While offline channels continued to account for the majority of travel intermediaries’ sales in 2019, the rise of online travel is reshaping the competitive environment for Japanese travel agencies. Travellers can now turn to a wide range of global online travel providers, the websites of airlines and hotels, meta-search websites and even search engines such as Google as they look to prepare their trips.
Typically, online travel players offer loyalty programmes, with Rakuten Travel providing Rakuten Point, which can be used in relation to all of the Rakuten group’s services, and airlines providing mileage programmes. Traditional intermediaries tend to lag behind in this respect.
The rapid development of online channels is placing considerable competitive pressures on traditional travel intermediaries, such as JTB and HIS, whose strength is in bricks-and-mortar outlets. In response, traditional travel intermediaries are looking to differentiate themselves by enhancing the consumer in-store experience through technologies such as virtual reality.
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Discover the latest market trends and uncover sources of future market growth for the Travel Retail industry in Japan with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Travel And Tourism market research database.