Latest Japan Market Update by HTJ in June 2024 : Showing Strong Signs of Recovery with "Repeaters" and "Direct Booking"

HTJ (Hawaii Tourism Japan) just released their latest Japan Market Update on June 17, 2024.

The latest data reveals that the number of flights between Japan and Hawaii from June to August 2024 is expected to reach approximately 400 flights per month. This figure represents 60% of the flight volume seen in 2019, indicating a robust recovery in the Japanese market. Furthermore, there has been a significant shift in traveler demographics and booking behaviors:

• Repeat Travelers: The proportion of repeat visitors has surged to 74% from 68.3% before the pandemic.
• Direct Booking: There is a notable increase in direct bookings, with more travelers opting to book their trips directly rather than through travel agencies.

Here are 3 key highlights from the HTJ Japan Market Update.

1. Flight Volumes: A 25% Increase Compared to 2023

HTA Infrastructure Research highlights that the number of flights this summer is set to increase by 25% compared to 2023, with approximately 400 flights per month. This increase is accompanied by an anticipated 25-30% rise in Japanese travelers to Hawaii, translating to about 4,000-4,500 visitors daily.

2.Travel Trends: Rising Proportion of Repeaters

The pandemic has influenced travel behaviors significantly. In 2023, 74% of Japanese travelers to Hawaii were repeat visitors, a notable increase from 68.3% before the pandemic. This trend underscores the growing demand for personalized and unique travel experiences.

3.Booking Channels: A Shift Towards Direct Bookings

Before the pandemic, 72% of travelers used travel agencies to book their trips. Post-pandemic, this figure has dropped to 47%, with 45% of travelers now preferring direct bookings. This shift indicates a move towards more flexible and customizable travel arrangements.

Opportunity for Tour Operators: Engage Seasoned Travelers

The insights from HTJ suggest that this summer’s Japanese travelers to Hawaii are seasoned and savvy. They prefer custom-made travel experiences and often bypass traditional travel agencies. To capture their interest, it's crucial to have a compelling online presence that facilitates direct engagement.

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