Japan Online Travel Overview Report

Japan Online Travel Overview Report Published March 2013 Analysts: Haruo Ushiba, Deepak Jain, Maggie Rauch


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While the Asia Pacific region's emerging markets are often the ones making headlines, Japan boasts APAC's largest online travel market and the world's third-largest travel market overall. The country continues to feel the effects of lingering economic stagnation and is slowly recovering from the March 2011 earthquake and tsunami. Although Japan's travel market growth will remain sluggish through 2015, relatively stronger online bookings gains are narrowing the gap between Japan and the world's most mature online travel markets.

Phocuswright's Japan Online Travel Overview provides market sizing and forecasts for Japan's total and online leisure/unmanaged business travel markets from 2010-2015. In addition, the report discusses the key trends and developments shaping Japan's travel and tourism industry.

Report highlights include:

  • Total market and online leisure/unmanaged business travel bookings for 2010-2015
  • Bookings by major travel product segment – air, hotel, rail and car rental – along with analysis of segment drivers and dynamics
  • Comparison of supplier-branded websites and online travel agencies (OTAs), including key players, bookings and projected growth rates through 2015
  • Role of traditional travel agencies and tour operators
  • Analysis of the OTA landscape – local versus global players, business models and segment performance
  • Impact of mobile, search, metasearch and social

Phocuswright's Japan Online Travel Overview provides a comprehensive look at Japan's unique and complex travel marketplace.

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  • Introduction
    • Key Findings
    • Methodology
  • Market Overview
  • Segment Analysis
    • Airlines LCCs Shake It Up
    • Lodging Looking for an Opening
    • Rail and Car Rental
    • Travel Agents and Tour Operators
  • Online Travel Market
    • Hotels Depend on OTAs as Airlines Fly Solo
    • Rail and Car Rental
    • OTAs Locals Lead as Globals Pursue
    • Technology Rich High-Tech Environment with Room for Growth
    • Search Metasearch and Social

Phocuswright has been tracking the financial results of the Asia Pacific travel industry since 2002. This report’s estimates and forecasts cover Japan-based travel businesses, including travel suppliers (airlines, hotels, car rental companies, railways) and online travel agencies. The total market size includes sales of non-Japanese travel suppliers transacted via Japan-based online travel agencies.

Both leisure and unmanaged business travel services are included in the online travel market size and forecast figures. Unless otherwise indicated, all online gross bookings and share figures refer to leisure/unmanaged travel. Unmanaged business travel refers to all air, car and hotel expenses associated with business travel in firms that do not have a travel policy dictating channel, type of travel, supplier or fare/rate uses. Corporate online booking systems are excluded from this analysis.

Phocuswright builds its estimates and forecasts from discussions with 30 travel executives regarding their companies’ Internet sales, marketing and technology investments, challenges, strategies and expectations. Their responses have been vetted and aggregated to determine market size for supplier websites and online travel agencies. Phocuswright also reviewed data from select sources such as the Ministry of Economy, Trade and Industry (METI); the Ministry of Land, Infrastructure, Transport and Tourism (MLIT); industry associations, and industry publications.

Figures for 2010-2011 are based on actual company results. Projections for 2012-2015 are based on company interviews and market developments. Phocuswright also considers historical growth and economic trends when developing its forecasts. Estimates and projections are for gross bookings – the retail value of travel sold – after cancellations. Figures for airlines are based on flown (passenger) revenue. Hotel figures are based on room revenue and exclude the country’s ryokan category: small, traditional Japanese inns with an average of 13 rooms and fewer than 10 employees. In the rail category, to avoid counting commuter trips, this study includes passenger revenue from only the bullet (Shinkansen) trains.

The Japanese yen has fluctuated significantly over the past three years, gaining close to 10% per year against the U.S. dollar until 2012, when it slipped 1%. This study looks at the market in both yen and dollar terms. Figures are presented in yen to measure changes in the market, as local currency terms give a clearer picture of local market trends and conditions. Dollars are used to give readers a sense of the size of the market and its components for comparison with other regions.

US $1,095 
CA $1,442 • £855 • €991
FREE for Open Access Subscribers
Add to Cart