Sakura Quality Code of Ethics
Hotels and accommodations are professional accommodation service providers in the sense thatthey assume responsibility for the lives of their valued customers, have organic relationships withlocal community, and play an important economic role as social infrastructure. The
accommodation industry shall be required to have all related organizations and personnel
maintain and adhere to an appropriate and stringent code of ethics. This code of ethics must becomplied with in order to build a strong relationship of trust between hotels and accommodations
and their customers, as well as to convey, to the customers, a strong message that these facilities
offer true safety and peace of mind.
The Sakura Quality Code of Ethics is composed of 1) Sakura Quality Service Philosophy; 2)
Sakura Quality Code of Ethics; 3) Professional Code of Conduct; and 4) Penalty Clauses forviolations, etc.
Sakura Quality Service Philosophy
Sakura Quality’s service philosophy is to pursue “spiritual beauty” and consistently provide
service focusing on the spirit of love, gratitude, and sincerity.
In other words, hotels and accommodations that adhere to this philosophy and put it into practicemust serve customers with the concept of a “safety”,” a sense of security”,” a sincere”.
Implementing these efforts is the first step to build a strong relationship of trust with customers
and local communities and to be recognized as a hotel or accommodation that can offer therequired safety and peace of mind.
Sakura Quality Code of Ethics
1) Accommodation business operators and employees engaged in the accommodation businessshall at all times refrain from committing acts that damage the reputation of the Sakura Quality
Network and the accommodation profession earned from entire society that needs theaccommodation function.
Example: Employees shall neither accept bribery from affiliated companies nor have arelationship or similar interaction with organized crime syndicates.

2) Accommodation business operators shall have an operational viewpoint that pursues anincrease in employee satisfaction and a high level of care for customers, while maintaining
adequate transportation and other systems for supporting, in particular, the elderly and people
with disabilities.
Example: Accommodation business operators shall not only refrain from taking any
discriminatory attitudes towards customers, for racial, religious, or whatever reasons, but also
shall ensure as much flexible and sincere customer service as possible.
Further, they shall operate their business operation focusing on the employee motivation
management that is supported by appropriate labor control, while complying w ith the workstyle reform laws.
3) Accommodation business operators and all employees engaged therein shall fulfill theconfidentiality obligations by ensuring, for instance, the complete safety and security ofcustomers’ personal information.
Note: The requirement above must be well communicated to all staff members.
4) Accommodation business operators and all employees engaged therein shall make allendeavors to comply with laws and regulations (including ordinances) that are relevant to theaccommodation business.
5) Accommodation business operators and all employees engaged therein shall be fully aware thatthe accommodation business has an organic relationship with local communities.
Accommodation business operators shall also strive to develop an amicable relationship withlocal communities as much as possible.
Example: Accommodation business operators and all employees engaged therein shallunderstand that the requirement above is an important part of the code of conduct to underpin
the sustainability of the accommodation business and shall aspire to play a leading role in thelocal contribution activities (e.g. periodic cleaning of surrounding areas including public
spaces around their accommodation facilities, maintenance of exterior walls, etc. so that theaccommodation facilities, which serve as the region’s showroom/showcase, can keep a fairly
clean appearance).
6) Accommodation business operators and all employees engaged therein shall understand theimportance of taking a social leadership role in giving serious consideration to the environmentand shall attach importance as much as possible on initiatives that support ecotourism.

7) Accommodation business operators shall refrain from providing information on theircancellation policy, details of the service they offer, etc. in a manner that may confuse or
mislead customers or cause them make an error of judgment.
8) Accommodation business operators must never place exaggerated advertisements thatsignificantly differ from the reality, when conducting promotional or marketing activities,
developing accommodation plans, and creating websites.
9) Facilities certified as meeting the Sakura Quality shall be entitled to use the certification markon their websites, business cards, and other forms of media, on condition of using the logo
mark directly received from the Tourism Quality Accreditation Association as it is without anymodification.
10) Of the SAKURA QUALITY concepts of "safety," "security," and "integrity," wemust strive to be thorough and sincere in dealing with "safety" in particular, since
it is a concept that is invisible to customers and can easily be sacrificed toeconomic rationality and profitability (e.g., public telephones should be installed
to perform a particularly important function in times of earthquake).
Professional Code of Conduct
Accommodation business operators and all employees engaged therein shall have a consciousness
of being a professional expert operating the accommodation business and shall commit
themselves to improving their company’s quality by, for example, referring to the Sakura Quality
Detailed Investigation Standards, which are composed of 2,233 items each for both the hotel
version and the ryokan (traditional Japanese inn) version.
Penalty Clauses
When it is pointed out that there is a possibility of violating the code of ethics, an accommodation
business operator shall provide required information and at the same time undertake corrective
measures in a sincere and prompt manner. The code of ethics to be applied shall be the one that is
considered effective at the time when the violating act is observed, while penalties and procedures
to be applied shall be based on the provisions of rules, etc. that are effective at the time when theviolation is pointed out.