Booking.com Seeks to Capitalize on the New Breed of Japanese Tourist

East Asian travelers from China, Japan and Korea are known for their love of packaged group tours. Pre-planned down to the obligatory visit to the taste-of-back-home restaurant on foreign soil, the package tour industry, with it’s whistle blowing tour guides herding the horde, thrives in the region.

But many Japanese are breaking the trend and going it alone, planning their own trips, and doing what they want to do on holiday out there in the world. Collectivism be damned.

Travel site Booking.com has ambitious plans to be the go-to site for this new breed of Japanese traveler. The company this week debuted an ad titled “Here’s to the Explorers,” which is part of an integrated brand campaign put together by Wieden+Kennedy Tokyo. (W&K Amsterdam is responsible for the global Booking.com campaign)


 

The spot is directed by Matthew Swanson and centers on three scenarios in which the characters are deeply in need of a vacation: Worn out parents of small kids, a hard-working salaryman and a group of girls bored with their workday routine.

By using Booking.com, they are all able to escape their normal everyday lives in splendid fashion. The family to a kid-friendly resort, the salaryman to the tropics and the girls to a traditional gassho-zukuri house set in a secluded valley.

Along with a large TV buy, Booking.com will also leverage the campaign online with Yahoo! Japan and MSN, as well as through the Booking.com social media accounts.

There will be a second part of the campaign being put together through a partnership with Mindshare that will launch in Autumn.


 

Check out the spot.

https://youtu.be/so36g3PJ3yM

 

 

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