PhoCusWright's Japan Online Travel Traffic Report
PhoCusWright, January 2012, Pages: 32
Japan boasts the world's third biggest economy, and the largest online travel market in Asia Pacific (APAC). However, a devastating earthquake and tsunami struck the nation in March 2011, challenging the country's overall economy and major industries, including travel. Yet despite the disruption caused by this natural disaster, some travel websites continued to perform well, in terms of both traffic and gross bookings. PhoCusWright has partnered with global digital intelligence provider comScore to measure and analyze Web traffic in Japan within the travel category.
PhoCusWright's Japan Online Travel Traffic Report analyzes traffic volume, unique visitors, cross-visitation and source/loss patterns across key travel subcategories, including online and traditional travel agencies, airlines, hotels, travel information websites, metasearch and more. The report explores traffic patterns across a range of leading travel websites (pre- and post-earthquake), revealing sector-specific dynamics that are unique to Japan's online travel marketplace.
Key topics include:
- In-depth analysis of traffic to travel website categories for the 15-month period ending in July 2011, including:
-- Online travel agencies
-- Traditional travel agencies
-- Airlines
-- Hotels
-- Car rental
-- Ground transportation
-- Metasearch
-- Travel information sites
- Travel website rankings within each travel category, including average monthly unique visitors
- Comparison of traffic to supplier websites versus OTAs and non-transactional sites
- Detailed examination of leading online players, including cross-visitation, source and loss traffic
Japan's mature online travel marketplace will continue to lead the region, with gross bookings expected to exceed $31 billion in 2012. PhoCusWright's Japan Online Travel Traffic Report reveals the trends, subcategories and key players that drive Asia's largest online travel market.
Section One
Overview
Key Findings
Methodology
Section Two
Online Travel in Japan: Fragile Front-Runner
Section Three
Travel Analysis: Travel Categories and Key Websites
- Online Travel Agencies
- Focus on Jalan
- Cross-Visitation Analysis - Jalan vs. Rakuten Travel
- Airlines
- Focus on Nippon Airways
- Cross-Visitation Analysis - All Nippon Airways vs. Japan Airlines
- Hotels
- Ground Transportation
- Car Rentals
- Travel Information
- Travel Metasearch
- Traditional Travel Agencies
- Comparative Analysis - Traditional Travel Agencies vs. Online Travel Agencies
- Focus on JTB Group
- Cross-Visitation Analysis - JTB Group vs. Kinki Nippon Tourist
LIST OF TABLES
Total Internet and Travel Category Monthly Unique Visitors and Travel Category Share, May 2010 - July 2011
Average Monthly Unique Visitors for Travel Categories and Annual Change, May-July 2010 vs. May-July 2011
Online Travel Agencies, Average Monthly Traffic, Annual Change, May-July 2010 vs. May-July 2011
Source/Loss Traffic for Jalan, Share by Category, July 2011
Comparative Travel Category Cross-Visitation for Jalan and Rakuten Travel, July 2011
Airline Supplier Sites, Average Monthly Traffic, Annual Change, May-July 2010 vs. May-July 2011
Source/Loss Traffic for All Nippon Airways, Share by Category, July 2011
Comparative Travel Category Cross-Visitation for All Nippon Airways (ANA) and Japan Airlines (JAL), July 2011
Hotel Supplier Sites, Average Monthly Traffic, Annual Change, May-July 2010 vs. May-July 2011
Ground Transportation Sites, Average Monthly Traffic, Annual Change, May-July 2010 vs. May-July 2011
Car Rental Sites, Average Monthly Traffic, Annual Change, May-July 2010 vs. May-July 2011
Travel Information Websites, Average Monthly Traffic, Annual Change, May-July 2010 vs. May-July 2011
Travel Metasearch Websites, Average Monthly Traffic, Annual Change, May-July 2010 vs. May-July 2011
Traditional Travel Agencies, Average Monthly Traffic, Annual Change, May-July 2010 vs. May-July 2011
Source/Loss Traffic for Japan Tourism Bureau, Share by Category, July 2011
Comparative Travel Category Cross-Visitation for JTB Group (JTB) and Kinki Nippon Tourist (KNT), July 2011
PhoCusWright partnered with comScore to study Web traffic to the following online travel categories, with in-depth analysis of the 15-month period ending July 2011. In some specified instances, categories and gross bookings are also discussed on a calendar year, quarter-over-quarter (1Q11 vs. 2Q11) and fiscal year 2010 (April 2010-March 2011) basis. This report uses both standard comScore travel categories and custom categories created by PhoCusWright to study distinct segments of the online travel landscape. This report designates the custom PhoCusWright categories with "PCWI" as a prefix – for example, PCWI Airlines. When a category does not include this prefix, it is a standard comScore category.
ONLINE TRAVEL CATEGORIES
Travel: The master comScore travel category, a composite of all travel-related websites and properties, including both transactional sites for suppliers and online travel agencies and nontransactional destination and media sites.
PCWI Airlines: A PhoCusWright custom category including websites of network and low-cost carriers.
Examples: All Nippon Airways, Japan Airlines, Skymark Airlines
PCWI Car Rentals: A PhoCusWright custom category that includes websites of car rental companies.
Examples: Mazda Rent a Car, Nippon Rent-A-Car, Nissan Rent A Car
PCWI Ground Transportation: A PhoCusWright custom category comprised of websites of rail and bus suppliers, including sites that provide fare, route and availability information for rail and bus inventory. This category excludes local metro and commuter transportation services wherever possible.
Examples: JR-West, Kousoku Bus, Willer Alliance Group
PCWI Hotels: A PhoCusWright custom category that includes websites of accommodation suppliers.
Examples: Toyoko Inn, Prince Hotels, Hilton
PCWI Online Travel Agencies: A PhoCusWright custom category of websites that feature online booking for multiple suppliers for one or more supplier types.
Examples: Jalan (Recruit), Rakuten Travel, Expedia
PCWI Traditional Travel Agencies: A PhoCusWright custom category of websites of traditional travel agencies.
Examples: JTB Group, Kinki Nippon Tourist (KNT), Hankyu Travel
PCWI Travel Information: A PhoCusWright custom category of nontransactional travel websites and portals that provide general travel information.
Examples: Mapple, MSN Travel, Yahoo! Travel
PCWI Travel Metasearch: A PhoCusWright custom category of nontransactional websites that search across multiple travel sites and direct visitors to these sites to book.
Examples: Goo Travel, Hotel.jp, Travel.co.jp
OTHER CATEGORIES
Search: Websites of general search engines.
Examples: Bing, Google, Yahoo!
ComScore data used for this report was collected using comScore's proprietary methodology. Central to most comScore services is the comScore panel – the largest continuously measured consumer panel of its kind, with approximately 2 million worldwide consumers under continuous measurement. The comScore panel methodology is designed to accurately measure people and their behavior in the digital environment. Complementing the panel is a unique, census-level data collection method that allows for the integration of consumers' Internet behavior with audience-measurement insights gained through the comScore panel. Several products within the comScore MMX 360 product suite and beyond are powered by this Unified Digital Measurement (UDM) methodology. Further information is available at: comscore.com/About_comScore/Methodology.
Note that some comScore figures cited in this report may differ from internal company metrics that measure unique website visitors. Mobile platforms are excluded from this analysis.
ComScore uses the following methodology to capture and calculate metrics:
Cross-Visitation: Websites visited by the same unique visitor within a single calendar month, in any order.
Loss (Traffic): Websites visited immediately after visiting the studied website, with traffic volume measured in visits.
Monthly Unique Visitors: The number of visitors to a specified website during the specified calendar month. Each visitor is counted once regardless of how many times he or she visits within the month.
Source (Traffic): Websites visited immediately before visiting the studied website, with traffic volume measured in visits.
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