Shinki Bus will launch its luxury bus tour brand, YUI, in Tokyo from September 1. The brand, which began operating tours from Hyogo and Osaka in 2016, is expanding into the Tokyo metropolitan area as it marks its 10th anniversary.
YUI began operations from Kobe in October 2016. Based on the concept that “travel connects hearts,” it offers small-group tours that combine accommodations and dining with experiences of the nature, history, and culture of each destination, as well as services provided by dedicated attendants.
▲Eiji Mitooka, designer of YUI PRIMA
The dedicated YUI PRIMA vehicles were designed by industrial designer Eiji Mitooka, known for his work on JR Kyushu sightseeing trains. The exterior is finished in a deep navy blue reminiscent of traditional Japanese colors, while the interior has a classic design incorporating a diverse range of materials, including wood, leather, fabric, and glass.
The bus has 18 seats arranged in six rows of three (1+2), with a seat pitch of 1,050 millimeters. Each seat is equipped with a fold-out armrest table, a wooden footrest, and a handcrafted seat pocket. At the rear of the vehicle are a restroom with a bidet toilet and separate washbasin, as well as a galley where dedicated attendants prepare soft drinks, alcoholic beverages, and more.
YUI PRIMA began operations with two vehicles in 2016, followed by the addition of a third in 2018. For its Tokyo launch, one of the two vehicles introduced in 2016 will be transferred to Tokyo. Tokyu Bus will handle operations and vehicle maintenance in Tokyo, while Shinki Bus will be responsible for tour planning and attendant services.
The autumn lineup of Tokyo-departing tours comprises nine courses: seven overnight tours and two day trips. These include a two-day, one-night course featuring exclusive use of Satoyama Jujo in Minamiuonuma, Niigata Prefecture, with a rice-harvesting experience and outdoor “farm dining.” The inaugural tour, departing September 1, is a three-day, two-night journey through Nagano Prefecture from and returning to Tokyo Station. Guests will stay at Tobira Onsen Myojinkan in Matsumoto on the first night and at Kasen-an Senni Onsen Iwanoyu in Suzaka on the second night. Tour prices range from 268,000 to 376,000 yen.
▲Makoto Nagao, President of Shinki Bus (right)
According to Shinki Bus, there are currently around 12,000 YUI members—people who have participated in a tour at least once—mainly in Osaka and Hyogo prefectures. Repeat customers account for around 70% to 80% of users.
At a press conference held in Tokyo on August 26, Shinki Bus President Makoto Nagao reflected, “For the past 10 years, we had been waiting for the right opportunity to enter Tokyo, but many things happened, including the pandemic.” He explained, “On the occasion of the brand’s 10th anniversary, we are finally expanding into Tokyo.” He added, “We want people in the Tokyo metropolitan area, as well as visitors from other regions who come to the area, to enjoy a new style of travel—relaxed travel for adults.”
Although operations in Tokyo will initially begin with one vehicle, Nagao emphasized the company’s future commitment: “At present, quitting because it is not profitable is not an option. We want to continue until it becomes profitable.” He expressed his ambition to increase the fleet to two and then three vehicles.
▲Dedicated attendants serve drinks and snacks during the journey
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