Japanese tourism trend Expectation of Japanese tourists ......Tokyo 38.6 mio Nagoya 7.4 miio Osaka...
Transcript of Japanese tourism trend Expectation of Japanese tourists ......Tokyo 38.6 mio Nagoya 7.4 miio Osaka...
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Japanese tourism trend Expectation of Japanese tourists
Working culture of Japanese travel agencies
Shigeyoshi Noto Foresight Marketing
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The shortcut between Asia and Europe
Flying via Helsinki means the geographically shortest route, smooth and uncongested transits, and straighter flights that generate fewer emissions.
31 weekly flights from Japan
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Tokyo 38.6 mio
Nagoya 7.4 miio
Osaka 17 mio
• GDP: World No.3, 4.58 trillion € (8.2% of world GDP)
• 128 mio population, • 10th biggest population in the
world • 3 metropolitan areas (Tokyo
metropolitan area is No.1 in the world)
• 11 cities more than 1mio population
Geography
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Demography
Baby boomer
Baby boomer Jr
Average longevity: 80.21 66% live in urban area Birth rate per couple:1.2
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Japanese outbound traveling
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The difference between 2 Asian markets The year of liberalization of overseas traveling
China
(1997)
Korea
(1989)
Japan
(1964)
Matured
7
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Dawn of Japanese overseas traveling 1964
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The Number of Japanese Travelling Abroad in 2016
(Thousands)
Source: Ministry of Justice “Statistics of Immigration Control”
9
0
2 000
4 000
6 000
8 000
10 000
12 000
14 000
16 000
18 000
20 000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
13 296
16 831 17 404 17 535 17 295
15 987 15 446
16 637 16 994
18 491
17 473 16 903
16 214
17 116
Global Financial crisis
Great East Japan Earthquake
Iraq war/ SARS
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Number of Overseas Travelers by Month
0
200
400
600
800
1 000
1 200
1 400
1 600
1 800
Jan. Feb. Mar Apr May Jun Jul Aug Sep Oct Nov Dec
(Thousands)
Source: Ministry of Justice “Statistics of Immigration Control” 10
Spring holidays Summer holidays
Golden Week
Silver Week
Fiscal year starts
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• Many national holidays • Frequent long weekends • Short holidays • Less consumption of paid holidays
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January
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April
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Golden Week
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June-July
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August
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Silver Week
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December
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Numbers of Overseas Travelers by Gender and Age Group(2016)
312
414
1 077
1 751
2 360
1 948
1 302
465
303
542
1 743
1 341
1 235
1 051
908
364
0
500
1 000
1 500
2 000
2 500
0-9 10-19 20-29 30-39 40-49 50-59 60-69 70+
Male
Female
(Thousands)
Source: Ministry of Justice “Statistics of Immigration Control”
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Number of Overseas Trips Taken and Previous Travel Experience
An average 1.6 trips were taken by experienced overseas travelers during the year. About half of overseas travelers had made at least ten trips.
Once; 68,3%
Twice; 18,3%
3 times; 7,0%
4 times; 3,1% 5 or more;
3,2%
Number of Overseas Trips in 2016
Average: 1.6 times Average: 16.6 times
Source: JTB Tourism Research & Consulting Co. “Factual Survey of the Overseas Travel Situations”
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Once; 5,5%
2-3 Times; 12,8%
4-5 Times; 11,1%
6-9 Times; 15,7% 10-19
Times; 22,8%
20 or more times; 27,9%
No answer; 4,2%
Previous Experience of Overseas Travel by Market Segment in 2016
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Market Share by destination (2016)
East Asia; 29,4%
China; 6,8%
Southeast Asia; 21,1%
U.S. Mainland; 6,9%
Canada; 1,1%
Hawaii; 9,2%
Guam/Saipan; 3,9%
South Pacific islands; 0,7%
Oceania; 3,1% Europe/Russia; 14,6%
Latin America & the Caribbean; 1,4%
Middle East/Africa etc.; 1,4%
No answer; 0,3%
Source: JTB Tourism Research & Consulting Co. “Factual Survey of the Overseas Travel Situations”
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Purpose of Travel (2016)
Source: JTB Tourism Research & Consulting Co. “Factual Survey of the Overseas Travel Situations” ”
Tourism; 70,0%
Honeymoon; 4,6%
To visit family or friends; 5,7%
Business trips; 12,2%
Training/inspection trips; 2,1%
Conference attendance;
1,4% Overseas
study/School trips; 1,4%
Others; 1,8%
No answer; 0,8%
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Travel Duration: Europe/Russia
3,9%
36,1%
31,5%
37,3%
58,7%
21,8%
5,7%
4,4%
0,2%
0,4%
Europe/Russia
Overall average
1-4 days 5-7 days 8-14 days 15 days or more No answer
Source: JTB Tourism Research & Consulting Co. “Factual Survey of the Overseas Travel Situations”
(100%)
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Travel Companions
2016
2015
2014
2013
2012
2011
23,1%
22,2%
20,5%
20,0%
23,6%
23,6%
21,0%
20,9%
20,0%
20,7%
22,9%
22,6%
18,8%
19,3%
20,3%
20,3%
20,3%
21,7%
10,8%
9,4%
11,9%
11,5%
8,8%
8,8%
22,3%
23,6%
22,7%
22,6%
19,6%
19,7%
2,6%
3,0%
2,7%
2,8%
2,4%
2,2%
1,4%
1,6%
1,8%
2,1%
2,5%
1,5%
Husband or wife Family/ relatives Friends/ acquaintances
Fellow employees Alone Others
No answer
(100%)
Source: JTB Tourism Research & Consulting Co. “Factual Survey of the Overseas Travel Situations”
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Preferred Purpose of Travel
1,3%
2,4%
2,8%
4,5%
4,3%
5,8%
4,8%
9,7%
11,7%
13,0%
12,6%
18,4%
24,3%
32,7%
30,6%
37,9%
43,9%
60,9%
0% 20% 40% 60% 80%
Skiing or other winter sports
Sports (tennis, golf, etc.)
Gambling, shows
Experience latest fashions/trends
International sports events, carnival, etc.
Absorb foreign languages, expert knowledge
Concerts or other musical events
Stay at famous hotels
Meet local people for cultural and other exchanges
Deepen friendship with companions or enjoy family…
Water sports (windsurfing, scuba diving etc.)
Art galleries and museums
Experience different cultures
Shopping
Rest and relaxation
Local cuisine or favorite foods
Historic sites and architecture
Nature and scenery
25 Source: JTB Tourism Research & Consulting Co. “Opinion Survey of Overseas Travel Preference”
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Activities at Destinations
2,4%
0,2%
0,2%
1,3%
1,6%
1,9%
1,9%
3,0%
2,0%
3,8%
4,1%
2,7%
5,2%
5,3%
5,2%
8,0%
7,8%
13,4%
17,1%
20,9%
25,8%
48,9%
61,7%
63,2%
59,7%
0% 20% 40% 60% 80% 100%
Others
Skiing
Business
Cruises with one or more overnight stays
Watching sports
Playing golf
Wedding ceremony
Gambling
Other sports
Driving
Hiking/ Mountaineering
Scuba diving
Night tour
Visiting family/friends
Day-return cruises
Theme parks
Theater performances/Concerts/Movies
Swimming
Beauty treatments/Massage
Rest & Relaxation
Art galleries & Museums
Historic and cultural attractions
Shopping
Gourmet sampling
Natural & scenic attractions
2016
2015
26 Source: JTB Tourism Research & Consulting Co. “Factual Survey of the Overseas Travel Situations”
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Travel Costs by Destination: Europe/Russia
(10,000 yen)
28,5
18,3
2,8
2,8
4,8
3,7
0,8
0,8
0 10 20 30 40 50 60
Europe/ Russia
Overall average
Tour participation costs Local travel charges Shopping Other costs
Total: 25.6
Total: 36.9
Source: JTB Tourism Research & Consulting Co. “Factual Survey of the Overseas Travel Situations”
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Destination and Repeat Travelers2016
53,8
42,1
17
16,4
27,9
39,7
1,3
1,7
0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %
Europe/ Russia
Overall average
First Second Third or subsequent No answer
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Motivation for Overseas Travel
Could take a holiday; 39,0%
There was a destination I
wanted to visit; 31,9%
Travel regularly; 21,6% Recommended or
invited by family/friends;
18,1%
The cost was low; 17,7%
Could afford it; 11,1%
Honeymoon/ Overseas wedding ceremony; 6,3%
Frequent flyer miles; 3,7%
Graduation, retirement or other cerebration; 3,4%
Others; 3,6%
Source: JTB Tourism Research & Consulting Co. “Factual Survey of the Overseas Travel Situations”
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Travel Arrangement by Destination 2016
41,4%
36,6%
2,8%
3,2%
53,3%
58,5%
2,1%
1,3%
0,3%
0,4%
0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %
Europe/Russia
Overall average
Package tours Group travel Individually arranged travel Others No answer
(n = 4,197)
(n = 613)
Source: Japan Tourism Marketing Co., “Factual Survey of the Overseas Travel Situation”
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Travel Package Type by Destination: Europe/Russia
78,2%
46,2%
17,7%
49,9%
1,5%
1,4%
2,4%
0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %
Europe/Russia
Overall average
Full-package tours Free-time package tours Others No answer
Source: Japan Tourism Marketing Co., “Factual Survey of the Overseas Travel Situation”
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Travel Reservation Methods
51,7 54
56
60,6 58,4
60,8 62,2 62,9
21,3 20,5 19,7 17,4
15,7 17,2
16 17,2 17,3
14 13,5
12,1 12,6
10,1 8,8 7,9
1 0,3 0,2 0,1 0,4
0,4 0,3 0,3
11,5 11,5 10,2 9,5
12,3
11,7
12 11,6
2
3,2
3,2 3,5 3,5
3,7 3 2,9
0
10
20
30
40
50
60
70
2009 2010 2011 2012 2013 2014 2015 2016
Internet
Travel agency outlets
Mail order/telephone
Airlines
Don't know becausedon't book myself
Others
Internet
(%)
Source: Japan Tourism Marketing Co., “Factual Survey of the Overseas Travel Situation”
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Desire to Travel Overseas by Gender, Age and Marital Status
2,1
2,7
4,6
5,4
7,5
8
4,6
14,2
11
33,3
29
35,8
14,5
18
31,4
34,6
36,1
41,9
26,4
29,7
33
28,4
26,6
13,9
16,1
18,9
23,9
24,2
8,5
5,8
2,8
3,2
5,7
5,1
6,1
13,7
19,2
9,3
4,3
5,7
18,8
14,2
0 % 20 % 40 % 60 % 80 % 100 %
Married women (age 40+)
Married men (age 40+)
Married women (age 18-39)
Married men (age 18-39)
Single women
Single men
Overall average
Plan to go within a year No plans, but hope to go Will go if an opportunity arises
Don't especially want to go No desire to go Don't know, No answer
Keen to travel Opposed
Source: JTB Tourism Research & Consulting Co. “Opinion Survey of Overseas Travel Preference”
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Desired destinations
Ranking 2015 2016
1 Hawaii Hawaii
2 Italy Australia
3 France Italy
4 Australia France
5 Guam Guam/UK
6 UK Guam/UK
7 Switzerland Germany
8 Germany Switzerland
9 Spain Singapore
10 Canada Spain
18, Scandinavia & Finland Out of ranking : Scandinavia & Finland
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Factors Hindering Overseas Travel
1.7% 1.7% 3.3% 3.9%
9.1% 9.4%
11.6% 11.6%
12.7% 13.8%
14.9% 21.2% 23.4%
28.4% 32.2% 35.0%
35.3% 46.0% 59.8%
0% 10% 20% 30% 40% 50% 60%
No acceptable tour schedule/itinerary/price
No one to go with
Takes too long to get to airport
Don't agree with foreign customs like tipping
Tiresome travel applications and procedures
Cannot take time off
Anxiety about health
Do not like foreign food
Language concerns
Security concerns
35 Source: JTB Tourism Research & Consulting Co. “Opinion Survey of Overseas Travel Preference”
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SNS in Japan Jan,2016
Source: Nielsen research
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SNS in Japan (2)
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SNS in Japan (3)
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Japanese Tourists to Finland by Year
146 433
176 919
205 988 192 007
203 411 214 495
0
50 000
100 000
150 000
200 000
250 000
2011 2012 2013 2014 2015 2016
Overnights by Japanese
Source: Finland Statistics
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0
5 000
10 000
15 000
20 000
25 000
30 000
2014
2015
2016
2017
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Japanese Tourists to Finland by Month
Source: Statistics Finland
comments
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Japan
83,385,$18%$
191,462,$42%$
89,514,$20%$
88,576,$20%$
Denmark$ Finland$ Norway$ Sweden$
0%$
10%$
20%$
30%$
40%$
50%$
60%$
70%$
$?$$$$$$
$10$000$$$$
$20$000$$$$
$30$000$$$$
$40$000$$$$
$50$000$$$$
$60$000$$$$
$70$000$$$$
$80$000$$$$
Jan?14$
Feb?14$
Mar?14$
Apr?14$
May?14$
Jun?14$
Jul?14$
Aug?14$
Sep?14$
Oct?14$
Nov?14$
Dec?14$
Japanese$overnights$in$the$Nordic$
countries$
Sweden's$share$%$
Norway's$share$%$
Denmark's$share$%$
Finland's$share$%$
Finland$is$number$one$Nordic$desTnaTon$in$Japanese$markets.$
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VISIT FINLAND STATISTICS 2015
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3 client’s profiles for 3 seasons
•Elderly couples in summer season •All generations in winter season •Ladies in 20’s-40’s through the year
42
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1365
1500
943 1017
1122
2012 2013 2014 2015 2016
The number of overnights in Kainuu
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Japanese consumer behavior
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Difference by areas 1
TOKYO
NAGOYA
OSAKA
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Difference by areas 2 Countryside
Urban area
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Difference by generation
1964
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Japanese generally • They have very limited linguistic ability
• Well known as good manner people
• Their holidays are quite short
Trend going on • Group traveling →Individual traveling
• Ordinary sightseeing →Purpose led programs
• Touring around → Single destination
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Important Segment – Travel Savvy Seniors
GREY Worldwide Inc. 49
“I don’t want to miss the world’s must-see
touching sites/experiences in my life”
Demographics
• 60s +
• Rich senior couples
• Retired
Who they travel with
• Travel on her own
• With Husband, or
Female friends
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Important Segment - Culture oriented girls
50
“I like to travel as if I were living like stylish locals…”
Demographics
• 25 – 45 year old female
• mid to high income
• Living in metropolitan areas
•Travel on her own
•With Husband, or Female
friends
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Decision making process
• Ladies are decision makers
• Influence by
Short-haul destination: word of mouth
Long-haul destination: HP of tourist offices &
agents
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Preparation period
• Japanese still appreciate printed materials in Japanese
• They want to get as much as practical information as possible, such as weather, cloths, transportations, map e.t.c.
• Concrete proposals are more attractive for them
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During trip • Smiling is worth while million euro promotion
• Japanese are not so active people.
• Wifi is must service not only in accommodation but also everywhere.
• “Enjoy yourself “ doesn’t work
• Let’s offer smaller volume
• We can treat them in local way, but a bit more explanation
• The body temperature is lower
• No need Japanese meals
• Room with bath tube
• Twin bedded room
• Time difference
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After trip
• They are potential repeat travelers
• Complains come afterward
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Market Trend
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Preferred Travel Style (1)
0 10 20 30 40 50 60 70 80 90
As many country as possibleOne or two destinations
Travel often even it's shortTravel as long as possible, even it's…
Visit same destination repeatedlyVisit different place each time
Stay at prestagious hotel, even expensiveStay at any hotels with basic amenities
Eat delux mealsEat at restaurant locals do
Travel in large groupTravel with few friends
Source : JTB Report 2014
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Preferred Travel Style (2)
0 10 20 30 40 50 60 70 80
Seek place travelers rarely visit
Visit Famous destination
Arrange myself
Package tour
Make many shoppings including suvenirs
Minimum shopping for myself
Purchase brand goods
Purchace amenities and goods locals do
Spend enjoyable time with travel…
Sightseeing and experience on the spot
Source : JTB Report 2014
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Japanese Travel Trade
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10,100 companies in
2016
Category Ⅰ
708
Category Ⅱ
2,827
Category Ⅲ
5,668
Referral Agent
810
How many travel agencies in Japan ?
Organize packages • Overseas • Domestic Sell packages • Overseas • Domestic Ordered • Overseas • Domestic
Organize packages • Domestic Sell packages • Overseas • Domestic Ordered • Overseas • Domestic
Sell packages • Overseas • Domestic Ordered • Overseas • Domestic
Consignment sales under the name of travel agents.
J.A.T.A.
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Structure
Land Operators Travel agents Whole sellers
Accommodations
Restaurants
Transportation
Guides
Activities
Retailers Consumers
Airlines
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Size of the companies • No direct deal
• Job rotation
• Long process for production
• Handling all over world
• Own package brand
• Difficult to find out the key persons
Major
(1000 staff-)
• No direct deal
• Handling most the major destinations
• Client specific
• Strong ownership by CEO
• Easy to find the key persons
Middle
(50-few hundreds staff)
• Possible to deal directly
• Product or destination specific
• Good knowhow on the destinations
• Destination specific
• No capability for issuing flight tickets
Small
(-50 staff)
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Airlines
• 25 international airports in Japan
• 55 airlines fly from Japan
• Competition with other Asian routes
• Influence by fuel surcharge on travel demand
• Shift from Narita AP to Haneda AP
• Finnair and Japan Air Line have totally 35 weekly flights in summer.
• Mid-East airlines advance to European business
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Role of Land (Tour) Operators
• Offices in Japan
• Communication in Japanese
• Frequent sales calls
• Interpretation between local and Japanese culture
• Control package tour itineraries
• Support sales events of agents
Possibility to shift toward direct consumer sales
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Travel Agency Act
• Strict consumer protection law
• Indirect influence to you
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Contact with Japanese travel trade
Start up • Business doesn’t start only one time contact • Find out good partners in Japan (TO, Visit Finland e.t.c.) • Prepare information in Japanese (incl business cards in Japanese) • Specific high quality photos are important • Key person is in Japan Negotiation with Japanese travel trade • Find out the key persons • Response in 2 business days • Different fiscal year • Notice Japanese calendar • Let’s introduce your area before your products
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Contact with Japanese travel trade
Actual business • Don’t change the itinerary you confirmed • Don’t hesitate to ask when you have questions • Package tours • Tour escort ( Staff, Contracted person) • Japanese speaking guide is important • The volume and the price • Sometimes Skype meeting • Silent breaking up • Measure the costumer satisfaction • Minimum requirement or sales argument
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Your news source on Japanese trade
• Travel Voice (https://www.travelvoice.jp/english/) • JTB Tourism Research & Consulting Co. (http://www.tourism.jp/en/)
https://www.travelvoice.jp/english/https://www.travelvoice.jp/english/http://www.tourism.jp/en/
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New trend and new comers
• Travel agencies shift to inbound business
• Package tour business is getting smaller
• Aggressive non-Japanese OTA and Hotel Booking Engines (Expedia, Booking.com)
• Cruise business is popular among senior
• Cooperation between LCC and agencies
• Website is main booking tools among consumers
• More individual traveling, more solo traveling
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New trend and new comers
Trippiece (http://trippiece.com) Veltra (https://www.veltra.com/jp/) Tabippo (http://tabippo.net)
http://trippiece.comhttp://trippiece.comhttps://www.veltra.com/jp/https://www.veltra.com/jp/
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Informative society
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Japanese services
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The condition tour operator association recommend when new business starts with suppliers.
Transportation • The company licensed by local authority • Utilizing the vehicles licensed by local authority • Following the low to maintenance the vehicles • Following the driving regulation by local authority • Having insurance regulated by local authority • Having emergency contact • Driver hopefully speaks English • Check the record of serious accident • Having appropriate working condition of the drivers
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The condition tour operator association recommend when new business starts with suppliers.
Accommodations ・ Licensed by local authority • Following the local laws as accommodation • Having proper system for fire such as exits • Good security system • Following the local sanitation law • Immediate action plan for injuries and emergency
. Restaurants • Licensed by local authority and following the food, sanitary regulation • Having proper system for fire such as exits • Environment around restaurant should be clean enough • Check the record of accidents, incidents, criminal case by local authority
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Vuokatti project Going to the blue ocean
Sport Tourism Event Tourism Rural Tourism
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Potential products promoted
©2017Foresight Marketing. All right reserved 76
• Sport tourism National teams, Universities, High schools, School camps, MICE
• Event tourism Dance pavillion for senior people, Concerts/ Music /festivals for music fun
• Rural tourism Yung ladies/ Mother & Dausghters :
Farm stays, Cottage stays, Nature activities
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THANK YOU