欧州・日本向けにマーケティング・ウェブデザインのソリューションを提供しています。
日本人観光客にリーチするには？
Table of Contents
Why should brands attract Japanese travelers?
According to Mastercard’s research “Global Destination Cities Index: Origins”, Japan is one of the top 10 counties that produce most toruists to otther counties. The top 10 counties including US and China account for approximately 50 % of all tourists worldwide and also for 50% of spends at the destinations.
In 2019, more than 20 million Japanese tourists traveled overseas according to JTB Tourism Reseach & Consulting Co.. While the consumption amount for tourism in Japan in 2016 was about 30 trillion yen (equivalent of 255 billion euro at the current exchange rate of April 2020), oversea travelers ratio to population is still about 15% in 2017 according to JATA’s reseach in 2019.
There are enough reason to target and reach Japanese tourists and prospects.
Which demography of Japanese travelers should brands target?
However, Japanese adult travelers varies in gemographies and genders. The largest block of Japanese travelers (29%, 25.5 million people) are ages 35 to 49 while the 11.8 million 18-to-24 year old online leisure travelers (14% of the market) or the 7.6 million online leisure travelers age 65 and older also cannot be missed. To reach Japanese leisure travelers, brands will need to have tailored campaigns that span the entire adult population.
When is the best for brands to target Japanese travelers?
Now, take a look at monthly booking numbers of international flights departing from Japan. March records the highest booking number and April is the lowest only with 1/3 of March. This is because fiscal year in Japan starts on the 1st April and companies and school starts the new fiscal year. Months with lower than average are January, February, April, May, June. This does not mean that brands should wait in these months for launching campaigns. Taking those into consideration, launching compaings 1.5 to 2 motnhs ahead of higher booking seasons are recommended.
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