Rakuten Travel Reveals
Travel Trends for Summer 2014

TOKYO, June 30, 2014 – Rakuten Travel, Inc., a travel booking service of Rakuten, Inc. today announced the accommodation booking status of domestic and overseas travel during the summer holiday period (between July 15 and August 31, 2014).

[Period] July 15 to August 31, 2014 

■ Domestic travel
Domestic accommodation: +20.1%
By region – Ehime Prefecture: +66.9%, Kochi Prefecture: +47.1%, Ibaraki Prefecture: +43.0%

■ Overseas travel
Overseas accommodation: +12.8%
By region – Indonesia: +55.5%, China: +42.6%, Taiwan: +39.3% 

* See below for other destinations ranked lower.

Domestic Tourism Topics

The domestic travel sector will perform strongly over the summer holiday period with reservations up 20.1% from last year. In particular, the new island exposition, “Setouchi Shimanowa 2014,” and the popularity of the Seto Inland Sea among cyclists have boosted reservations in the Shikoku area, with Ehime Prefecture up by 66.9% and Kochi Prefecture up by 47.1%. Furthermore, reservations have risen dramatically elsewhere, rising 38.7% in Gunma Prefecture where the Tomioka Silk Mill and Related Industrial Heritage became tentatively listed as a World Heritage Site on June 21, and rising 38.5% in Osaka-fu where Universal Studios Japan®, a new tourist attraction, is slated to open on July 15. Spending on accommodation has also risen by 4.4% per person per night. As for transportation, reservations for hybrid rent-a-cars are up 143.7% with their popularity being driven by the rising cost of gasoline. 

■ Big boost for the Tomioka Silk Mill region in wake of World Heritage listing

The Tomioka Silk Mill region, which was tentatively listed as a World Heritage Site by the UNESCO (United Nations Educational, Scientific and Cultural Organization) on June 21, has since seen a big boost in reservations by tourists visiting the site. This has increased reservations for accommodation by 38.5%. In particular, reservations in areas around Tomioka Silk Mill and Fujioka, Myogi, Annaka, and Isobe Hot Springs, including the Arafune Cold Storage and Takayama-sha Sericulture School, listed as related industrial heritage sites, have risen sharply by 61.6%. The boost in reservations in Gunma Prefecture has been driven by its accessibility not only from the Metropolitan area, but also places further away such as regions in Tohoku, via the Kanetsu Expressway. 

■ A cycling boom has hit the Seto Inland Sea area following the boom in pilgrimages

Popularity has been rising in Shikoku for pilgrimages with a history dating back 1,200 years, to visit 88 shrines. Reservations have gone up 66.9% in Ehime Prefecture and 47.1% in Kochi Prefecture, placing them 1^st and 2^nd in the country as travel destinations. Reservations in Hiroshima Prefecture, connected by the Seto Inland Sea, Shinamami Sea Route  to Ehime Prefecture, have also risen by 39.2%. The bridge over the channel on the Shimanami Sea Route has Japan’s first cycling lane, and its popularity has been rising every year resulting in reservations being boosted 77.3% around the Imabari and Shimanami Sea Route area inEhime Prefecture. 

■ Growing popularity of expensive holidays this summer with an increase in budgets

Money spent per person per night has gone up 4.4% with the popularity of more expensive accommodation. Questionnaires regarding travel budgets showed that people whose budgets had “Increased” (total number of people who chose “Increased dramatically” and “Increased modestly”) made up 19.5% of all respondents, surpassing by 5.1% of those who chose “Decreased” (total number of people who chose “Decreased dramatically” and “Decreased modestly”) who made up 14.4% of all respondents. It shows a trend toward increased travel budgets. Moreover, in a questionnaire asking the reasons for the budgetary changes, 12.8% of people replied that it was because they had booked “More expensive hotels than last year,” marking an 8.6% increase over last year’s 4.2%, indicating the rising popularity of luxury accommodation over the summer holidays. 

■ Popularity of hybrid rent-a-car reservations driven by the rising cost of gasoline

Regarding transportation, reservations for rent-a-cars over the summer holidays are up 57.2%. Reservations particularly among young people in their 20s have gone up 114.9%. Reservations for hybrid rent-a-cars have also gone up 143.7% with their popularity being driven by the rising cost of gasoline. 

■ Reservations made through mobile devices (*1) have roughly doubled among people in their 20s

The use of smartphones has spread to over 50% of households (*2), and summer holiday reservations made through smartphones and other mobile devices are up 71.7%. Reservations among people in their 20s in particular have skyrocketed, rising 98.8%.

(*1) Mobile devices including smartphones, tablets, and feature phones
(*2) Consumer Confidence Survey, Economic and Social Research Institute of the Cabinet Office, April 2014 http://www.esri.cao.go.jp/en/stat/shouhi/shouhi-e.html

Outbound Tourism Topics

■ Overseas travel has gone up 12.8% despite the consumption tax hike

Overseas travel has gone up 12.8% over the summer holidays this year despite the consumption tax hike in April. By area, Indonesia marked the biggest increase. Travelers to Indonesia are on the rise every year as the result of greater convenience with direct flights connecting Japan and Indonesia, and increased number of flights to and from Haneda Airport. Indonesia is also a resort with a warm climate, many bustling cities, historical cultural heritage sites and a food culture which have added to its popularity.

Furthermore, the popularity of travel to Hong Kong and Taiwan have continued to grow this summer as nearby destinations that only take around three hours to get to. 

■ Peak days will be August 13 for departures, and August 17 for return flights

August 13 will be the peak day for departures overseas during the summer holiday season, and August 17 is expected to be the peak day for return flights. 

[Reservations Made by Travelers: Top 10 Prefectures with Highest Growth Rates]
* Calculated by comparing the number of people and days booked year-on-year as of June 19, 2014

[Reservations Made by Travelers: Top 10 Destinations]
* Calculated by comparing the number of people and days booked year-on-year as of June 19, 2014 

[Reservations Made by Travelers: Top 5 Overseas Destinations with Highest Growth Rates]
* Calculated by comparing the number of people and days booked year-on-year by two or more people (leisure) and a total of 100 or more people and days as of June 19, 2014 

[Reservations Made by Travelers: Top 5 Destinations]
* Calculated by comparing the number of people and days booked as of June 19, 2014

[Domestic Travel Trends Survey]
Calculations based on the number of people and days booked as of June 19, 2014, and compared year-on-year.
Period examined: July 15 to August 31, 2014
Domestic travel: Domestic accommodation, ANA Raku Pack, JAL-Raku Pack

[Rent-a-Car Reservations Survey]
Calculations based on number of reservations as of June 19, 2014, and compared year-on-year.
Period examined (based on dates of return): July 15 to August 31, 2014

[Overseas Travel Trends Survey]
Calculations based on the number of people and days booked as of June 19, 2014, and compared year-on-year.
Period examined: July 15 to August 31, 2014
Overseas travel: Overseas accommodation (includes reservations of overseas hotels only and dynamic package accommodation)

[Survey Summary]
Area: All of Japan
Respondents: Members subscribing to Rakuten Travel News (online)
Sample size: 1,817
Survey period: June 20 to June 23, 2014
Organization: Rakuten Travel Inc.