Japan Outbound Travel 2007 - George Washington University
Japan Outbound Travel 2007 Increasing Outbound to 20 million by 2010 Masato Takamatsu Director and Vice President, Marketing (JTM) JATA World Tourism Congress Tokyo, September 13th , 2007
Content 1. Current Outbound Travel Market 2. Travel Style 3. Key Market Segments 4. Recent Topics in Japan 5. Approach To Japanese Travel Companies
Content 1. Current Outbound Travel Market 2. Travel Style 3. Key Market Segments 4. Recent Topics in Japan 5. Approach To Japanese Travel Companies
1. Current Outbound Travel Market Japanese International Departure Thousand persons 20,000 !#")! 18,000 ! " ' ! ")*% !'"( ) 16,000 ! ")%! !!"# ! !!" %& Asian Financial Crisis and implementation of 5% service tax !*" # !*" %& 8,000 SARS Highest Yen appreciation in history 6,000 2,000 ! "(! ! "'(% !%"( 10,000 4,000 ! "%') !%"'# 14,000 12,000 !'")* !#"&*& !"# % Gulf War Opening of Kansai Airport 9.11 Terrorist Attack 0 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Source: Ministry of Justice, arranged by JTM
1. Current Outbound Travel Market Slow Recovery of Women vs. Growth of Male Market Overseas Departures by Gender (1990-2006) Million 20 18 16 Male 14 9.1 12 9.1 8.4 10 6.9 8 6.7 6.8 9.5 8.5 8.7 8.9 9.5 9.1 7.5 9.7 9.9 7.6 6.5 6 Female 4 2 4.3 4.1 4.9 5.2 6.0 6.8 7.6 7.7 7.3 7.7 8.3 7.3 7.4 5.7 7.3 7.7 7.6 0 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Source：Ministry of Justice
1. Current Outbound Travel Market Departures by Gender and Age-Group (2000) Male Female in hundred thousand 30 26.5 25 20.9 15.3 15 15.0 13.1 10.4 9.0 10 5 22.0 18.9 20 2.8 5.0 8.5 4.1 5.4 3.4 2.7 0 0〜9 10〜19 20〜29 30〜39 40〜49 50〜59 60〜69 70〜 Source: Ministry of Justice
1. Current Outbound Travel Market Departures by Gender and Age-Group (2006) Male Female in hundred thousand 30 27.9 24.3 25 20 23.1 22.0 17.3 15.7 14.7 15 12.1 10 5 4.8 5.0 5.9 12.7 11.3 7.7 5.2 2.9 0 0〜9 10〜19 20〜29 30〜39 40〜49 50〜59 60〜69 70〜 Source: Ministry of Justice
1. Current Outbound Travel Market Percentage Change from 2000 to 2006 Age groups Male Female 0 9 2.9% 2.6% 10 19 -8.7% -13.8% 20 29 -24.8% -31.0% 30 39 5.8% 8.3% 40 49 16.7% 4.9% 50 59 7.2% -5.8% 60 69 14.2% 8.2% 70 17.5% 23.3% 6RXUFH 0LQLVWU\ RI -XVWLFH ³6WDWLVWLFV RQ ,PPLJUDWLRQ &RQWURO
1. Current Outbound Travel Market Departure Ratio by Gender and Age-Group (2006) Male Female 30 (&,% 25 (#, (%,! (( 20 !&,# !#,% 15 !',# !(,! !(,# !!,% #,# 10 &,) ' ', ',( 5 (, 0 0〜9 10〜19 20〜29 30〜39 40〜49 50〜59 60〜69 70〜 Source: Ministry of Justice
1. Current Outbound Travel Market Departures by Age and Gender from 1990 to 2006 Male 0〜9 Female 0〜9 10〜19 10〜19 20〜29 20〜29 1990 12.1 1992 11.7 1994 10.7 11.8 1996 10.4 11.5 1998 9.7 11.6 2000 8.6 11.7 10.6 11.0 2002 7.8 12.3 11.0 11.7 2004 7.1 12.9 12.2 11.8 2006 6.6 12.6 12.5 12.0 0% 10% 14.0 30〜39 30〜39 16.3 12.6 20% 9.9 14.5 9.8 13.3 12.8 11.1 30% 40〜49 40〜49 9.8 9.5 10.3 40% 50〜59 50〜59 6.0 15.8 6.4 5.4 5.2 4.8 3.8 16.7 6.6 5.9 17.5 6.8 16.5 7.7 5.5 6.7 17.4 7.1 60〜 60〜 7.0 7.9 5.4 4.2 5.6 5.9 4.7 5.8 6.1 5.1 5.2 6.7 5.5 14.9 8.4 5.0 7.3 6.3 12.7 8.9 4.9 7.3 6.7 8.7 11.3 9.3 5.1 6.8 6.7 9.1 10.4 7.0 7.1 8.6 50% 60% 70% 9.3 5.4 80% 90% 100% 6RXUFH 0LQLVWU\ RI -XVWLFH ³6WDWLVWLFV RQ ,PPLJUDWLRQ &RQWURO
1. Current Outbound Travel Market Male Age Groups Departure (2006) 20 to 29 30 to 39 40 to 49 50 to 59 60 Thousand persons 2,500 2,000 1,500 1,000 500 0 2000 2001 2002 2003 2004 2005 2006 6RXUFH 0LQLVWU\ RI -XVWLFH ³6WDWLVWLFV RQ ,PPLJUDWLRQ &RQWURO
1. Current Outbound Travel Market Female Age Groups Departure (2006) 20 to 29 30 to 39 40 to 49 50 to 59 60 Thousand persons 3,000 2,500 2,000 1,500 1,000 500 0 2000 2001 2002 2003 2004 2005 2006 6RXUFH 0LQLVWU\ RI -XVWLFH ³6WDWLVWLFV RQ ,PPLJUDWLRQ &RQWURO
1. Current Outbound Travel Market Share of Airline Seat Supply by Airports (2006) Narita Kansai Nagoya 50.4 2001 Fukuoka 25.4 2003 58.5 2004 56.2 2005 55.0 2006 54.9 0% 20% 10.2 23.2 54.7 2002 Other 9.6 21.9 22.3 40% 60% 5.1 9.1 8.9 5.1 4.4 7.5 6.1 9.6 4.6 7.3 22.2 10.7 4.5 7.6 22.0 11.0 4.0 8.0 80% 100% 6RXUFH 0LQLVWU\ RI -XVWLFH ³6WDWLVWLFV RQ ,PPLJUDWLRQ &RQWURO
1. Current Outbound Travel Market Share for Airports / Port (2006) Airport / Port No. of Persons Growth New Chitose Niigata Narita 9,636,548 0.6% Kansai 3,861,045 0% Nagoya 1,925,881 3.6% Fukuoka 702,339 -9.6% Haneda 422,829 17.6% Hakata Port 136,833 -15.4% Hiroshima 135,551 15.3% Narita New Chitose 110,389 -2.9% Haneda Sendai 102,270 3.0% Niigata 72,366 3.0% Okayama 86,662 8.0% Okayama Hiroshima Sendai Chubu Kansai Fukuoka 6RXUFH 0LQLVWU\ RI -XVWLFH ³6WDWLVWLFV RQ ,PPLJUDWLRQ &RQWURO
1. Current Outbound Travel Market Top 10 Departure Ratio by Prefecture (4) Nara 16.35% (6) Osaka 15.6% (7) Hyogo 15.4% (9) Kyoto 15.07% (10) Fukuoka 11.04% (5) Aichi -16.11% (1) (2) (3) (8) Tokyo 25.35% Kanagawa 21.5% Chiba 18.1% Saitama 15.19% 6RXUFH 0LQLVWU\ RI -XVWLFH ³6WDWLVWLFV RQ ,PPLJUDWLRQ &RQWURO
1. Current Outbound Travel Market Top 20 Destinations (1) Ranking (2006) Country Arrivals (Thousand) 1 China 3,746 2 Korea 2,339 3 Hawaii 1,374 4 U.S Mainland 1,345 5 Hong Kong 1,311 6 Thailand 1,294 7 Taiwan 1,164 8 Guam 953 9 Australia 653 10 France 647 Source: National (Regional) tourist offices
1. Current Outbound Travel Market Top 20 Destinations (2) Ranking (2006) Country Arrival (Thousand) 11 Switzerland 596 12 Singapore 594 13 The Philippines 422 14 Canada 386 15 Vietnam 384 16 Malaysia 354 17 U.K 323 18 Saipan 270 19 Austria 268 20 Spain 261 Source: National (Regional) tourist offices
1. Current Outbound Travel Market Japanese Arrival by Destination (1) 2000 2001 2002 2003 2004 2005 2006 Thousand persons 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 U.S Mainland China Korea Hawaii Hong Kong Source: National (Regional) tourist offices
1. Current Outbound Travel Market Japanese Arrival by Destination (2) 2000 2001 2002 2003 2004 2005 2006 Thousand persons 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Taiwan Singapore Thailand Guam Australia Source: National (Regional) tourist offices
1. Current Outbound Travel Market Growth Rates of Japanese Visitor Arrival (1) Asia 2005/2004 2006/2005 Korea -0.1 -4.1 China 1.7 10.5 Hong Kong 7.5 8.3 Macau 38.4 30.2 Taiwan 26.6 3.3 Singapore -1.7 1.0 Malaysia 12.8 4.2 Thailand -0.5 8.9 Vietnam 20.0 19.7 The Philippines 8.7 1.5 Americas 2005/2004 2006/2005 Canada 2.2 -8.7 U.S.A 3.6 -5.4 Hawaii 2.4 -9.4 Guam 5.4 -0.3 Source: National (Regional) tourist offices
1. Current Outbound Travel Market Growth Rates of Japanese Visitor Arrival (2) Europe 2005/2004 2006/2005 Austria 8.6 -3.9 France 3.9 -3.0 Germany 2.1 5.3 Italy -3.4 - Spain 15.1 44.2 Switzerland - 1.8 U.K -4.4 -2.7 Pacific 2005/2004 2006/2005 Saipan -7.8 -23.3 Australia -3.5 -5.0 New Zealand -6.1 -12.0 Source: National (Regional) tourist offices
Content 1. Current Outbound Travel Market 2. Travel Style 3. Key Market Segments 4. Recent Topics in Japan 5. Approach To Japanese Travel Companies
2. Travel Style Holidays & Seasonality for Outbound Travel End of year New Year Dec29 Jan 3 Spring Break Mar20 Aprl5 Golden Week Apr29 May 5 End of year New Year Dec29 Jan 3 Summer Vacation Jul20 - Aug31 O-Bon Aug10 to Aug15 in thousands 1800 1600 1400 1200 1000 800 600 400 200 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 6RXUFH 0LQLVWU\ RI -XVWLFH ³6WDWLVWLFV RQ ,PPLJUDWLRQ &RQWURO
2. Travel Style Survey Outline 1.Factual Survey of the Overseas Travel Situation 1.1 Respondents Individual men and women who traveled overseas in 2006, live in Tokyo, Osaka, Aichi and are of at least 15 years old. 1.2 Methodology Respondents with experienced overseas travel in 2006 selected by Internet survey. (Telephone survey until 2005) Questionnaires were mailed by post to the respondents and returned upon completion. 1.3 Period April 2007 1.4 Valid Sample Size 2,719 respondents (person) 4,179 respondents (trip)
2. Travel Style Purpose of Travel Overseas (1997-2006) Leisure Travel Business Travel Other 2006 ##,# ! , ',# 2005 #',* !#, ',* 2004 #(,& 2003 !),' #&, !',% #(,( 2002 2001 #&,& ,' #,% !#,* #, !&, ),' 2000 #!, ! ,) ),& 1999 #(, !),* #,# 1998 #&,( !#, ##, 1997 0% 20% 40% !(, 60% 80% #,% ,& 100% 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Purpose of Travel by Destination (2006) Leisure Travel Overall East Asia China South-East Asia U.S Mainland Canada Hawaii Guam, Saipan South Pacific Islands Oceania Europe, Russia South America Middle East, Africa and others Business Travel Other ##,# ! , #), !',* '%,' &!,( #&,( ! , ' ,) %(,( ) ,' ',% *,* (,( *,% !,( )(,& (, )*,# ,% # ,! !%, #&,% !!,& )),' 0% 20% 40% ),* 60% 80% 100% 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Travel Duration (2000-2006) 1-4 days 2006 5-7 days 30.1 2000 10% 15 days and over 38.6 22.3 0% 8-14 days 26.2 35.9 20% 30% 40% 4.5 33.6 50% 60% 70% 80% 6.5 90% 100% 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Travel Duration by Destination (2006) 1-4 days 5-7 days 8-14 days %*,% Overall East Asia 15 days and above %), ( ,% #),# Guam, Saipan China South-East Asia Haw aii % ,) &%, ! ,* !',# '#,( ! ,* #!,& %(,& ' ,& %(,# &), %', (#,* !!,( (, &&,# ), '!,% %, ,# !',( # ,! 20% &,) (*,) '', !&,( 0% %,' %#,! !),( South America Middle East, Africa and others !),( ' ,# South Pacific Islands ', Oceania ',' U.S. mainland &, Europe, Russia Canada &,' 40% ),) 60% 80% 100% 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Travel Companions (2006) 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Travel Companions by Destination Husband or wife Family/relatives Mother and daughter Friends/acquaintances Fellow employees Alone Overall East Asia &&'" &&'( !('! China &)'& ! ') South-East Asia !)'& &)'% U.S. mainland Canada !"'* Hawaii &' ! ,# !,'( &'( &'( South America Middle East, Africa and others !&,! (%,* !),& %, ((,& %', !),! &'% %!' &)') !"'" 40% %'! "' ! ,! &'( ',# %' 60% ),! (%,' %)'( !(', &,( (!,# !"', %)'( 20% (%, ! ,* "'( %*'! 0% ,' )' %)'" ! ,& (&,! (&,' '! Europe, Russia !(,' &'* South Pacific Islands !#,& (!,% %!', ! '% Oceania !*, (#, &*'! Guam, Saipan (!,! '! !(') &!'! ') !(,! &, ,& !%,* (*, (, ! ,) (, (), ,( 80% ! ,) 100% 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Travel Arrangement by Purpose (2006) Package tours Overall Group travel 50.7 Holiday 4.4 Others 38.2 67.3 6.7 26.8 Honeymoon 2.9 90.6 Visiting family and friends 10.3 35.0 17.0 34.0 Conferences and meetings 4.3 4.3 26.0 78.3 14.8 0% 6.9 78.3 5.0 Exchange trips 5.2 82.8 Business trips 3.5 Research and field trips Individually arranged travel 13.0 44.4 20% 40% 27.8 60% 13.0 80% 100% 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Travel Arrangement by Travel Experience (2006) Package tours Once Group travel Individually arranged travel 59.0 2〜3 times 12.9 67.0 4〜5 times 56.6 6〜9 times 56.9 7.6 8.9 0% 20% 20.1 28.3 4.9 43.9 10 times and above 16.5 34.1 46.2 40% 60% Others 11.5 5.3 6.3 4.2 7.5 80% 100% 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Travel Arrangement by Destination (2006) Package Tours Individually Arranged Travel Overall East Asia China South-East Asia U.S. mainland Canada Hawaii Guam, Saipan South Pacific Islands Oceania Europe, Russia South America Middle east, Africa and Others 50.7 Group Travel Others 4.4 52.8 38.2 5.2 38.2 6.5 36.2 11.4 45.3 4.0 6.1 64.4 8.9 55.3 38.2 66.9 6.6 70.6 7.2 48.6 40.0 6.2 6.3 40.0 69.9 5.9 20.6 27.4 2.6 4.7 15.1 8.8 59.2 51.1 5.2 24.4 72.5 0% 5.7 44.0 45.2 22.7 6.7 11.4 23.0 6.2 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Travel Reservation Method (2006) ％ Other Airlines 4.8% 4.8% Mail order, telephone 17.1% Internet 38.0% Travel agent 30.5% 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Travel Reservation Method (2001-2006) Travel firms Internet Mail order/telephone Airlines Others ％ 50 45 40 35 30 25 20 15 10 5 0 2001 2002 2003 2004 2005 2006 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Travel Reservation Method by Overseas Travel Experience (2006) Travel firms Internet Mail order, telephone Airlines Others ％ 50 45 40 35 30 25 20 15 10 5 0 1 time 2-3 times 4-5 times 6-9 times 10 times 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
2. Travel Style Travel Reservation Method by Market Segment (2006) Male students 29.6 Single men 33.3 14.1 47.6 Married men 37.2 Middle-aged men 39.3 Elderly men 25.3 32.9 29.4 33.1 Travel firm Mail order, telephone Married women-employed 22.6 40.8 0% 11.1 15.2 29.4 27.3 Elderly women 8.5 43.0 39.4 Middle-aged women Airlines 33.6 31.8 Married women-housewives 20% 5.5 39.7 51.4 Single women (30-44) 26.9 40% 3.0 6.5 29.1 38.9 Single women (15-29) 13.0 27.1 30.5 Female students 7.0 18.0 27.1 Internet 10.0 60% 3.8 7.8 16.6 4.2 18.4 4.0 18.4 4.4 25.5 3.8 80% 100% 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
Content 1. Current Outbound Travel Market 2. Travel Style 3. Key Market Segments 4. Recent Topics in Japan 5. Approach To Japanese Travel Companies
3. Key Market Segments 3.1 Baby Boomers 3.1 Baby Boomers
3. Key Market Segments 3.1 Baby Boomers Japanese Population 2006 Baby Boomers Born between (1946-1951) / Current market share of 8.5% Female Male 80 75〜79 70〜74 65〜69 Baby boomers 60〜64 55〜59 50〜54 45〜49 40〜44 35〜39 30〜34 25〜29 20〜24 15〜19 10〜14 5〜 9 0〜 4 6,000 5,000 4,000 3,000 2,000 1,000 0 1,000 2,000 3,000 4,000 5,000 6,000 6RXUFH 0LQLVWU\ RI -XVWLFH ³6WDWLVWLFV RQ ,PPLJUDWLRQ &RQWURO
3. Key Market Segments 3.1 Baby Boomers Top 15 Prefectures of Departure for Baby Boomers Tokyo Kanagawa Osaka Aichi Chiba Saitama Hyogo Fukuoka Shizuoka Kyoto Ibaraki Hokkaido Male Hiroshima Gifu Female Nara 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 Persons Source: Japan bluebook 2006/2007
3. Key Market Segments 3.1 Baby Boomers Financial Background of Baby Boomer Yearly Disposable Income Million yen 2.0 1.8 1.6 1.4 1.2 1.0 0.8 0.6 0.4 0.2 0.0 under 5M 5-10M 10-15M 15 M Source: Statistical data book on the Life Consciousness of Mature people 2006
3. Key Market Segments 3.1 Baby Boomers Current employment situation 55-59 age group ',( (,% &, #,( Company employed Casual employed % & ,% Self-employed Other Don't know Don't understand %&,( Source: Statistical data book on the Life Consciousness of Mature people 2006
3. Key Market Segments 3.1 Baby Boomers Reasons for Desires to Continue Employment Necessity to live Play a role in the society Contribute to the society Use one's experience and skills To be active and healthy Work is one's life Don't want to stay at home Other reasons Don't understand 0 10 20 30 40 50 60 ％ Source: Statistical data book on the Life Consciousness of Mature people 2006
3. Key Market Segments 3.1 Baby Boomers Characteristics of Baby Boomer 1. Concerns for the health and the environment ¾ Purchasing organic foods, vitamins and supplements. Volunteering in NPO environmental activities. 2. Desire to feel young ¾ Their heart is still young and they want to look young. 3. Importance of safety and independence ¾ High concerns in regards to security and do not want to become a burden on their children. 4. Enjoy living ¾ Strong feelings of doing what they like. 5. Intellectual curiosity ¾ Desire to study intellectual materials i.e. arts, classical concerts. 6. Contributing to the society ¾ Even after retiring they still desire to contribute to the society i.e. through NPO activities. 7. Distinct preferences ¾ Desire to have their own individual preferences met.
3. Key Market Segments 3.1 Baby Boomers Preferences when Traveling I want to see nature I want to visit traditional rather than modern places I want to go to a place I haven't been to I want to go with campanions I want to stay 2 nights or more I want to study about the destination before I go I want to explore places in depth I prefer quality rather than price I want to arrange the trip myself Male I want a trip filled with experiences rather than just observation Female 0 10 20 30 40 50 60 70 80 90 100 ％ Source: 2006 Leisure White Book Baby boomers, 2007 issues and future trend in holidays
3. Key Market Segments 3.1 Baby Boomers Baby Boomer Style of Travel ,Q DOO VXUYH\V FRQGXFWHG LQ WKH SDVW UHVXOWV UHYHDO WKDW WR µWUDYHO¶ LV WKH PRVW SUHIHUUHG activity after retirement. ¾ Travel companions will depend on the activities at the destination. Æ Famous and historical places for sightseeing, resorts and spas couples Æ Climbing mountains, golf, diving, sports and hobby related travels individual or with friends ¾ Spring and Autumn are the popular seasons after the busy seasons. ¾ For 60 years over 50% stay over 7 days in their trips, 50 years 5-7 days is most popular with around 30% preferring over 7 days. ¾ Prefer a trip that can provide relaxation, i.e. hot springs, natural scenery, famous and historical places. ¾ Motivation for trips: making past dreams become reality, continuing dreams and taking WULSV WKDW UHPLQGV WKH µ*RRG 2OG 'D\V¶ ¾ Traveling with the family
3. Key Market Segments 3.1 Baby Boomers Baby Boomer - Activities Desired on Trips in the Next 10 Years 55 57 Nature scenery 46 48 Staying in hot spring 39 Enjoying the traditional foods Visiting famous and historical places 41 49 32 33 30 34 Driving Visiting the traditional streets of the destination 24 Visiting world heritage sites 21 Going sight-seeing at a well-known place Staying at a resort Outdoor activities 52 12 17 16 18 39 29 Male Female Source: 2006 Leisure White Book Baby boomers, 2007 issues and future trend in holidays
3. Key Market Segments 3.2 Female Travelers 3.2 Female Travelers
3. Key Market Segments 3.2 Female Travelers Fall in Female Travelers 20s Age Group Million 3.0 2.5 2.0 1.5 1.0 0.5 0.0 1975 1980 1985 1990 1995 2000 2005 6RXUFH 0LQLVWU\ RI -XVWLFH ³6WDWLVWLFV RQ ,PPLJUDWLRQ &RQWURO
3. Key Market Segments 3.2 Female Travelers The Departure Ratio of Women in their 20s and 30s 20-29 30-39 35 30 25 20 15 10 5 0 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Source: Ministry of Justice, arranged by JTM
3. Key Market Segments 3.2 Female Travelers Reasons for Changes ① Continuous decline in this population ② Unstable employment and lower income ③ The extra costs of living compared with previous generations, i.e. mobile phone
3. Key Market Segments 3.2 Female Travelers 30s Female Today Background for their frequent overseas travel. ¾ Increased share of singles. Presently 30 % of women between ages 30-34 and 20% of women between 35-39 are not married. ¾ Fewer children to look after. Less than 30% of women aged 30-34 have children, and 50% of married women between 35-39 have children. ¾ Rich travel experience during 1990s when they were in their 20s Previous travel experience (Avg. No.) No. of overseas trips in the previous year (Avg. No.) Single women (30-44) 13.0 1.6 Married women (employed) 11.9 1.4 Married women (housewives) 11.3 1.2 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
3. Key Market Segments 3.2 Female Travelers Destinations for the Single Females Europe/Russia 25.5 25.1 East Asia Southeast Asia 17.3 Hawaii 8.2 5.3 U.S Mainland Canada 4.5 China 4.1 3.3 Oceania Guam/Saipan 2.9 Middle East/Africa, etc 2.9 South Pacific Islands 0.4 Central and South America 0.4 0 5 10 15 20 25 30 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
3. Key Market Segments 3.2 Female Travelers Activities Undertaken at Destination 69.0 Shopping Natural and scenic attractions 58 Gourmet sampling 55 Historic and cultural attractions 55 Rest and relaxation 30 Art galleries and museums 28 Beauty treatments/Massage 28 15 Theatre performances Visiting family/friends 9 Theme parks 8 Night tours 7 0 10 20 30 40 50 60 70 80 ％ 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
3. Key Market Segments 3.2 Female Travelers Travel Reservation Method Internet 51.4 Travel firms 22.6 15.2 Mail order/telephone Don't know 12.3 Airlines 7.8 1.6 Others 0 10 20 30 40 50 60 ％ 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
3. Key Market Segments 3.2 Female Travelers Travel Arrangements 6RXUFH -DSDQ 7RXULVP 0DUNHWLQJ &R ³)DFWXDO 6XUYH\ RI 2YHUVHDV 7UDYHO 6LWXDWLRQ -7% 5HSRUW
Content 1. Current Outbound Travel Market 2. Travel Style 3. Key Market Segments 4. Recent Topics in Japan 5. Approach To Japanese Travel Companies
4. Recent Topics in Japan Asia Gateway International Airfare Deregulation in Japan ¾ 22nd June 2007: Japanese Government announced its consideration of international airfare deregulation Purposes 1. Strengthening Asia as a whole, deregulating, increasing trade knowledge and networking 2. Further communication Japan to Asia-products, people and places. 3. ,QFUHDVLQJ -DSDQ¶V FRRSHUDWLRQ ZLWK PDMRU UHVHDUFKHV DQG SURMHFWV WR GR with international issues. Current Actions ¾ Revision of existing price restriction and approval of airfare pricing ¾ Foreign LCCs may enter the market Æ spur competition Æ increasing consumer convenience
4. Recent Topics in Japan Deregulation in IT Charter Flight System !"#" %&'()* ,*-,./0,1. 2&%3)4",/*%#,05'#("#6, 7 *% 2"8,9::;, ' , ?3(,@,,A ,(5", ) )3(# ,*-,B' 8@,. -#'3(#%2(%#",' 8,/#' 3C*#(D Old Regulation New Regulation Opportunities One is required to stay at the FDUULHU¶V FRXQWU\ RI ORFDWLRQ No stay requirement The use of foreign carriers in tour packages All accommodation is required to be pre-arranged Only 50% of accommodation needs to be pre-arranged Some free nights can be included into tour packages Carriers are only permitted from country of departure or arrival Third country airline is permitted Wider selection of choice and supply Operation frequency is restricted Where there is no schedule on the route, no restrictions for same day operations Pave the way for future scheduled services E*#(5"# ,&) 5(3@,FG)33,5)H) @,(5",#"8,I'C&",&"'4"3,) ,0' '8',' 8,05) ','#",2%##" (,8"3() '()* 3,, (*%#,*C"#'(*#3,'#",-*2%3) ,* D
4. Recent Topics in Japan Low Cost Carriers All Nippon Airlines Announced to launch up a LCC, targeting the Japanese-Asian market Korean Airlines Plans to launch LCC within the next 3 years Jetstar (Australia) Already operating: %ULVEDQH ļ 2VDND Sydney ļ 2VDND Economy airfares: USD 240 USD 300 (excluding tax) Cairns ļ 1DJR\D Economy fares: USD 240 (excluding tax) Starting from Oct, 8th 2007: Cairns ļ Osaka
4. Recent Topics in Japan Obstacles and the Usage of Regional Airports New Chitose ¾ Lack of slots at main airports Æ usage of regional airports Niigata Okayama Hiroshima ¾ Restriction of slots (mainly Narita and Haneda) ¾ High cost of main airport use (landing / hard standing fees) Fukuoka Sendai Narita Haneda Chubu Kansai
4. Recent Topics in Japan Questionnaire for JATA World Tourism Congress 2007 Purpose of survey: Æ consider the viewpoints of senders and receivers and seek the issues that are Japan is facing in the overseas travel market
4. Recent Topics in Japan -DSDQ¶V EXVLQHVV VWDQGDUGV FRPSDUHG ZLWK JOREDO VWDQGDUGV Japanese business practices are considered to be different Overall Æ 90% Suppliers Æ 50% Travel Agencies Æ 30% Deposits and bloc allotments to most differ, at 60% and 46% respectively However, Japanese business practices will not be an obstacle to expand its outbound market Suppliers Æ 50% Travel Agencies Æ 70% 5HYLWDOL]LQJ -DSDQ¶V RXWERXQG PDUNHW Strengths Weaknesses Japanese good manners Depreciation of the Yen High credibility in payment Low profitability High contribution to the visitor arrival Decrease in personal income Stagnant economic growth
4. Recent Topics in Japan Supplier Æ travel agencies or tour wholesalers that loaded the inventory, it has contracted into own database Vendor/Provider Æ only travel agents and wholesalers Pricing/Change of Rates Æ GHSHQGV RQ WUDYHO DJHQW¶V RU ZKROHVDOHU¶V VDOHV YROXPH (inclusive tour fares) Customer Æ combines travel available components from preferred travel agency or wholesaler D y n a m i c P a c k a g i n g Supplier Æ several, different supplier inventory management systems Vendor/Provider Æ any company having a system to directly access multiple inventory management systems from suppliers Pricing Æbased on most updated availability by suppliers (i.e. hotels, airlines) (individually published fares) Changes of Rates Æ DFFRUGLQJ WR VXSSOLHU¶V UHYHQXH management policies Customer Æ builds own tour package by choosing best product and price from several, different suppliers
4. Recent Topics in Japan Supplier Supplier Æ travel agencies or tour wholesalers that loaded the inventory it has contracted into own database Æ several, different supplier inventory management systems Differences: Vendor/Provider Æ only travel agents and wholesalers Îdistribution systems Vendor/Provider Æ Any company having a system to directly access multiple inventory management systems from suppliers Pricing Pricing/Change of Rates airfare Îinternational Æ 'HSHQGV RQ WUDYHO DJHQW¶V RU ZKROHVDOHU¶V VDOHV YROXPH (inclusive tour fares) Æbased on most updated availability by suppliers (i.e. hotels, airlines) (individually published fares) Changes of Rates Îrange of products offered to customer Æ DFFRUGLQJ WR VXSSOLHU¶V UHYHQXH management policies Customer Customer Æ combines travel available components from preferred travel agency or wholesaler Æ Builds own tour package by choosing best product and price from several, different suppliers
4. Recent Topics in Japan Dynamic Packaging in Japan Awareness and opinions of consumers. ¾ Awareness, January 2007 Don't know 72.7% Know but don't use 23.8% ¾ Information source ¾ Reasons for use Know and use 3.5% Source: Travel Journal, Jan. 1.8, 2007
4. Recent Topics in Japan Dynamic Packaging in Japan Awareness and opinions of consumers. ¾ Awareness, January 2007 !&,) Internet-search !(,( Pop-ups ¾ Information source ¾ Reasons for use Newspaper articles !, Word-of-mouth !,' 0% 2% 4% 6% 8% 10% 12% 14% 16% Source: Travel Journal, Jan. 1.8, 2007
4. Recent Topics in Japan Dynamic Packaging in Japan Awareness and opinions of consumers. ¾ Awareness, January 2007 ,! Price '&, Loyalty to company %',# Detailed information ¾ Information source (',) Online booking and payment !),! Selection of sights ¾ Reasons for use ),) Other than sight-seeing 0% 20% 40% 60% 80% Source: Travel Journal, Jan. 1.8, 2007
Content 1. Current Outbound Travel Market 2. Travel Style 3. Key Market Segments 4. Recent Topics in Japan 5. Approach To Japanese Travel Companies
5. Approach to Japanese Travel Companies Group/ Incentive Business Travel Direct PKG Sales Package Retail Package Wholesale Type Leisure FIT (Air / Hotel) Travel Companies in Japan General Travel Company Retail Company In-house Agency Wholesaler Direct Marketing Company (Media Sales) Online Travel Agent Business Travel Management Company Business Domain Business fields handled by some companies of the type
5. Approach to Japanese Travel Companies Types of Travel Agencies by Registration and Designated Services Classifications of Reservation To organize (produce) Wholesale Package Tour International Domestic To retail Package Tour To make Travel Arrangements for the client as an agent International International Domestic To handle Overseas Visitors Domestic 1st category 2nd category 3rd category Sub-Agents for Travel Agencies www.jata-net.or.jp/english/membership/index-m.htm
5. Approach to Japanese Travel Companies Number of Registered Japanese Travel Agencies Travel Agencies Category Year TravelSub agencies Total 1st 2nd 3rd 2000 874 2,747 6,090 1,358 11,069 2001 868 2,762 6,188 1,308 11,126 2002 855 2,780 6,312 1,201 11,148 2003 841 2,782 6,314 1,129 11,066 2004 784 2,765 6,259 1,061 10,869 2005 781 2,727 6,179 1,015 10,702 2006 817 2,757 6,088 959 10,621
5. Approach to Japanese Travel Companies Package Tour Distribution Channel in Japan Airlines Airline seat distributors Retail Wholesalers JTB World Vacations Kinki Nippon Tourist NTA JALPAK, ANA Sales Nippon Express Hotels JTB Group KNT NTA H.I.S. PTS Call Center Web Site Consumers Other Suppliers Bus/Rail Restaurants Tour Guides Attractions Duty free & Shopping Land operator s Direct Marketing Company Club Tourism International Offices of Major Travel Companies Nikko Travel World Air & Sea Service Hankyu Trapics JTB Tabi-monogatari Online Agent
Thank you for your kind attention! Masato Takamatsu Director and Vice President, Marketing (JTM) JATA World Tourism Congress Tokyo, September 13th , 2007
2. Travel Style Survey Outline 1.Factual Survey of the Overseas Travel Situation 1.1 Respondents Individual men and women who traveled overseas in 2006, live in Tokyo, Osaka, Aichi and are of at least 15 years old. 1.2 Methodology Respondents with experienced overseas travel in 2006 selected by Internet survey. (Telephone survey until 2005 .
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