Jaria Conducts Accommodation Booking Behavior Survey of 157 Korean Tourists in Hakata

Jaria Co., Ltd. (Headquarters: Fukuoka City, Fukuoka Prefecture) conducted an interview survey on May 22, 2026, targeting 157 Korean tourists in front of Hakata Station, Fukuoka, regarding their accommodation booking behavior during trips to Japan.

Survey Background The survey aimed to uncover when Korean travelers plan their trips, how they discover accommodations, and the navigation paths leading to bookings. It sought to explore ways to reduce dependency on Online Travel Agencies (OTAs) and promote direct bookings via official websites. In recent years, the accommodation industry has faced challenges such as rising commissions and decreased profit margins due to high OTA dependency. While initiatives to increase direct bookings, or "de-OTA" strategies, are gaining traction, many lack designs grounded in actual traveler behavior.

Survey Overview Date: May 22, 2026 Location: Hakata Station (Fukuoka City) Target: Korean tourists visiting Japan Sample Size: 157 participants Method: Questionnaire regarding booking media selection, planning, and booking behavior. Organizer: Jaria Co., Ltd.

Key Findings 1. Discovery: 80.4% discovered accommodations via OTAs. 2. Platforms Used: Agoda led at 55.4%, followed by Trip.com (24.8%). 3. Pre-booking Verification: OTAs were used by 81.4% of participants. 4. Conversion Path: 88.9% of users who visited the official website finalized their booking there. 5. Reasons for OTA Use: "Price" (55.2%) and "Ease of Use" (48.3%). 6. Decision Timeline: Approx. 80% decided on their travel within 3 months.