metropolis on the planet (United Nations, 2017).

It is because of these reasons that space and privacy, not only for normal living

activities, but also for satisfying sexual pleasures, is something that is usually sought after by

the typical Japanese. According to Smith (2004), the highly-developed but overly-populated

scenario in Japan has later led to the prevalence of very small apartments tightly packed or

grouped together in one ordinary street block. Moreover, Basil (2008) citing Moran (2005) has

likewise noted that the high costs of living expenses in Japan has discouraged many Japanese

young adults from living separately with their parents and this has resulted to many Japanese

families with all three (3) generations (grandfather, father, and the son/daughter) living together

all under one roof.

Now, the problem with this usual set-up was that, according to the aforementioned

scholars, a typical bedroom in an ordinary Japanese small apartment is usually separated only

by paper screens which are also not soundproof (Hasan, 2011 citing Bornoff, 1991).Thus, in a

very crowded country with residential homes/apartments that houses three family generations
and are only separated by very thin walls or paper screens, the need for a place for the most

intimate act of them all is indeed essential (The Windsor Star, 1989). And this lack of privacy in

crowded Japan was what according to Moran (2005) as cited by Basil (2008) led to the growth

and continued prominence of love hotels in that country. Couples would then go out of their

crowded and thinly-walled residences and book a love hotel room to escape the usual and then

satisfy their most erotic urges with their much-needed privacy (Hasan, 2011 citing Bornoff,

1991).

Incidentally and in connection with this, according to the research of Edwards and Booth

(2001), they found that the need for a private space for sexual intercourse would increase in

places that has a more-than-the-usual level of crowded conditions. Moreover, Bornoff (1991)

has pointed out that since multiple family generations would typically all live under one roof in

Japan, these then has encouraged couples to seek the services of love hotels as their private

“havens for sexual intercourse”.

Finally, according to the National Post (2004), since space and privacy remain a scare

commodity in many countries like Japan, this would be a compelling reason as to why love

hotels would continue to enjoy a strong and loyal consumer market in the next two to three more

decades.

Uniquely Memorable Experience:

The unique memorable experience brought by love hotels and in its themed rooms was

where Pine and Gilmore (2000) have centered their arguments in providing an explanation

about the thriving love hotel industry. According to them, love hotels have, and will continue to

be patronized by couples around the world because they have a significant competitive

advantage compared with the other conventional forms of accommodation given that they offer

a very unique and memorable experience to its guests through its adaptation of “themed” rooms
that allows customers to live out their sexual fantasies and fetishes. The same authors have

also said that the love hotel’s proliferation of sex toys and other similar sexually-charged

paraphernalia would likewise add to the unusual but truly sought after experience by the usual

patrons of these outlandish hotels.

The accommodation and hotel industry, which the love hotels are currently a part of,

thrives within the confines of what Pine and Gilmore (2000) calls as the “experience economy”.

In their study, they argued that hotels and other similar forms of accommodation can only thrive

if they can manage to deliver a breathtaking experience to its guests for every hotel visit.

Moreover they further pointed out that “authenticity is the central feature of experience economy

people” and from this context, given that love hotels has already perfected the art of letting its

guests be immersed and indulged in its overly-decorated themed rooms such as, for instance,

rooms made to look like dungeons, hospital clinics, and space ships, that previously existed

only in their guests’ fantasies before, this was Pine and Gilmore’s (2000) logic when they said

that love hotels would continue to thrive as a lucrative industry. These freakish hotels can

deliver an authentic, but breathtaking experience to its customers.

These research findings were complemented and likewise further supplemented by the

article of Williams (2006) who stressed that love hotels provide “escapist activities” for couples

to engage in sexual intercourse and these aforementioned “escapist activities” according to him

would: “…involve both active participation and immersion…allowing participants to create new

identities and realities for themselves.”

Role of Media:

Alexander, et.al. (2009) have quite a unique perspective in their attempt to explain the

thriving nature of love hotels. In this specific article, they anchored their arguments from a mass

media perspective and then the others from the perspective of the internal operations of the
love hotels themselves. Indeed, countless literatures have already proven the undeniable role of

the media in influencing the culture and mentality of a particular society.

Thus, according to the aforementioned scholars, the incorporation and/or integration of

the concepts and about sex, sexuality, as well as the erotic themes and activities into the

mainstream media of today such as movies, television, radio and newspaper has later led to the

more liberal attitudes or general openness of the modern society towards sex. Further in their

study, they persuasively argued that unlike before where people considered sex as a taboo or

embarrassing topic that is forbidden to be discussed in public, or should only be tackled in

private, the recent phenomenon of sex being an integral part of mainstream media has also

made the same a normal part of the daily and ordinary interactions among people nowadays.

Furthermore, Alexander, et.al. (2009) have likewise stated that since the media is one of the

most effective means of consumer marketing, the integration of sexual concepts on mainstream

media has likewise positively influenced the consumer patronage on love hotels.

Attractiveness due to its Secretive Environment:

On the latter part of their article, Alexander, et.al. (2009) have also pointed out that aside

from offering a private space for couples to engage in sexual intercourse, these scholars have

likewise said that the high emphasis on anonymity within the love hotel premises is another

pivotal feature that has attracted couples to patronize this freakish form of accommodation.

While it can be assumed that it is without a doubt that love hotels cater to “normal couples” such

as those who are in a romantic relationship or those who are married, it cannot also be

discounted that there will be people/couples in an illicit affair that will engage the services of

these love hotels. In patronizing these hotels, Alexander, et.al. (2009) have said that these

cheating and illicit couples would definitely take advantage of the love hotel’s environment

highly anchored on both secrecy and anonymity.

Purely for the Celebration of Sex:

Anchoring the article’s arguments from an anthropological perspective, Lin (2008)

stressed that love hotels have and will continually be frequented because it permits for the

consummation of sexual intercourse purely for the simple and abstract celebration of the same

as well as the satisfaction of one’s physical desires without being connected to the related

concepts on procreation and intrusion of one’s private space.

The Novelty Aspect:

In their attempt to argue the thriving patronage rate of love hotels around the world, sex

therapists Amanda Pasciusso and Kimberly Resnick Anderson (2018) both argued that love

hotels and even conventional hotels remains attractive to numerous couples wanting to have a

sexual encounter because of the novelty aspect of the said establishments.

According to the Merriam Webster Dictionary (2019), it defined “novelty” as: “something

new or unusual” and “something that provides often fleeting amusement and is often based on a

theme…” Following from these definitions, for Pasciusso and Anderson (2018), love hotels

continually thrive as a profitable business enterprise because it allows couples to experience

something new or out-of-the-ordinary from their usual lives, to escape the bland and boring

nature of their hectic schedules, and to also take the opportunity to explore new surroundings

for themselves.

These experiences, according to them, amplifies the novelty experience of romantic

couples. Anderson (2018) himself further added that experiencing novelty would also trigger the

release of dopamine, a chemical released by the brain that induces happiness and satisfaction

which can lead to the enhancement of an individual’s libido or sexual drive.

On the other hand, another sex therapist by the name of Eric Marlowe Garrison (2018),

likewise said that since love hotels are sexually-charged by nature due to its themed rooms that
are completely equipped with all the sex toys and other similar paraphernalia, he pointed out

that this particular characteristic can make sex in love hotels more appealing and attractive to

couples and can even make them “more adventurous” during sexual intercourse.

Whereas Laura McGuire (2018) has discussed that booking a love hotel room allows

couples to escape the hectic nature of their daily lives and provide them with a relaxing feeling.

She further argued that, because of this, the romantic feelings and sexual excitement of couples

having sex in love hotels could improve and exponentially accelerate.

Expensive Real Estate Prices:

Johnson (2005) has explained that the overly-expensive prices of land, houses, and

other forms of real estates in Japan can be considered as the primary cause that would explain

why love hotels are a popular business enterprise in the said country. According to his article,

because of the very unaffordable Japanese real estate industry, this has forced many Japanese

families from multiple generations to all live under one roof. The very crowded nature of these

typical Japanese family residences, considering also the fact that the said houses are only

separated by very thin walls or sometimes, only just paper screens, has prompted many married

and young couples to seek a place where they can do their erotic activities at peace, in secret,

and in private.

A Human Nature:

In various articles by Rappler (2013), The Washington Post (1990) and The Sunday

Independent (2009), they all argued that love hotels, as an industry, would continue to be

patronized and perhaps may never go out of business because these establishments are, by
nature, primarily provides a private space allowing couples to engage in sexual activities. These

articles further said that sex or love making is a “basic human need”, “a timeless human

endeavor” and a “recession-proof industry” that defines the very nature of humanity itself.

Therefore, they opined that sex is something that can never be removed in the collective

realities of every individual in the world. Thus, as long as people would want to have sex, all

love hotels will likewise continue to thrive, prosper, and be patronized by many.

Most interestingly, in connection with this, according to an article by the Tribune

Business News (2010), it reported that since love hotels is generally associated with one of the

most basic human desires, which is the act of sexual intercourse, the love hotel industry can

virtually be regarded as “recession-resistant” since people by nature, will and shall always

engage in sex. Moreover, the same article also mentioned that old and aged love hotels can

have an operating profit margin of around twenty (20) to thirty (30) percent while the newer ones

will have an average of between forty (40) to sixty (60) percent.

Specifically, in Japan, The Telegraph (2014) has also reported that the highly

demanding and rigorous working environment of that country coupled with the Japanese culture

on conformity as well as their very crowded living conditions were the reasons why the love

hotels are strong and lucrative as an industry since said establishments provide the basic

human needs of private space and allowing intimate acts among couples. Moreover, these

aforementioned places, according to this news release, also permits “mental escape and play”

among its guests and couples patronizing it.

According to Tribune Business News (2007), the unique and otherworldly nature of love

hotels attracts couples because it gives them not only amusement but also a sense of exoticism

that tickets their tastes, curiosity, and excitement in their interactions to have sex.
 Sex therapist Sara Nasserzadeh (2018) has mentioned that given that the majority of

love hotels have soundproof rooms, its usual patrons have liked the idea that they can freely

moan as loud as they want and freely express their pleasure while in the middle of sex.

Likewise, she also stressed that since love hotels operate in an anonymous environment with a

strict “no-ask-no-tell” policy, it can lower the feelings of inhibitions and anxiety among couples

who are either first timers in a love hotel, virgins, or ones that are in an illicit relationship.

Despite of the willingness of the Japanese people to engage in recreational and fun

activities, a news article by The Daily Yomiuri (2006) disclosed that love hotels are a profitable

and thriving business industry in Japan due to the lack of entertainment places that are

available to cater to the needs of people seeking an “escape” from work and daily life demands.

Due to the overcrowded conditions of Japanese residential houses brought about by a

very expensive real estate prices, a news release by the International Herald Tribune (1992)

has pointed out that love hotels are just one of the many solutions of the Japanese people to

the phenomena of “agoraphobia and claustrophobia in Japan” since they provide a private

space for erotic encounters whether for licit and illicit couples alike.

Interestingly, according to a news release by The Times (2009), as long as a normal

Japanese residential home would remain overcrowded and the human instinct for sex remains

the same (which is apparently, not likely to change), love hotels will and shall continue to thrive

and be patronized by the people in the society.

Meanwhile, in a news article by the Calgary Herald (2007), it disclosed that one of the

reasons why love hotels remain a thriving and lucrative industry was because of its nature of

primarily offering short-stay accommodations to couples. In the same news release, short-stay

accommodations or rooms that can be rented by the hour would actually generate more profit

than conventional hotels that charge on a “per night” basis because it would result in a
substantial increase in the turn-over of guests and a higher occupancy rate per day. Therefore,

this can translate to a more dynamic and free cash flow for the said business because a single

love hotel room can be rented three (3) to four (4) times or maybe even more, for a single day.

In relation to this, according to the industry magazine, Leisure Hotel (2004), love hotels

are so profitable that they have a 260% occupancy rate in Japan, which is way above the

occupancy rates of conventional hotels and other similar forms of lodging.

According to the Financial Times (1997), the very affordable room rates of love hotels as

well as its nearly comparable luxury and amenities to conventional hotels makes it a worthy

investment and an irresistible must-go experience for many couples who desire to turn up the

heat in their relationships.

Considering all the aforementioned reasons as to why love hotels are thriving and would

continue to prosper in the future, it is without a doubt that love hotels are so popular at the

present. In an article by Hardy (199), he narrated that love hotels in the Shibuya District of

Tokyo were so in-demand that he and his wife had a hard time finding a vacancy.

In an article by The Times (2009), it argued that given the very affordable room rates of

love hotels and its inherent attraction toward the lower and middle class as well as the

miserable quality of life will lead people from these aforementioned socio-economic classes to

go and engage the services of love hotels in order to escape their harsh reality and difficult

socio-economic conditions.

Given the booming tourism sector of Japan which led to a tremendous lack of

accommodation facilities in various Japanese cities, a news release by the South China

Morning Post (2016) has reported that Chinese tourists who visited Japan were forced to

engage the services of love hotels because of their very cheap room rental rates. Alternatively,

this article likewise reported that as long as Japan would continue to experience an
unprecedented increase in its tourist arrivals, the occupancy rate in love hotels would continue

to soar whether its guests are out for a sexual encounter or not.

On the other hand, an article of The Independent (2004), said that love hotels have

remained competitive and will continue to thrive because these hotels, by nature, offer “luxury at

an affordable price”. Even though its room rates are regarded as very cheap, this news release

pointed out that its room amenities are almost at part with the quality and glamor of the more

expensive conventional hotels.

Most notably, according to a news report by The Gazette (1995), love hotels are a

prospering business enterprise not only because it provides a recreational private space to its

customers but the themed rooms and ambiance that it offers is a form of art that not only tickles

the erotic fetishes and imaginations of couples but also fascinates them given the elaborate

creativity and artistic value that are attached and present in these love hotel rooms.

Love Hotels versus Places for Prostitution Activities:

Although there have been numerous studies and/or instances where love hotels have

been linked to prostitution, it should be considered that sometimes, the love hotels are merely

the chosen venue of these illicit activities given that the same emphasizes both anonymity and

privacy in its normal hotel operations. However, while indeed, love hotels are an integral part of

the larger sex industry, it is not, in any way, and for all of its intents and purposes, a business

establishment that promotes and/or encourages prostitution activities similar to the ones

marketed by a brothel, strip club, cabaret, or a nude bar. Thus, the business operations of love

hotels and prostitution activities are purely independent issues that should be regarded

separately given that love hotels are only for the fleshy sexual activities of two (2) consenting

individuals strictly for the satisfaction of their sexual pleasures with absolutely no element of sex

in exchange for monetary remuneration or any other form of material compensation.

 The work of Alexander, et.al. (2009) was one of the few studies that examined how love

hotels would differ as opposed to typical places of prostitution such as brothels, cabarets, strip

clubs, nude bars, and the like. In this study, the said authors, while citing the articles of Brents

and Hausbeck (2005) as well as Ford and Wirawan (2005), have argued persuasively that the

operations of a love hotel industry is entirely different, separate and distinct, from how a

“brothel” would conduct its normal business operations because such bizarre hotels have

primarily intended and marketed themselves to cater only for consenting and willing romantic

couples desiring to satisfy their erotic urges without an expectation for any monetary or material

compensation afterwards, as the case may be. Moreover, the same scholars have likewise

stated that love hotels cannot be a part of the prostitution industry because these hotels do not

provide nor hire resident prostitutes or “sex for hire” personnel such as call boys, call girls and

harlots as part of its employee ranks or labor force (Alexander, et.al. 2009, citing Clift and

Carter, 2000).

Finally, it is also notable to stress that, there is likewise no significant actions on the part

of love hotels that they promote, directly or indirectly, expressly or impliedly, written, verbal or

non-verbal, any activity involving sex for hire, prostitution, or any other similar acts analogous to

the foregoing.

Interestingly, in an article by the Cities Guide (2007), it said that while love hotels have,

without a doubt, incorporated erotic and sexually-suggestive themes and objects within its

premises that clearly promotes the idea that “sex is play” is the main mantra of these

establishments, they are, however, not brothels or any place where prostitution activities are

directly promoted.

Meanwhile, according to a news report by The Telegraph (2014), love hotels, by nature,

are definitely not brothels, but primarily a place where one can have sex, satisfy their erotic

fantasies and escape the usual monotony of their daily lives. Moreover, the article has further
added that these exotic places, apart from being secretive and very private given that it is

primarily intended for fleshly pleasure, can also be an avenue or an outlet for romantic couples

to relax, eat food, sing karaoke, and have parties between themselves.

On the other hand, a news release by The Independent (2011) pointed out that love

hotels are usually misunderstood by the society since they are often mistaken to be yet another

form of brothel or any similar place for prostitution. This, however, according to the article, is an

erroneous connotation or stereotyping about love hotels because, while it is true that the flesh

trade would sometimes take place in these bizarre hotels, these establishments, however, does

not promote the conduct of prostitution activities as it is never a part of their normal course of

business operations. It should likewise be considered that love hotels do not hire prostitutes or

similarly-related sex workers in their employee ranks.

In connection with this, according to the Winnipeg Free Press (2006), love hotels are not

brothels but merely a response to the basic human need for sex and intimacy in a private space

where couples can be left undisturbed. Likewise, The Times (2016) share the view of the

aforementioned news article because it also said that love hotels are indeed not brothels but

because of the anonymity present within its premises and its highly secretive nature, it is

preferred, most of the time, by the prostitutes to conduct their trade.

Finally, the Financial Times (2007) has reported that the existence of love hotels can

now be regarded as an undeniable part of the “cultural fabric” of modern-day society. However,

despite of their sexually-suggestive hotel names and business operations catering to the

erotica, it is not in any way a part of the prostitution trade or the sex industry itself because they

are, by the end of the day, just establishments that merely provide short-term accommodations

to a specific target market – which in their case, the romantic couples desiring for a private

place to have sex.

 The following table below would summarize the notable differences between a love hotel

and the places where prostitution activities are conducted:

Love Hotels Places for Prostitution Activities

1.) Love hotels are business establishments that 1.) Prostitution, sex for hire, or the flesh trade is
does not promote and/or encourage any form the centerpiece activity that would general
of prostitution activities similar to the ones characterize the typical day-to-day business
marketed by a brothel, strip club, cabaret, or a operations of brothels, strip clubs, and nude
nude bar in its normal daily operations. The bars.
love hotels are merely establishments that
aims to provide short-term accommodations to
a specific target market – which in this case,
the consenting and willing couples desiring to
satisfy their erotic urges purely for the
celebration and thrill of sex per se, without an
expectation for any monetary or material
compensation afterwards, as the case may be
(Alexander, et.al., 2009).
2.) Love hotels does not provide nor hire resident 2.) Resident prostitutes, “sex for hire” personnel
prostitutes or any “sex for hire” personnel such such as call boys, call girls, and harlots are a
as call boys, call girls, and harlots as part of its huge and important part of the employee
employees or labor ranks (Alexander, et.al., ranks of brothels, strip clubs, and nude bars.
2009 citing Clift and Carter, 2000).
Table 2. Differences between Love Hotels and Places for Prostitution Activities

Love Hotels in Other Parts of the World:

Love hotels are a global phenomenon. Their presence, as well as their freakish nature,

is felt in a multitude of nations around the world. While it is true, as earlier pointed out,

that love hotels have indeed originated from Japan, the success and popularity of the

said hotels in this country has only prompted different countries and other cultures to imitate this

Japanese invention and later bring it to their own native places. To this date,

numerous love hotel industries are now present in South Korea, Brazil, Argentina as well as the

Philippines to name a few. Although the love hotels in these countries can be regarded as

reminiscent to its Japanese counterpart, it can likewise be observed that these hotels outside

Japan have, in many respects, been "localized" by the native owners of these establishments to

cater and tickle the local cultures and preferences of the people from the country where it is

situated.
 In fact, according to the study of Hasan (2011), love hotels that are strikingly similar to

the Japanese style can likewise be found in the island of Taiwan specifically in the areas of

Taichung, Kaoshiung, Taipei, as well as other prime locations of the country. The same author

has also cited a 2005 news release by the Taipei Times wherein it said that while the concept of

these unusual hotels was pioneered by Japan in the 1960s, it is the opinion of this newspaper

company, through its article, that Taiwan is in the best position to erect the “most luxurious love

hotels” in the industry that would make this small island a global center of the love hotel

business earning billions of dollars in the process.

Meanwhile, a similar news feature was later released by the Cable News Network

(CNN) on 2018. In their news release, several forms of accommodation in America, specifically

in Las Vegas, Nevada, were observed to have features and amenities that are similar, if not,

totally the same from the love hotels made famous by Japan. Apparently, in this Las Vegas-

based love hotels, the news article reported that there were complimentary copies of the Kama

Sutra as well as contraceptives and sexual paraphernalia such as condoms, lubricants, and

vibrators that were found inside the love hotel rooms.

Interestingly, in another article by Harrison (2017), he pointed out that, unlike in Asian

countries like Japan, only a small number of American love hotels or as they called it there, “no-

tell motels”, offer the “short-term stay” or “per hour” accommodation rates. The same author

also said that while the United States is a global leader in promoting a more open or liberal

attitudes towards sex and the erotica through its gigantic propaganda machine and media

arsenal like the Hollywood, the American society, however, still has a “relatively puritanical or

conservative perception” towards these love hotels compared to the wider acceptance that

these hotels would enjoy in Japan and other nations of the Orient.

Meanwhile, the news article by Mitchell (2016), she pointed out that aside from the Asian

countries of Japan, South Korea, and Taiwan, there are also love hotels in the Western
countries such as the United States, the United Kingdom, and Canada. In her piece, she

enumerated some of the most famous love hotels in the aforementioned Western countries that

are known to provide its guest couples the chance to make their fetishes and erotic fantasies a

reality. Further in the same article, Michell (2016) described that British, Canadian, and

American love hotels, similar to the ones in Japan, also have a discreet entrance, “themed”

rooms, and available sex toys within each love hotel room. What is strikingly interesting though

was that, in this specific news release, the said author has also mentioned that this Canadian

love hotel based in Toronto dubbed “The Drake Hotel” has this what they call “Pleasure Food

Menu”, which is very unique even by Japanese standards where love hotels originated. In this

“Pleasure Menu”, guests can only order chocolate and/or chocolate-based products probably

because the cocoa, were the chocolates are made from, is known to prompt the human brain to

release the body chemicals like dopamine and serotonin which lets people to feel more in love.

Brazilian Love Hotels:

In a country where prostitution itself is considered legal, the sex trade and love industry

in Brazil have collaborated a long time ago to have a bigger and more profitable business

industry. Prostitutes are, apparently, found to be an integral part of the employee ranks of

Brazilian love hotels and the flesh trade is, by itself, and for all its intents and purposes,

constitute as one of the services provided in the love hotels of this Latin American nation.

According to an article by the International Business Times (2013), when Brazil was undergoing

major preparations for their hosting for the 2014 FIFA World Cup, the Brazilian government has

requested all love hotel owners in their country to welcome not only their usual romantic couple

guests but also a more diverse set of customers in their hotels such as scores of families and

backpacker travelers who are all assumed to be football fans from around the world visiting

Brazil for the World Cup.

 Most interestingly, since prostitution is, as earlier pointed out, legal in Brazil, the same

article also disclosed that the owners of these love hotels as well as the labor association of

Brazilian prostitutes have likewise sponsored free English crash courses in Southeast Brazil so

that the Brazilian prostitutes would be able to properly communicate and satisfy the sexual

cravings of the football fans and players from different regions of the planet who would flock to

Brazil for the said event.

On the other hand, The Charleston Gazette (2013) has reported that the fact that

prostitution is legal in Brazil can only be considered as an “icing on the cake” of the Brazilian

love hotels since the features and amenities of these love hotels can compete with the world-

famous Japanese counterparts. According to this news article, love hotels in Brazil, also prides

itself with themed rooms, vibrating beds, free condoms, sex toys, and an environment where

secrecy and anonymity is supreme since customers, similar to the practice in Japan and South

Korea, can book their rooms and check-in the hotel without making any face-to-face interaction

with any hotel staff or other hotels guests in the process.

South Korean Love Hotels:

According to The Gananoque Reporter (Online) in 2015, it disclosed that the hosting of

South Korea for the 1988 Olympic Games has prompted the country’s government to implement

very lax standards in issuing hotel permits to business owners in order to address the assumed

serious accommodation shortage back then. However, when the said Olympics finally ended,

many of these hotels later converted into love hotels since they cannot compete with the bigger

and more luxurious hotel companies in the long run.

Apparently, the same article also pointed out that because of the more liberal attitudes of

South Koreans towards sexuality and sexual acts that is promoted through its media like movies

and television drama shows as well as the recent economic boom of their economy, this has
encouraged an increased consumer spending among the South Korean populace on

entertainment and recreation which, in effect, would explain or provide the rationale behind the

continued patronage to South Korean love hotels at the present.

Malaysian Love Hotels:

The article by the New Straits Times (2005) gave the world a rare overview on the

nature and operations of Malaysian love hotels. According to this news release, while Malaysian

love hotels also caters to backpacker travelers with no intention to have a sexual encounter with

anyone, the owners of these uncanny hotels have admitted that a huge percentage of their

patrons were still “unmarried couples” desiring to satisfy their erotic cravings.

The article likewise disclosed that most of these Malaysian love hotels would offer rates

between twenty (20) to thirty (30) Malaysian Ringgit (RM) for a short stay, typically for three (3)

hours and an overnight stay rate of between fifty (50) to a hundred (100) Ringgit. Finally, the

news release also mentioned that love hotels in Malaysia are enjoying a 100% occupancy rate

on weekends and public holidays wherein most of their guests couples are teenagers in a

relationship or most controversially, even students still donning their school uniforms.

Cuban Love Hotels:

An article by the Express (Online) in 2007 has reported that the country’s declining

population and housing shortage problems has recently prompted the Cuban government to

bring back state-sponsored love hotels in order to encourage intimacy between couples and

hopefully, accelerate the nation’s birth rates back to life once again. Apparently, this same news

report has also stated that many couples in Cuba are living in extended and highly crowded

family houses and thus, depriving them of the privacy they need to do the most intimate of all

acts. Moreover, this news release likewise said that there was even a report that some divorced

Cuban couples were later forced to still live under one roof because of the country’s very dire
housing shortage concerns. However, the news report also pointed out that it is also very

unlikely that the government would be able to encourage sexual intercourse among Cuban

couples through this re-introduction of state-sponsored love hotels because of their current

economic problem as a nation. Apparently, with the median salary of an average Cuban

employee being only twenty-five (25) dollars per month and the on-going love hotel room rate of

more than eight (8) dollars for only a three (3) hour stay, even if let us say that the Cuban

government would cause the erection of a multitude of love hotels all throughout the country, by

the end of the day, such investment may only prove to be worthless if an average Cuban

salaryman would find it too expensive given his/her very meager monthly earnings.

Taiwanese Love Hotels:

Like what has transpired in South Korea, Alexander, et.al. (2009) have also identified

that the increasing openness or more liberal public perceptions towards sex because of the

influence of the mass media (e.g. movies, television, and magazines) were one of the reasons

why the Taiwanese love hotels can draw most of its strength. Furthermore, the said authors also

said that specific in a Taiwanese setting alone, the Chinese culture wherein public displays of

affection (PDA) is frowned upon is yet another reason why love hotels were introduced in

Taiwan because Taiwanese couples are desperately looking for a private space where they can

do the most intimate acts of showing affection. The anonymous and secretive environment were

also identified by the aforementioned scholars as another attractive factor for Taiwanese

couples since many couples in this country prefer to have sex without their identities being

compromised.

Philippine Love Hotels:

In the Philippines, the Hotel Sogo and Victoria Court are just one of the many hotel

companies that can be considered as “love hotels” given that these hotels are generally known
to offer short-time stay accommodations rates of typically two (2) to three (3) hours for its guests

(Lowe, 2013). Moreover, in the article of Villegas (2011), he also mentioned that Metro Manila

enjoys the highest concentration of love hotels in the country, specifically in the areas of Manila,

Cubao in Quezon City, Monumento in Caloocan, Pasay, Pasig, and Quezon Avenue. The same

author also mentioned in his piece that the common clients of these love hotels are Filipino

dating couples who either engage in pre-marital sex, adulterous couples, and finally the

prostitutes and their clients.

Miscellaneous Issues and Challenges of Love Hotels:

As has been previously discussed earlier in this chapter, it would be both irresponsible

and an understatement to say that the socio-economic impact of love hotels from an economic,

social, political, and cultural point of view is inexistent. Indeed, it is still very astonishing, even

from a layman's perspective, that despite its sexually-charged nature, the ability to influence and

significantly contribute to various national economies as well as the global sex industry per se of

the love hotel industry has, without a doubt, already achieved the best possible outcome in the

different echelons of entrepreneurial success. However, just like anyone and anything else in

this imperfect world, the love hotel industry, despite its impressive economic capability, is not

devoid of any issues and controversies. Ironically, its sex-related character, the trait that made it

a global phenomenon in the first place, can also be regarded as the catalyst of the numerous

issues and controversies that the love hotel industry has confronted and continually haunts it

until the present. Therefore, the next set of paragraphs would discuss the miscellaneous issues

and challenges that is currently associated with love hotels.

Invisibility on Tourist Guidebooks and Online Booking Websites:

According to an article by the Chicago Tribune (1997), probably as another way of

maintain its anonymous and secretive environment in its daily operations, the same article
reported that the locations and addresses of Japanese love hotels are normally not found in

major tourist guidebooks or online booking websites in the world wide web. Thus, while these

freakish hotels are part of the mainstream consciousness of the society, both Japanese locals

and foreign tourists alike have to personally locate these freakish hotels on foot to know the

exact locations and addresses of these love hotels should they later decide to engage the

service of one specific love hotel.

Tax Collection Problems:

Meanwhile, according to the news article by the Onegai Kaeru (2015), they said that the

very high value placed by love hotels on anonymity has encouraged many of these freakish

hotels to adopt this practice of not issuing receipts or sales invoices to their customers, since, it

is again, one of their measures to further protect the identities of their customers from being

compromised. However, the same article likewise argued that this form of practice, while it

would indeed be helpful to the secretive nature of love hotels, can likewise lead to potential

problems on the tax collection efforts of the national government. Apparently, the same article

has pointed out that the government had a hard time levying the correct amount of taxes for

love hotels not only because of its non-issuance of official receipts but also to the very secretive

nature of its business operations per se.

Most interestingly, similar to what has happened in Japan, its business operations

anchored on complete anonymity and non-issuance of official receipts or sales invoice, has also

made Argentine tax officials to have a hard time in trying to determine the correct amount of

taxes that can be levied from these love hotels in favor of the government (Seattle Times,

1992).

Utility Cost and Collection Concerns:

 Most notably, the Calgary Herald (2005) has also said that utility companies (such as

water, electricity, cable television, and telephone) were also reported to have met challenges in

trying to determine and/or monitor if these love hotels are paying the right utility bills according

to their monthly consumptions because these establishments have placed a high value on

secrecy and complete discretion. This news release has likewise added that it is entirely

possible that love hotels might be consuming more utility services than actually charged against

them because these freakish hotels’ daily operations are, by nature, always kept under wraps

by the management. However, the bigger problem about this, was that, the said utility

companies would have a hard time proving these allegations, thus, it is possible that they have

incurred potential loss of income already.

Additional Accommodation Facilities for the Tokyo 2020 Olympics:

On the other hand, Khan (2018) is one of the few authors who wrote about the

immediate and most recent issues faced by love hotels. According to him, since Japan is

scheduled to host the 2020 Olympics in the capital city of Tokyo, the national government has

already undertaken momentous steps for the conversion of these Tokyo-based love hotels into

conventional lodgings in order to add to the accommodation capacity of the capital given the

anticipated increase of tourists for the said event.

In connection with this, according to an article by The Australian Financial Review

(2015), the love hotels became targets of this recent government initiative both because they

were numerous in Tokyo, which could mean love hotels could undoubtedly fill the need of

accommodation during the Olympics next year, and secondly, it is the view of the Abe

administration that they are easy to be converted into regular hotels.

Meanwhile, according to The Times (2016), the Japanese Chief Cabinet Secretary

Yoshihide Suga believes that if these Tokyo-based love hotels would be successfully converted
into normal hotels, he assumed that accommodation facilities for an additional 28 million tourists

going to Japan for the 2020 Olympics can be thoroughly provided.

Clientele Coming from the LGBT Community:

Most interestingly, in an article by the Tribune Business News (2007), it disclosed that

there were several instances were homosexual couples, usually the male ones, were denied to

book a room in a love hotel because, some of these uncanny hotels have this policy that they

would only welcome straight couples within their premises. The same news report also said that

these gay couples are normally denied to enter love hotels because they are usually regarded

by the hotel management as either voyeurs or potential robbers merely disguising as

homosexuals and thus, could potentially compromise the safety of the guests of the love hotels.

In a similar news report, the South China Morning Post (2008) has reported that scores

of homosexual couples have protested and demanded “equal treatment” before the building of

the national association of love hotels so they too can also be given the same level of access

and privileges that straight couples enjoy when using these kinds of hotels. They argued that

gay couples, like any other hotel guests, should be regarded with a similar respect and

treatment as love hotels would do with their other patrons.

Japanese Love Hotels not being “Tourist Friendly”:

It is also interesting to note that, specifically in Japan, the Financial Times (1997) has

reported that most Japanese love hotels, especially in the rural areas, were not exactly “tourist

friendly” because the built-in monitors that would cater to the selection and booking of hotel

rooms as well as the hotel staff hiding behind the frosted glass were mostly not conversant in

the English language.

Filled to Maximum Capacity in Major Urban Areas:

Meanwhile, according to the article of Hardy (1990), it was said that love hotels are

typically filled to its maximum capacity and usually have no vacancies. In the aforementioned

work, the author reported that love hotels in the Shibuya district of Tokyo were so in demand

that he and his wife had a hard time finding a vacancy.

Issues Concerning Efficiency in Business Operations:

Unlike in other countries, The Charleston Gazette (2013) has previously reported that

Brazilian love hotels have very low occupancy rate and would experience optimal operations

only during the common peak seasons such as, to wit: Christmas, New Year, and Valentine’s

day. The said report likewise disclosed that love hotels in this particular country had a hard time

keeping efficiency in its daily delivery of services since Brazilian love hotel rooms are rented by

the hour, and as such, rooms must also be cleaned and sterilized immediately after each

occupancy. The daunting task of room cleaning and sterilization by the hour was, apparently,

something that the skeletal work force of Brazilian love hotels cannot undertake given their hotel

staff was very few in number owing that these local hotels could not afford to hire more

employees since they, as already pointed out, have low occupancy rates.

Challenges on Recovering Initial Investments and Capital:

Specific in the Philippine setting, on the other hand, the article of Lowe (2013) has

disclosed that Filipino love hotels is, although considered to be a thriving and lucrative industry,

also facing numerous challenges that are common in other business enterprises in the country

such as high electrical and/or utility costs and the burden of paying wages and numerous work

benefits to hotel employees. In an interview by the aforementioned author to Edmundo Las, the

Chief Executive Officer (CEO) of Hotel Sogo, this kind of scenario makes it difficult for love hotel

operations to recover the investments they made in erecting a love hotel in a particular area.
The Filipino entrepreneur said that at the present, the return of investments can be recovered in

a decade or so, whereas before, several years ago, love hotels in the Philippines can recover

their initial investments in five (5) to seven (7) years only.

Summary and Conclusive Statements:

Therefore, from the concepts and findings that were discussed above, the following

conclusive statements can be drawn:

1.) As far as the multi-disciplinary study of urban and regional planning is concerned, a

multitude of issues, controversies, and challenges are currently associated with the

love hotel industry. These aforementioned issues would revolve around the latter’s

zoning and spatial impacts, the legal, social, customary, and morality issues and

controversies that are associated with it, and the current challenges concerning a

love hotel’s investment prospects and community acceptability in relation to real

estate value;

2.) While considered as a form of lodging, love hotels are, in many respects, still

separate and distinct from conventional forms of accommodation (e.g. hotel, motel,

and hostel) since its primary purpose, by the end of the day, is still to provide

couples a private space to have a sexual encounter;

3.) There is currently a lack of significant studies and ethnographic researches about

love hotels most especially in the field of hospitality management;

4.) In general, it can be said that a love hotel is a form of accommodation that can be

rented by the hour with the primary purpose of providing a private space for couples

to have sexual intercourse;

5.) A love hotel is a business establishment that is anchored on the fulfillment of one’s

erotic fantasies. Its exterior building designs are unique but outrageously decorated

and it likewise has themed rooms designed to tickle the sexual fetishes of its guests.
 Moreover, sex toys, costumes, and other sex-related paraphernalia can be found

and/or purchased in these love hotels to further enhance the sexual experience of

the patrons;

6.) Anonymity, privacy, and secrecy are the name of the game in love hotels. From the

moment the couples would enter these outlandish establishments until they leave its

premises, the very business operations of these hotels are anchored in such a way

that the identities of the guests would remain a secret and the privacy behind their

lewd activities are never compromised;

7.) By nature, love hotels have a huge following of patrons that would come from

various walks of life, regardless of age, socio-economic status, profession, and even

sexual orientation;

8.) Despite of its uncanny and sexually-charged character, the love hotel industry is,

without a doubt, one of the most important pillars of not only the global sex industry,

which it is currently a part of, but also of the domestic economies of the countries

where these hotels are presently operating, if one would consider the tremendous

amount of revenues it generates and contributes to the national economy annually;

9.) A multitude of social, cultural, economic, and various other reasons would help

provide an explanation why love hotels remains a thriving and lucrative industry

despite of its inherent association with the sex industry and the plethora of issues

and controversies that are inherently attached to it. Many of these aforementioned

reasons are anchored on the very manner that love hotels would conduct its

business operations, while others are based on practical and economic reasons, on

the other hand. What is notable among these reasons was that, several studies also

argued that love hotels would continually thrive because it caters to one of the basic

human needs, which in this case, is the act of sexual intercourse;

10.) A love hotel is not, in any way, related nor similar, and is completely separate and

distinct from a brothel, cabaret, strip club, nude bar, or any similar places for

prostitution activities, mainly for two reasons. Firstly, prostitution activities or “sex for

hire” is not promoted nor encouraged and is not a part of the general business

operations of a love hotel. What the latter undertakes is merely to provide a private

and sexually-stimulating places for couples to have sex. Secondly, a love hotel

generally does not hire nor include resident prostitutes or “sex for hire” personnel

such as call boys, call girls, or harlots in its employee ranks.

11.) Love hotels are a global phenomenon. Its concept, though thoroughly and

historically established to have originated in Japan, are no longer limited within the

borders of the aforementioned country. Through the years, various localized versions

and spin-offs of these love hotels have been erected in other parts of the world that

are greatly similar, but not totally the same, with its Japanese counterpart. In

particular, there are also love hotels in South Korea, Taiwan, China, United States,

Canada, Great Britain, Cuba, Argentina, Brazil, Malaysia, and the Philippines to

name a few;

12.) Given its uncanny and sexually-related nature, the love hotel industry is currently

confronted with numerous issues and controversies concerning not only on the

manner it conducts business but also on its very existence itself. Most of the issues

and controversies attached to it would come from different groups of people with

various motivations and grievances about the aforementioned industry;

13.) There are no specific studies and/or research that have thoroughly investigated

whether or not love hotels serve as a catalyst and later a magnet in the real estate

development of a particular urban area or if the same encourages an exodus

phenomenon among current local residents; serving as a repelling factor for

prospective migrants of a particular urban locality or both; and

14.) Likewise, there are no relevant literature that have comprehensively explored

whether or not these love hotels have an impact on the place branding of a specific

urban community especially when it comes to the habitation and/or use of the

surrounding public places that are close to it.