Insights: Yoko Hayano
Latest articles written by Yoko Hayano from JTB Tourism Research & Consulting Co..
Take a breather from mood for saving －Women enjoy shopping overseas by taking advantage of the strong yen
JTM conducted a survey on shopping overseas, covering 520 people who went abroad from March to September 2010. In comparison with the previous study done in 2009, when the financial crisis hit the global economies, the survey has revealed how Japanese travelers feel about spending and actually go shopping overseas.
Yoko HayanoChief Consultant
M-shaped curve in family travel
It is well known that the labor force rate for women in their 20s and 30s is lower than that of other age groups because they tend to quit their jobs for marriage and childbirth. The labor force rate graph by age shows an M-shape. Similarly, the ratio of female participation in leisure activities and travel in their 30s and 40s is also low. What is the reason for that?
Yoko HayanoChief Consultant
No particular reason but feeling like saving money －A vague anxiety about future and a sense of social stagnation may affect consumer sentiment: It may affect Japanese travel and buying behavior.
There is little sign of recovery from the current slugging consumption on the horizon. According to the Current Survey of Commerce compiled by Ministry of Economy, Trade and Industry, the sales of large scale retailers has fallen for 19 months in a row and particularly the sales of department stores has continued to tumble by more than 10% on a year-on year basis over the last 6 months. How does the current economic downturn have an impact on consumer behavior including travel?
Yoko HayanoChief Consultant
Has Senior-Citizens' Enthusiasm for Overseas Travel Waned?
In recent years, senior-citizens have led the Japanese market for overseas travel. However, with demand for overseas travel abating, the number of the elderly who go abroad grows at a sluggish pace. Baby boomers are losing momentum, too. It's worth pointing out that the rate of Japanese overseas travelers aged 70 and above dropped the most sharply among all age groups in 2008 on a year-on-year basis. The question is whether senior-citizens' enthusiasm for going abroad has cooled down.
Yoko HayanoChief Consultant
Women in 40s Purchase More Luxury Brand Items: Japanese Overseas Travelers' Shopping Trends (Part 2)
Japanese in their forties are active in shopping. What do they purchase while traveling overseas, and what influence their choice of shopping venues? A joint survey with Tax Free World Association (TFWA) reveals the recent trends of luxury brand shopping by Japanese in their forties at overseas travel destinations.
Yoko HayanoChief Consultant
"New Human Being" in Their 40s Still Leads the Travel Market: Japanese Overseas Travelers' Shopping Trends (part 1)
The "New Human Being" generation that led the shopping and travel market during the bubble economy is now in their forties. Attention is paid once again on their overseas travel and shopping trends.
Yoko HayanoChief Consultant
Japan and Asia Market
What Would Japanese Like To Buy When Traveling Overseas?
The shopping amount by Japanese overseas travelers has suffered a continuous decline for more than a decade. According to Japan Tourism Marketing Co. (JTM) annual survey on Japanese overseas travelers, 2006's average spending per head was approximately 46,000 yen, almost 50% less than that of 109,000 yen spent in 1995.
Yoko HayanoChief Consultant