EyeforTravel Research Case Study
JAL Hotels:
Driving mobile travel ini�a�ves
Key Highlights:
The Mobile Journey….
• JAL Hotels mobile distribu�on strategy revolves around building
partnerships with Mobile operators.
2003: Mobile booking introduced
• There is a definite growth in mobile bookings in Japan and a shi�
as a ‘bonus feature’ without towards mobile internet use as opposed to PC use.
any major push from JAL Hotels.
• Proof that the ‘lastminute’ is where people really derive value from
However at the �me represented
the ability to book rooms via mobile
1% of online bookings.
• Mobile marke�ng is very effec�ve for driving traffic to one’s mobile
2008: Mobile portal re-launched
website and therby driving bookings and consequently revenue.
with streamlined interface and 5
step booking process.
Distribu�ng the re-launched portal via Japanese Mobile
March 2009: JAL Hotels becomes
Operators:
an official partner of Docomo and
which revitalises the JAL Hotels
Since the re-launch of portal, its marke�ng and promo�on has been
Mobile Strategy
an ongoing project. There are three major mobile operators in Japan:
Docomo, So�Bank and AU. These three carriers have ‘official sites’ on
their own pla�orms. It is quite a rigorous process to become an official
site with an operator but if you do get approved, you get listed and dis-
tributed by them. Otherwise the customer has to directly key the URL
“Looking at the top 3
or find it in some other way. The audit approval process to become a
partner takes about three months. As of March 16, JAL Hotels became
(Japanese?) travel portals
an official partner of Docomo and are also in the process of trying to
30% of their bookings are
become a partner of the other two operators. Working with carriers is
via mobile. For last-min-
a key part of Mobile Travel Distribu�on Partner.
ute, same day bookings on
third party websites, over
It is worth no�ng though that there are restric�ons around linking to
60% of reserva�ons are official partners if you are not already an official partner of the opera-
via mobile.”
tor. JAL Hotels are an affiliate of Japan Airlines and previously could not
-Masaya Hasebe, Assistant
link to their mobile site as they were not Docomo partners even though
VP, JAL Hotels
Japan Airlines was. So when one is an official partner it is much easier
to partner with other companies involved. There are no content restric-
�ons but you have to provide value to the network. With the move on
to Docomo and plans to partner with the other carriers, we would ex-
pect at least 10% of bookings to come through mobile and this would
be on the basis of bookings growth of 6% and not just a change in the
way exis�ng bookings are made.
Internet PC users in Japan by age
The red line tracks the penetra�on of PC internet users between the
ages of 20 and 30.
As seen this demographic has halved in 5 years.
For the younger genera�ons Mobile is now the major tool to access
the internet
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