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There’s a hotel nestled in the picturesque countryside of Japan’s Yamanashi prefecture, the Nishiyama Onsen Keiunkan, which is the oldest continuously run hotel in the world. It has been in existence for about 1,300 years (it opened its doors in AD 705) and managed by fifty-two generations of the same family.

Empires have risen and fallen around Onsen Keiunkan, great wars have ravaged it, and massive economic booms and busts have come and gone. Still, the hotel has endured and remained profitable enough to stay open for business. The hotel has thirty-five rooms and access to six natural hot spring baths, which are open 24/7 to better serve their guests. The water of the baths is pure, alkaline, and neither artificially heated nor treated. The hotel serves simple, seasonal food, locally sourced from the surrounding mountains and rivers. Besides the baths, there are no other attractions in the nearby area, and there’s definitely no wi-fi or ride-sharing. Still, it’s been a popular destination for far longer than any of us (or our great-grandparents) have been alive. Guests have included emperors, politicians, samurai, and military commanders.

The hotel’s focus, since the beginning, has been on customer service, not on growth or expansion. It’s stayed small because the top priority has always been making guests comfortable.