SINGAPORE, June 27, 2024 – Global Hotel Alliance (GHA), a consortium of independent hotel brands, unveiled crucial 2024 travel and tourism trends for Japan during its global CEO conference held in Tokyo last week. This marked the first time the event was staged in Japan, drawing the CEOs of over 40 GHA hotel brands to explore the preferences and behaviors of Japanese travelers.
International Travel Preferences
According to data from GHA Discovery, a multi-brand loyalty program with 340,000 members in Japan, the top international destinations for Japanese travelers in 2024 are the United States and Thailand, followed by Singapore. The insights reflect a significant preference for these locations in terms of nights stayed and spending.
Japan remains the most popular destination among GHA Discovery’s 27-million-strong global membership. The United States leads as the top source market for inbound travelers to Japan, followed by Australia, Singapore, and Hong Kong.
Recovery in Travel Trends
A survey by Interbrand Japan in collaboration with GHA highlighted that international travel from Japan is recovering at a slower pace compared to domestic travel. Outbound travel data for 2023 showed that the number of travelers reached only half of the 2019 total. Factors such as high prices, a weak Japanese Yen, and general uncertainty were cited by 74% of respondents as reasons for not planning international trips in 2024.
Japanese Travelers’ Preferences
Japanese tourists prioritizing international travel are seeking new experiences, with 45% of respondents expressing this preference. Sightseeing and shopping are popular activities, while familiar and secure experiences, as well as relaxation in hotels, are less significant. Safety, comfort, and affordability are critical in choosing a destination, especially for high-end customers who are also drawn to adventurous new experiences.
Importance of Hotel Quality
When selecting hotels, Japanese travelers consider the quality of accommodation, convenient location, and affordability as key factors. High-end customers additionally value hotel amenities and the size of the accommodation.
Loyalty Program Insights
Loyalty program members appreciate tangible benefits such as membership rates, discounts, and rewards. High-end customers place greater importance on emotional experiences and superior service quality.
Market Segmentation
Interbrand Japan’s focus group research identified a segment of affluent travelers with a strong inclination for international travel. Contrary to the broader market trend, these travelers prioritize unique, local, and exclusive experiences informed by niche sources rather than mainstream guidebooks. Destinations such as Budapest, Rome, Prague, and mountainous regions in the US and Switzerland are currently inspiring this segment.
Affluent Japanese travelers prefer independent hotels with distinct local character over standard brands. They value loyalty program benefits that enhance their travel experience, including upgrades, complimentary breakfast, and flexible check-in and check-out options.
GHA’s 20th Anniversary
The GHA CEO event in Tokyo also commemorated the alliance’s 20th anniversary. Since its inception in 2004, GHA has grown into a robust network of 40 brands encompassing more than 800 hotels, resorts, and palaces across 100 countries.
The GHA’s latest insights underscore the evolving preferences of Japanese travelers, highlighting a blend of traditional values and emerging trends. As international travel picks up, these trends will shape the future strategies of hotel brands aiming to cater to the Japanese market.