REVIEW | Spending a night in a couples’ or love hotel: ホテルCOO玖男塾ホテルグループ in Okayama

Autumn 2025. We – Sam and Danny, Michel and Wille, and Timothy – are travelling to Japan for a quite classic tour of the Land of the Rising Sun. We are flying separately as we used miles. On the planning: Tokyo, Kanazawa, Shirakawa, Osaka, and Expo 2025, Hiroshima, Himeji, Miyajima, Kyoto, Nara, Nagoya, Hakone, and back to Tokyo. Three weeks plus some extra days.

A little note to start: Booking listed the hotel as ホテルCOO玖　男塾ホテルグループ (Hotel COO 9 Otokojuku Hotel Group). That’s the reason why I included the Japanese text in the title.

Introduction

Hotel COO (ホテルCOO玖) in Okayama is part of the Otokojuku Hotel Group (男塾ホテルグループ), a chain known for transforming traditional love hotels into stylish, comfortable and inclusive spaces. Joining the group in February 2024, this 26-room property has been remodelled into a sleek ‘modern Asian’ retreat that feels more like a boutique suite hotel than its origins might suggest.

Located in Okayama’s Kita ward, about a 15-minute drive from both the Okayama and Kurashiki interchanges, and within walking distance of Kita-Nagase Station, Hotel COO offers convenience alongside privacy. Each of the 26 rooms is distinct, with themes that range from urban spa to resort-inspired luxury. Many feature open-air baths or saunas, while others come equipped with carbonated hot springs, karaoke systems (JOYSOUND or DAM), or private terraces. The attention to detail extends to the amenities: large televisions, video on demand, hair-care appliances by LOUVREDO, air purifiers and free Wi-Fi are all standard.

LGBTQIA+ friendly

The Otokojuku brand markets itself around comfort, discretion and inclusivity—welcoming all couples, including LGBTQIA+ guests. That spirit carries through at Hotel COO, where the atmosphere is more relaxed than risqué. It caters equally to couples seeking a romantic night, friends planning a private ‘girls’ stay’, or travellers looking for a quiet, well-equipped room after a day of sightseeing in Okayama.

Guests can book rooms by the hour or for overnight stays, and pricing varies by room type and day. Booking.com listings show strong ratings—averaging around 8.3 out of 10—with praise for its spacious bathrooms, amenities and design. Occasional reviews mention minor housekeeping lapses, but overall impressions are positive.

With parking for 26 cars, 24-hour reception, private check-in and regular promotions through the Otokojuku website, Hotel COO balances functionality with flair. It is a good example of how Japan’s evolving ‘love hotel’ culture is blending privacy, design and hospitality to appeal to a broader, more inclusive audience.

Before my stay

I did not know all that before I went. I booked Hotel COO in Okayama that same morning. They weren’t really other options in Miyajima or Hiroshima at a ‘normal’ price. So I ended up there.

I only realised which type of hotel this was, when I received this message:

Thank you for your reservation with Hotel COO9, a member of the Otokojuku Hotel Group.

Please let us know your arrival time.

Your room will be prepared in advance, so when you arrive at the hotel, please call the front desk on the second floor and let us know your arrival. We will provide you with your room number.

[Important Notes]

1. This is an adults-only leisure hotel (no one under the age of 18 is permitted to enter for any reason). Check-in time is 9:00 PM to midnight. Please note that an additional fee of 1,000 yen or more will be charged for every 30 minutes if you check in before 9:00 PM. (Check-out is at 11:00 AM the following day.)

*Due to the nature of the hotel, the door automatically locks when opened and closed. Guests cannot unlock it themselves, so please be sure to contact the front desk before leaving your room.

2. If you will be late for your check-in, please leave a message here or call the hotel directly.

③ Please note that if we do not receive a notification after midnight, your room will be released and your reservation will be canceled (as a no-show).

④ Please note that we only have smoking rooms available. We are unable to accommodate requests for non-smoking rooms.

⑤ For security reasons, we are unable to store luggage before entering the room.

⑥ Please refrain from parking in advance as there is a limited number of spaces.

⑦ Coupon discounts available on various websites cannot be used.

Please note that this offer cannot be combined with other member card benefits, discounts, or other discounts.

*This offer does not apply to free member services.

If you have any other questions, please contact us at the store or via the inquiry form on our official website.

Thank you for your understanding.

We look forward to seeing you on the day. Hotel COO9, Otokojuku Hotel Group

Being locked in and a smoking room? That didn’t enthuse me. But the booking was made, I didn’t fancy looking for other options.

Getting there

Getting there was not as straightforward as they make it sound. It was quite a walk from the train stain station, in a residential, then semi-industrial area. The tarmac was abrasive, which I didn’t like for my shiny new luggage.

Once I reached the parking, I found a lift to the second floor and the reception. There was n-one. I’m guessing checking in should be done via the touch screen, but I couldn’t figure that out. So I uttered “こんばんは” (konbanwa, good evening) until someone came to help me. The receptionist showed me my room.

There I was, locked in (or locked up?).

The room

No, it’s not the nicest room I ever had, or the prettiest or the most luxurious. But the amount of amenities is impressive. A fridge and a microwave, a office-type water dispenser, so many entertainment options, as mentioned earlier. But also a ‘magic wand’ massage device. Some condoms as well… it is a love hotel.

In the bathroom, so many toiletries. A cream or lotion for everything. Not only a blowdryer, but also a hair straightener. The wet part of the bathroom features a Japanese-style shower with stool, and a whirlpool tub which fancy and colourful lights.

The room is tailored to people who came without bags. So actually, you have everything you need to freshen up after you had good time. For instance, there are also three types of cable to charge your phone.

I’m sure at this point I’m forgetting items.

Locked in a smoking room

The room is a smoking room and you can smell cigarettes if you focus on it. The ventilation system does a really good job.

The room has windows, but they’re frosted. So yes, it does feel like a prison cell a bit.

But honestly, the only thing I missed was someone to make use of the facilities with. I did go on the hook-up apps, but no success. The hotel is too far away from the centre of Okayama. Bummer.

Breakfast

Breakfast is served in the room. Again for privacy. I had to choose the night before between four options. It was okay. Not great.

Check-out

Check-out is automated. Everything is organised so you encounter as few as people as possible.

So?

Hotel COO is a very nice hotel. I see the appeal. But of course it’s not meant for ‘regular hotel use’, but for something specific: (short-lived) romance.

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