80% of Affluent Travelers Prioritize “Wellness” When Planning Trips to Japan
~ Addressing Dissatisfaction with Current Wellness Offerings is Key to Capturing Inbound Demand ~
In recent years, the wellness industry in the Asian market has experienced rapid growth, with more people seeking to improve their health and rejuvenate their minds and bodies. This trend is no exception in the Japanese market, where interest in wellness is also rising rapidly. However, there is a lack of understanding of the specific needs and challenges within the Japanese market.
This survey was conducted with the aim of helping Japan’s tourism industry deepen its understanding of wellness trends and use this knowledge to develop future business strategies.
Survey 1 on Travelers’ Wellness Needs
- Period: May 22 – June 12, 2024
- Method: Internet survey conducted in-house
- Target Respondents: 190 foreign affluent individuals (aged 25–70) who have either traveled to Japan or are considering doing so
- Regions: United States, China, Indonesia
Survey on Awareness and Initiatives Regarding Wellness in the Hospitality Industry
- Period: May 23 – June 10, 2024
- Method: Questionnaire survey conducted in-house
- Target Respondents: 19 hospitality industry clients of our company
- Regions: United States, Singapore, Dubai, Europe, and other areas
- 80% of Affluent Travelers Prioritize “Wellness” When Planning Trips to Japan
- Over half of the respondents set a budget of over ¥150,000 for wellness experiences during their trip to Japan.
- In addition to onsen and washoku, activities like Zen meditation, forest bathing, and kintsugi are also gaining attention.
- 70% of Those Who Have Traveled to Japan Feel a Lack of Wellness Content and Services
- As inbound travel to regional areas beyond major cities increases, challenges remain in improving local infrastructure and readiness.
- Wellness elements are deeply ingrained in Japanese culture, making it difficult for Japanese people to recognize the global value of uniquely Japanese wellness experiences.
- Asia’s Leading Tourism Industry is Actively Investing in Wellness for Business Growth
- Among wellness-forward hospitality establishments, including five-star resort hotels, management sees “spa facilities” as the most effective investment for increasing Average Daily Rates (ADR).
1. 80% of Affluent Travelers Prioritize “Wellness” When Planning Trips to Japan
The survey results reveal that foreign travelers have exceptionally high expectations for wellness experiences in Japan. Globally, “J-Wellness” (J for Japan) is becoming a significant trend, positioning Japan as a top destination due to its renowned onsen culture, washoku (Japanese cuisine), and status as a global leader in health and longevity.
In recent years, Japan has also garnered attention for wellness approaches that address both physical and mental health, such as Zen meditation, forest bathing, and kintsugi. Many travelers anticipate that visiting Japan will not only be a journey but also an opportunity to enhance their well-being. This sentiment is strongly reflected in the survey findings.
Moreover, over half of the respondents allocated a budget of more than ¥150,000 for wellness-related activities during their trip, indicating that travelers are willing to make substantial investments in wellness experiences.
2. 70% of Visitors to Japan Perceive a Lack of Wellness Facilities and Content Compared to Other Countries
According to the survey, over 70% of respondents who have traveled to Japan feel that wellness-related content and services are lacking compared to other regions. Two major reasons can be identified:
-1. Language and Regional Barriers
Most information about wellness facilities and services in Japan is provided in Japanese, with limited support available in English or other languages. This makes it challenging for non-Japanese-speaking travelers to fully understand the offerings and enjoy satisfying wellness experiences in Japan. While major tourist destinations have developed infrastructure to accommodate inbound travelers, regional areas still lack sufficient readiness, compounded by geographic isolation.
-2. Shortage of Expertise
Japan’s unique wellness elements, such as onsen and well-balanced Japanese cuisine, are deeply embedded in its culture. However, Japanese people often struggle to recognize the global value of these “uniquely Japanese wellness experiences.” Addressing this requires educating staff with specialized wellness knowledge and incorporating insights from external experts. Doing so could help Japan’s wellness market cater to global demands and deliver added value in the future.
3. Proactive Wellness Investments Drive Growth in Asia’s Tourism Industry
Our company has supported wellness initiatives for five-star hotels and other establishments, primarily in Southeast Asia. In this survey, we collected responses from 19 of our hospitality clients.
The results reveal that many hotels are highly motivated to invest in wellness facilities and programs. Notably, approximately 84.2% of respondents expressed a positive attitude toward such investments, implying the importance of wellness in the Japanese market as well. This high level of investment enthusiasm outside Japan can be attributed to management’s recognition of the growing demand for wellness. They view it as a valuable driver for enhancing customer satisfaction and boosting Average Daily Rates (ADR), with a strong expectation of tangible returns.
When asked which wellness facilities or activities are most effective in increasing ADR, spa facilities emerged as the top choice. While individual experiences such as mindfulness practices and nutrition-focused meal programs were also considered impactful, comprehensive wellness programs that integrate multiple offerings are seen as particularly effective.
These findings suggest that wellness providers should offer a diverse range of activities to meet the varied needs of their clientele. Additionally, offering unique wellness experiences that combine regional characteristics, historical and cultural elements, and the distinct features or concepts of lodging facilities can significantly enhance foreign travelers’ satisfaction and increase repeat visit rates.
In Japan, there is significant potential to develop wellness offerings that align with these trends, leveraging the country’s rich cultural and natural resources to create truly distinctive wellness experiences.
The survey results indicate that 80% of affluent travelers prioritize “wellness” when planning trips to Japan, highlighting the high expectations placed on Japan as a wellness destination. Unique wellness elements such as onsen, washoku, Zen practices, and forest bathing are especially noteworthy, emphasizing Japan’s strengths in health and wellness culture. This trend is gaining international recognition as “J-Wellness,” suggesting that Japan has the potential to establish itself as a global leader in the wellness industry.
However, the survey also revealed that 70% of travelers with prior experience in Japan felt a lack of wellness-related content and services. Challenges include language barriers, insufficient infrastructure in regional areas, and a lack of recognition among Japanese people of the global value of Japan’s wellness elements. These issues highlight the need to enhance facilities and services that cater to the needs of international travelers to improve Japan’s competitiveness in wellness tourism.
Additionally, the proactive investment in wellness sectors across other Asian countries was highlighted. Particularly in the hospitality industry, investments in spa facilities and mindfulness programs have been shown to contribute to customer satisfaction and increase Average Daily Rates (ADR). Japan must align with these trends to maintain its relevance in the global market.
Overall, to fully realize Japan’s wellness potential, it is essential to understand and address the needs of international travelers and implement measures to enhance the quality of wellness experiences. Offering unique wellness programs that leverage regional characteristics and cultural elements will be crucial for improving traveler satisfaction and repeat visit rates. These survey results provide vital insights to help Japan establish its position in the global wellness tourism market.
