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Four in five in Japan complete their international travel booking at least two months in advance: GfK

Top three popular destinations are Taiwan, Hawaii and Korea

TOKYO, 22 June 2015 – When it comes to traveling for leisure, Japanese travelers are appearing more eager than some others to plan and finalize their holiday plans. Even in this current digital age where online bookings can be made within minutes at just the click of a button, 79% of Japanese travelers surveyed said they have already booked their international travel at least two months in advance, and as many as over half (57%) even said they have completed their reservations more than three months ahead of their actual travel date.

GfK recently conducted the Consumer Travel Tracker online survey in Japan among over 500 respondents on the process of booking they made for their own leisure international travel. According to the survey findings, 13% of respondents even said they made their reservations more than seven months ahead of their travel date.

“The survey results yielded some interesting findings which helped characterized the purchasing behavior of Japanese travelers, such as the fact that they would make and confirm their holiday plans early in order to secure their bookings, especially for popular tourist spots such as Hawaii,” highlighted Lawrence Liew, North Asia Director for Travel & Hospitality at GfK. “A quarter of travelers who picked Hawaii as a vacation destination said their bookings had been confirmed seven months before the actual trip.”

Nearly two in five (39%) Japanese travelers based their international travel planning on information researched solely from the internet and 34% said they utilize both online and offline platforms. The remaining 28% used only offline platforms for the same purpose.

“The high dependency level by over 70% of travelers demonstrate the heavy reliance of Japanese travelers’ on the internet in the travel planning process, but on the other hand, there is also a notable proportion of consumers in this advanced economy who totally bypass the online channel and are depending solely on physical platforms,” observed Liew. “This means that brick and mortar travel agencies are still very relevant and essential for nearly three in ten travelers in the country!”

The top three sources of travel information used as references by travelers were all online. Way ahead in the first place with a significant margin from the second and third ranking sources was online travel agency’s website/app, browsed by nearly half (47%) of all travelers. Airline websites/apps, followed by brick-and-mortar travel agency websites/apps are the other two popular platforms used by 25% and 23% of travelers respectively.

However, when it comes to making the actual flight, hotel or package holiday bookings, over half (54%) of all respondents said they used brick-and-mortar travel agency websites instead. The usage of the top ranking source of information—online travel agency websites for actual booking remained low, used by 20% only.

“In today’s highly developed society, the consumer travel purchase journey has not only spread across multi-channels but also has a high tendency to switch across multiple connected devices,” commented Liew. “Travel suppliers and intermediaries with the ability to deliver consistently good customer experience across the different channels and devices would have a higher chance to remain relevant to consumers for a longer time,” he concluded.

The most popular destinations among Japanese consumers, according to the research were Taiwan, Hawaii and Korea.  

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s 80 years of data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit or follow GfK on Twitter:

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