In June, we partnered with the Tokyo Convention & Visitors Bureau to host a luxury FAM trip in Japan's thriving capital. We brought a small group of our top luxury travel designers to explore the best of Tokyo – from behind-the-scenes hotel visits to local experiences and some seriously good food.

It was a chance to really experience the city, get a feel for what it offers high-end travellers, and spend time with some brilliant people along the way.

Richard Newlove, our Senior Buyer Manager, joined the trip – here’s what he had to say.

What was it like landing back in Tokyo – had much changed since your last visit 10 years ago?

Returning to Japan after 10 years, I was struck by just how much had evolved. The most immediate change? Signage. A decade ago, navigating Tokyo meant relying on clever translation apps to decipher everything—from train station signs to restaurant menus. Now, English is everywhere. I believe the 2020 Olympics played a big part in this transformation, and it’s a huge win for travellers who might feel daunted by the language barrier.

Another big shift? The explosion of luxury hotels. Tokyo now boasts nearly every high-end brand you can think of. Whether you’re loyal to Four Seasons, Aman, Bvlgari, JW Marriott, or Ritz-Carlton, you’ll find them here. It’s a luxury traveller’s dream, and the standards are sky-high.

What were some of the first things that stood out to you on the trip?

Japan’s culture hits you the moment you arrive—precise, polite, and deeply respectful. From their obsession with cleanliness and punctuality to a national passion for quality, it feels like the country was made for luxury travellers. I was continually impressed by the attention to detail, whether in a beautifully plated dish or a perfectly prepared room amenity.

And then there’s the history. Tokyo holds centuries of stories—from ancient Samurai traditions to the enduring legacy of the emperors. Few places blend modern sophistication with such rich heritage.

What experiences did the group seem to love most?

TeamLab was an absolute standout. If you’re not familiar, TeamLab is a global art collective creating mind-bending digital installations. We visited TeamLab Borderless, now located in the ultra-modern Azabudai Hills development. It's immersive, interactive, and unlike anything else—a true sensory adventure.

As a bonus, Azabudai Hills is home to fantastic shopping and dining. We stumbled across an entire boutique devoted to honey, featuring varieties from around the globe. Sampling them was a surprisingly fun and memorable experience!

Did any hotels or rooms catch your eye in particular?

I stayed at The Prince Gallery Tokyo Kioicho, a Luxury Collection Hotel, a high-end Japanese brand that might not be as well-known internationally but definitely holds its own. It was an excellent experience throughout.

One hotel that really made an impression during our site visit was The Peninsula Tokyo. We began in the Presidential Suite, which has what might be the best view in Tokyo—looking directly out over the Imperial Palace and gardens. Add to that its impressive dining options and even an in-house Aston Martin dealership (yes, really), and it’s hard not to be wowed.

Let’s talk food – what was the best thing you ate?

Tokyo is a paradise for food lovers, with incredible access to top-quality produce and some of the world’s best seafood. But what sets it apart is how seriously the locals take good food—it’s a shared cultural value.

My favourite meal of the trip? A traditional multi-course kaiseki dinner in Tokyo’s oldest wooden structure, accompanied by performances from geishas. The food was exquisite, and the entertainment was both captivating and culturally rich. It was a one-of-a-kind evening.

Why do you think Tokyo works so well for the luxury market?

In Japan, exceptional service isn’t a luxury—it’s a standard. The cultural commitment to precision, respect, and excellence means guests are treated with an attentiveness that often surpasses what you find elsewhere.

Tokyo also caters seamlessly to luxury travellers: world-class hotels, Michelin-starred restaurants, high-end shopping, and historic experiences that are truly unique. Combine that with thousands of years of fascinating history, and you have a destination that’s both indulgent and deeply enriching.

If you had one more day in the city, what would you have done?

With an extra day, I’d have loved to explore the Imperial Palace grounds—it’s one of those places that blends natural beauty and deep historical significance. I also wish I'd had time to visit a traditional samurai workshop to watch sword-making in action—and maybe even try it myself. Next time!

Inside our luxury FAM Trip to Tokyo