JAPAN Tomoe Matsunaga Market Conditions & Trends Japanese Outbound Travel Updates • Continuing to grow: outbound travel increased 5.96% y-o-y during the first half of 2017 (total 8.4 million trips recorded). Market Conditions & Trends Japanese Travel to the U.S. • is the 4th largest market in terms of arrivals and spending Market Conditions & Trends Key Trends • FIT now accounts for 55.1% of all overseas travel. When combined with Japanese who opt for “skeleton” tour packages (just transport and accommodation with free itineraries), 80% of Japanese travel overseas in an “independent ”-style.

• 69.1% of all travel bookings are now made online. Out of those, 67.5% are FIT bookings.

On-line FIT Booking 55.1% 69.1% Demographics of travelers from Japan Demographics • 1 in 4 Japanese people are over the age of 65, totaling more than 33 million people.

• Women in their 20s is the largest segment of female travelers to the U.S. West Coast.

Japanese Population by Age Group (2015) 13% 26%

Under 14

15～64 Over 65

61% Top Clients from Japan Market Top 5 Travel Agents in Japan • JTB, H.I.S., Hankyu International, Kinki Nippon Tourist (KNT), Nippon (NTA) Sales of Outbound Travel – Top 5 Japanese Travel Agencies in Feb 2017 Top Clients from Japan Market Others • JALPACK (package tour)

• World Air-Sea Service (senior)

• Club Tourism (senior)

• Tobu Top Tours (group, MICE)

• Tabikobo (OTA package tour, & FIT) Major Accomplishments in FY17 Travel Trade Activities • Seminars & Workshop: 14 (trained over 450 travel professionals) • Trade Show & Consumer Event: 3 • FAM: 1 (with 5 travel professionals) • New package tour creation with Nippon Travel Agency • MICE: 2 (total 900 room nights) Major Accomplishments in FY17 MICE: AXA Life Japan Incentive Tours • Date: March 30-April 4 (4 nights and 6 days) • Participants: 325 guests • Total Room Nights: 600 (*150 rooms x 4 nights) • Activities: San Diego Half Day Tour, Golf Tournament, Outlet Shuttle, Theme Park Shuttle, Award Reception & Farewell Party. Major Accomplishments in FY17 Japanese Facebook in FY17 • Posts: 290 posts (more than 5 times per week) • New Likes: 385 likes (without any paid promotion) • Most popular posts: Major programs planned for FY18 San Diego Japan Mission 2018 • Date: March 2018 • Schedule: Total 5 business days in Japan ( and Osaka) • Planned Programs: Market Brief, Club California, Sales Call, Retail Store Training, Group Seminar, VIP Dinner (Travel Trade and PR) , etc. Additional Information of Japan Market Japan Airlines Tokyo-San Diego daily flight • Load Factor: One of the highest passenger load factors among JAL’s Japan - U.S. routes. • Stability: Often used by business travelers and convention attendees (stable market) • Challenges: Sell more business class seats (Ave. L/F 70%) Increase passengers staying in San Diego • Opportunity: Kansai (Osaka) – daily flight resumed in March 2015 Additional Information of Japan Market Opportunities • SDTA Japan Sales Mission 2018 (March 2018) • Provide the most updated information to receptive operators in the U.S. (Attending Agent-Kai in LA)

Suggestions

• Providing information in Japanese would be preferable. (Japanese brochure, website, and fact sheet) • Offer rooms with two beds, amenities (slippers, tooth brush) • Offer tea bags, kettle to boil water • Provide Japanese-speaking staff