How Japanese Hotels Increase Off-Season Bookings

Findings from the 2025 Japan Accommodation Barometer reveal that 84% of Japanese hoteliers agree that digital platforms are among the most effective ways of securing off-season hotel bookings. Paid search ads were also seen as a valuble means of promotion by 73% of accommodations, as well as partnerships with wedding/event planners (63%) and traditional travel agents (65%).

Traditional promotional methods such as email campaigns and ads in print, television, and radio media are among the least popular methods but are still considered effective by around 40% of accommodations. Similarly, paid promotions by influencers/bloggers and paid social media ads are seen as not effective by 16% and 27% of respondents respectively, but the share of hoteliers who find them effective still outweigh those who do not.

The 2025 Japan Accommodation Barometer is the second study of hoteliers conducted by Statista in collaboration with Booking.com, surveying 260 accommodation executives and managers from across Japan. Click here to download the full report (only available in Japanese).