As Japan fully reopens its
borders to international visitors beginning next week, travel brands are
gearing up to capture the expected demand.
According to Phocuswright’s
Japan Travel Market Report 2021-25, Japan’s travel industry was a significant
“growth engine” for the country’s economy before the pandemic, bringing in more
than $108 billion in gross booking in 2019.
When the crisis began, Japan
sealed its borders and only began allowing limited overseas visitors in June of
this year. The broader lifting of restrictions next week is expected to spur
travel to the archipelago, but Phocuswright estimates it will be 2025 before
gross booking surpass the 2019 figure, to reach an estimated $112 billion.
Rakuten Travel, the online
travel platform launched by Japanese electronic brand Rakuten in 2001, is
updating its site to provide a more user-friendly, customized search and
booking experience for global travelers.
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The site now has content and
promotions tailored to travelers from eleven countries, including several in
Asia Pacific as well as the United Kingdom and the United States, with payments
available in the currencies of each country. The company says it will add content and currencies from more countries soon.
“Our goal is to connect our
Japanese accommodation partners to global audiences and help them address the
specific travel needs of international customers, as
well as to allow international customers to access Japanese accommodation
including hotels, ryokans and vacation rental properties for a high Japan
Quality experience,” says Daisuke Nakahara, a Rakuten Travel spokesperson.
The company is
also expanding its marketing in each country served by the new site, with promotional
campaigns and “customizing content to engage customers from each country
“We expect to see a strong
rebound and are prepared to expand our marketing activities to capture the
demand,” Nakahara says.
According to Phocuswright, in
Japan, “digital distribution will be key to a hotel market rebound, and online
penetration is projected to climb to 60% in 2025 from 54% in 2021. OTA will
continue to account for most online hotel revenue through 2025, and increases
in OTA gross bookings will outpace those of supplier direct online channel.”
Japan Travel Market Report 2021-2025
This report provides a comprehensive view of the Japan travel market, including detailed market sizing and projections through 2025, distribution trends, analysis of major travel segments, key developments and more.