Hotels.com: Solosophy

Hotels.com, a travel brand, identified a gap in the market and encouraged more people to travel solo in Japan.

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-s 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? shows the majority of Japanese hotel guests are solo travellers. In fact, a whopping 61% of them. Surely, they deserve to be talked to differently?

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