Tourism x Digital Marketing Integrated Strategy

Market Background

While demand from inbound tourists to Japan is recovering, the increase in Free Independent Travelers (FIT) means generic advertising is no longer effective. Providing information that resonates with "individual" needs is essential.

Phase-Based Approach

Pre-Trip (Awareness & Consideration)

Using short videos on platforms like Instagram and TikTok, we aim to get into the traveler's "bucket list" through visual appeal that transcends language barriers.

In-Trip (Experience & Sharing)

Facilitate real-time service provision and reviews through location-based advertising and QR code usage within facilities.

Setting KPIs

• Focus on "Reservation Conversion Rate" rather than just "Likes"
• Repeat visit rate as LTV (Customer Lifetime Value)

Summary

It is necessary to eliminate the divide between facility operations and marketing to build a system that utilizes data seamlessly.