Situation Analysis
Japan Tourism Board found that 22% of Japanese travellers, particularly young adults in their 20s preferred to book their holidays through online travel agencies (OTA). With multiple OTAs vying for their attention and dough in one-size-fits-all campaigns, Hotels.com saw an opportunity in being more focused and selective in the diverse and distinct Japan travel market. So instead of speaking in a loud hailer to all the young Japanese travellers, we singled out the ones with the most potential to book: solo leisure travellers. Why them? ADARA's data co-op of actual transactionsshows the majority of...