How do young Japanese people choose their travels this summer ?

Rakuten and Rakuten LIFULL STAY, a vacation rental platform, conducted an online survey on travel plans in this summer to young loyalty program members from 15 to 25 years old. 

The survey results find that the most-preferred accommodation cost is ‘8,000 to 10,000 JPY’ a night with the ratio of 23%, followed by ‘4,000 to 6,000 JPY’ a night (20.1%) and ’10,000 to 15,000 JPY’ a night (17.1%). 

The same order in cost a person are also found in leisure activity.


The most-selected information source is ‘Instagram’ with the ratio of 62.8%, followed by ‘searches on Google or Yahoo’ (54.8%), ‘travel information platform’(45.5%) and ‘OTA’ (34.6%). 


Regarding travel purpose, the most-answered reason is ‘to refresh in a different environment from an ordinary life’ with the ratio of 18.8%, followed by ‘to enjoy times with companies’ (18.2%) and ‘to enjoy summer experiences’ (17.9%).

The most popular destination is ‘Hokkaido’ with the ratio of 17.4%, followed by ‘Tokyo’ (8.6%), ‘Okinawa’ (7.9%), ‘Osaka’ (7.0%) and ‘Kyoto’ (6.2%). 

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