Japan Travel Report

Sojern & Google Examine Japan Travel Trends In New Report - By LLuvia Rodriguez

A japanese flag in front of Mount Fuji - Unsplash
Sojern & Google Examine Japan Travel Trends In New Report


Sojern Teamed Up With Google To Look At Inbound Travel Trends To Japan. In Our New Report, We Discuss Mobile & Cross-Device Trends, Last-Minute Planning Patterns, And Market Growth Trends. Here You’ll Get Key Takeaways To Reach Inbound Travelers To Japan. 

With a goal to bring in 40 million annual visitors to Japan by 2020, the country is poised to become a tourism powerhouse. To work on achieving this goal, travel experts from around the world descend on Tokyo for WIT Japan and North Asia. In preparation for this event, Sojern and Google Google explore Japan travel trends to produce a new report. Here we highlight a few of the key insights and takeaways from this collaborative project.

The Diverse Demand For Travel To Japan

According to previous travel analysis, Japan and Tokyo are the fastest-rising destinations for US travelers, And the trend holds: the US appears as the fourth largest searching origin market. Europeans also show interest in travel to Japan. The UK and Germany are both on the list of top 10 searching origin markets.

Yet, the majority of travelers coming to Japan are from nearby APAC countries. Taiwan, Hong Kong, and South Korea claim the top search spots.

Knowing which markets are most interested in travel to Japan allows travel marketers to hone their efforts and ad spend accordingly. It also signals places where you can try new channels or tactics to untap new audiences.

Japan’s Biggest Competition At Home & Abroad

When considering travel to Japan, APAC travelers most often search for South Korea, Taiwan, Thailand, Hong Kong, and China in addition to Japan. Interestingly, European and American travelers are most likely to consider the US as a destination alongside Japan, indicating that shoppers from origins farther away are looking for a similar travel experience rather than destination.

Japan travel trends demonstrate that though tourism is growing, there’s tough competition from both regional and international destinations. Consider using video to inspire travelers to choose your brand, destination, or offering with video.

How Mobile Is Making Waves For Japan Travel Trends

Travelers from APAC are becoming increasingly mobile-first, with 44% of in-region Google.com travel queries for Japan coming from mobile phones. American travelers are more likely to rely on desktop when researching for travel to Japan, but still, 34% of all Japan travel queries from the US are generated on mobile.

The share of mobile intent increases from 27% of all searches during weekdays to 36% on weekends. Desktop dominates the share of bookings to Japan, with mobile bookings spiking on the weekend.

The drop in users on mobile as they move from search to booking indicates tourists traveling to Japan engage heavily in mobile while planning their trip, but are likely to move cross-device further down the funnel. Consider implementing a multi-platform strategy that engages with travelers as they move across devices and during all stages in the travel funnel to capture these smartphone searchers.

Want to learn more about Japan travel trends? Download the full report.


About LLuvia

LLuvia Rodriguez is Sojern's Senior Data Insights Analyst. Born and raised in San Francisco's Mission District, LLuvia studied Physics and Electrical Engineering at UCSD and Cal Poly, San Luis Obispo. Previous to Sojern, LLuvia researched stellar intensity interferometry. Nowadays, she's busy advocating for beautiful data viz at Sojern, playing Zelda, and hanging with her cat, Tesla.

Logos, product and company names mentioned are the property of their respective owners.