At WiT Japan & North Asia 2025, a panel discussion featuring leaders from Booking.com, Agoda, and travel fintech startup Heymax revealed how the online travel game in Japan is being reshaped by younger travellers, AI-powered personalisation, and a rising demand for authenticity and connection.
One thing was clear: Japan’s tourism boom is no longer confined to the “Golden Route”. The spotlight is shifting beyond Tokyo and Osaka to lesser-known destinations like Matsuyama, Takamatsu, and Okayama, as travellers seek more than just a selfie at Shibuya Crossing.
“Japan remains a top destination,” said Luiz Rodrigues, Regional Manager Japan & South Korea, Booking.com. “But what we haven’t been seeing until recently is a surge in searches for lesser-known areas. Inbound search volumes have jumped by 80% for destinations like Hokkaido and Hyogo.”
Hiroto Ooka, Associate Vice President, North Asia, Agoda, agreed: “Japan is now the top repeat destination. Travellers come back, not for Tokyo again, but to explore smaller cities and rural areas. This helps distribute tourism’s benefits to more communities.”
Agoda data even shows Matsuyama, a city in Shikoku famed for its Dogo Onsen and well-preserved castle, soaring in inbound rankings.
AI: The new superpower
The tech powering this shift is AI, particularly when applied to personalization and discoverability. Rodrigues noted, “AI helps promote dispersal and solve overtourism. It powers smarter suggestions, helps travellers avoid crowds, and personalizes trips beyond what we could do before.”
Ooka highlighted Agoda’s investment in an “end-to-end itinerary experience” within its app. “Customers can now plan, edit, and manage their entire trip from one place.”
Loyalty 3.0: It’s not just about points
As traditional loyalty programmes evolve, the conversation turned to what “next-gen loyalty” really means.
Joe Lu, co-founder of HeyMax and former Meta engineer, argued that customers today are loyal not to brands, but to value. “Travel is no longer a luxury, it’s a necessity. And consumers are asking, ‘Why should Google or Meta get my $10 in ad spend, when I can use that money for travel rewards?’”
HeyMax taps into this by turning everyday credit card spending into travel points, essentially integrating “the travel economy” into daily life. “Watching travel on TikTok, shopping at the supermarket – it’s all part of how people dream and save for travel,” said Lu.
Rodrigues added that Booking.com’s “Genius” loyalty programme delivers results on both sides: “Partners in the programme see 70% more views and 45% more bookings. And travellers love it when perks like breakfast or upgrades are personalized to their preferences.”
Ooka emphasized the importance of pairing price with cultural fluency. “It’s not just best price. Japanese travellers want child rates, local payment options, rich content – localization is key to loyalty.”
From left: Yeoh Siew Hoon, Founder, WiT | Luiz Rodrigues, Regional Manager Japan & South Korea, Booking.com | Hiroto Ooka, Associate Vice President, North Asia, Agoda | Joe Lu, CEO & Co-founder, HeyMax
Beyond accommodation: Connected trips take off
All three speakers confirmed that customers increasingly expect seamless, connected trip planning.
“The connected trip is the fastest-growing segment,” said Rodrigues. “Travellers want to spend less time on friction and more on discovery. Whether it’s activities, transport, or accommodation, they want it all in one flow.”
Ooka said Agoda is seeing significant uptake in cross-product usage. “Flights, hotels, and experiences are all being booked together. It’s not just about offering them, it’s about integrating them into a single user experience.”
What’s next? Personal travel calendars and India rising
Asked what trend excites them most, Rodrigues pointed to AI-powered personalization. “It will be how we tackle overtourism and uncover hidden gems.”
Ooka picked repeat travel and community benefits: “Japan’s repeat visitors are heading beyond Tokyo and Osaka. That supports local economies.”
Lu, always contrarian, called out India – both as an emerging outbound market and a hot inbound destination. “YouTubers from Japan to the UK are gaining millions of followers by showcasing travel in India. The infrastructure is catching up. It’s one to watch.”
Freedom, value, feeling
What Gen Z wants from travel, Lu said, is simple: “They want to feel it. Not just see. And they want the freedom to experience life.”
With platforms like HeyMax gamifying travel rewards, and companies like Booking.com and Agoda doubling down on personalization, it’s clear that the future of online travel in Japan lies in blending value with meaning, and tech with local touch.
As Rodrigues summed it up: “It’s about matching traveller needs with local uniqueness. That’s how we make travel better for everyone.”
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