If you are seriously thinking
about marketing to the Japanese tourist, it is advantageous to know more
about them, their preferences and behaviour - and to know more
about what they expect from
their well-earned holidays! It is, of course, not essential to be a
"Japan expert" but just a little knowledge about Japanese
culture and expectations will go a long way.
Using
our extensive knowledge and experience in both the UK and here
in Japan, Iponics
Japan can advise on these matters in order to maximize the effect of your Japanese language
website.
Demographics
& Recent Travel Trends
| Population: |
127.2
million |
| Life expectancy: |
Men
- 78 years; Women - 84 years - this represents
the highest in the
world |
Proportion of the
total population aged 65+ |
17.9% and will exceed 1:4 by the year 2015.
This “greying”
of society is accompanied by changing lifestyles.
Japanese now have increased free time
and travel is viewed as part of a balanced lifestyle |
Japan remains a very rich country with enormous personal
savings, and is currently the second largest economy in the
world with long-term pro spects
remaining optimistic. The number of Japanese travelling abroad during 2002 was
16.52 million, this represents an increase 1.9% on the previous
year. Below are some
statistics concerning the Japanese tourist:
|
Outbound travel:
|
| Asia |
|
43.1 |
| US
mainland |
|
8.9% |
| Canada |
|
3.0% |
| Hawaii &
Pacific |
|
16.7% |
| Oceania |
|
5.5% |
| Europe |
|
17.6% |
| Others |
|
5.1% |
|
Purpose of travel:
|
|
Tourism
|
|
66.5%
|
|
Business
|
|
11.6%
|
|
Visiting
family/friends
|
|
5.7%
|
|
Male/female
ratio: |
| Male |
|
55.2%
(9.12 million) |
| Female |
|
44.8%
(7.40 million) |
|
Strong Markets:
|
| Women
in their 20's |
|
2.10
million |
| Men
in their 30's |
|
2.04
million |
|
Arranging travel:
|
| Package tours |
|
48.2% |
| Individually
arranged |
|
37.1%
(increasing) |
| Group
travel |
|
6.2% |
Package
tours make up the largest section of all travellers, accounting
for 48.2% of the total outbound market. The
number of individuals arranging their own travel, however, has increased
- and now accounts for 37.1% of the market. This trend seems set
to continue with more people positive about organizing their own holidays.
The Japanese traveller
has become more and more discerning, sophisticated and independent.
This results in an increasing number of people taking
responsibility for their own travel plans and also actively seeking value for money and time and lifestyle
experiences.
Cultural
considerations &
caring for the Japanese visitor
Japanese travellers want more opportunities to observe local
culture, history and daily life - they want to "experience
Britain". The British way of
life is highly respected, and the Japanese generally have a very
positive image of the country.
An important factor of success in the Japanese market lies in making
efforts to understand the Japanese customer’s mind. The
Japanese emphasize quality, human relationships, perseverance,
value-for-money and long-term commitment.
The Japanese are certainly discerning and demanding customers.
A little
extra care or attention to their needs can make a big difference.
Below are a few issues to consider when dealing with Japanese
guests.
| |
Information:
Presenting the potential traveller with some information
in Japanese is highly recommended - whether that be in the
form of pamphlets, info guides and
travel information, etc. Probably the most effective
way of providing all of this information is online. |
| |
Quality
products:
The Japanese tourist may spend a lot, but value-for-money is
important to them. |
| |
Quality service:
Back home, the Japanese are used to the highest levels of
service - quick, polite and considerate service is the
norm and they will notice when service levels are not up to
par. |
| |
Quiet feedback:
The customers may give little immediate feedback - good
or bad. This is often because they are too
embarrassed or not confident in their ability to
communicate. However, they will certainly communicate when
they get back to Japan - creating potentially very good or
very bad word-of-mouth. |
| |
Attention to
detail:
The Japanese generally like and notice small touches and
details. |
| |
A "British
Experience":
They have made a big effort to travel to Britain and so
they want to "experience Britain" when they are
in the country. The bottom line is - be prepared to offer a
British experience, but one that is sensitive to customer
needs. |
| |
Safety:
Japanese travellers are very sensitive on safety issues. |
| |
|
Iponics Japan, being based in Japan and with both British and
Japanese staff, have experience and knowledge of the Japanese
market. More information on our company can be found here,
and details of some of our clients can be found here.
Source of statistical information: VisitBritain
(www.visitbritain.com).
We would like to extend our thanks to VisitBritain for their
cooperation
and permission to use this information. |
