The Japanese Digital Traveler

Summary

Japan has one of the largest and most mature online travel markets in the Asia Pacific region, yet Japanese travelers’ attitudes and preferences present some significant challenges to travel service providers. As demand for online travel grows in the country, travel service providers require a nuanced understanding of the characteristics and forces shaping this market in flux. Commissioned by Google and based on a comprehensive survey of Japanese travelers, this research provides a detailed profile of the Japanese leisure traveler.

Key topics include:
 

• General travel purchasing trends
• Trip drivers
• Online shopping and booking behavior
• Mobile travel planning
• Travelers’ attitudes toward personalization and digital travel assistants