Domestic Travel Survey: Generative AI Surpasses Traditional Media and SNS in Information Gathering, OTA Monopoly in Accommodation Bookings Shaken

Iridge Inc. (Headquarters: Minato-ku, Tokyo; Representative Director and President: Kentaro Oda; Tokyo Stock Exchange Growth: 3917; hereinafter 'Iridge'), which has over 300 achievements in OMO app development and marketing support for companies aiming for store attraction and promotions, conducted a survey on 'Domestic Travel' targeting 2,139 men and women aged 15 to 69. We have summarized the survey results and would like to inform you of them.

Since the previous survey conducted in 2024, with the penetration of technologies such as generative AI, the means of information gathering and arrangements have also become diverse. In order to grasp the reality, awareness, and changes in information gathering behavior regarding domestic travel, we conducted this survey.

Survey Results Digest

High prices and changing values have led to a decline in travel, while 'pushi-activity' and 'solo travel' have become new standards.

Generative AI surpasses TV and Instagram in information gathering, but final confirmation relies on 'official information'.

Top 3 accommodation booking services see a shake-up. The OTA monopoly is broken, and the use of official sites has tripled compared to the previous survey.

High prices and changing values have led to a decline in travel, while 'pushi-activity' and 'solo travel' have become new standards.

The percentage of those who have traveled domestically in the past year is 58.6%, a significant decrease from 68.8% in the 2024 survey. The reason for not traveling is 'travel costs are high' rather than 'not interested in travel', and economic constraints due to high prices are causing people to refrain from traveling, especially among the 40s family layer.

On the other hand, travel companions are 'couples/partners' and 'family', followed by 'alone' at 25%, surpassing 'friends'. Additionally, among the younger generation, more than 10% of travel is for 'pushi-activity' or 'pilgrimage' purposes, and diverse styles that prioritize one's own pace or time efficiency (Typha) over coordinating schedules with others are becoming established.

Generative AI surpasses TV and Instagram in information gathering, but final confirmation relies on 'official information'.

As a source of information when planning a trip, 'generative AI' surpasses TV, magazines, and other traditional media, as well as Instagram and other SNS, especially among the younger generation. This suggests the penetration of an information gathering style that first asks AI.

However, in terms of information credibility, 'information from official websites or official SNS' is the highest at 57%, while the credibility of 'generative AI responses' is the lowest at 10.9%. In an information-rich environment, while generative AI and SNS are used for comparison and consideration, it is inferred that 'reliable official information' is trusted for final confirmation and decision-making.

Top 3 accommodation booking services see a shake-up. The OTA monopoly is broken, and the use of official sites has tripled compared to the previous survey.

Accommodation booking services are dominated by 'Rakuten Travel' and 'Jalan', accounting for 55% of the total. A notable change is that bookings through 'official websites of hotels and ryokan' have tripled from 4% in the previous survey to 12.7%. The reason why official websites are chosen is often 'because they are cheaper', and it is considered that users are increasing due to the price advantage.

Comments

From this survey, while the purposes and methods of travel and information gathering are becoming more diverse, it has become clear that users are returning to the basics and trusting 'reliable official information' precisely because there is an abundance of high uncertainty information such as responses from generative AI. Furthermore, in accommodation bookings, users who use the official website directly for reasons such as price advantages are rapidly increasing. To reliably incorporate this movement of returning to in-house channels, strengthening AIO (AI Search Optimization) and MEO (Map Engine Optimization) will be essential in the future.

Furthermore, the key to nurturing new customers acquired through direct bookings on the official website into repeat customers is the official app. Through push notifications at the optimal timing unique to apps, loyalty programs, and the provision of rich experiences during stays, customer engagement can be dramatically improved.

Iridge will continue to contribute to solving corporate issues and business growth through 'APPBOX', which realizes optimal customer communication through apps, and UI/UX support.

Survey Items

Domestic travel status
Travel themes and purposes
Travel companions
What is emphasized in travel destinations
Reasons for not traveling
Methods of information gathering when planning a trip
Purposes of information gathering methods
Credibility of information sources
Services used for accommodation bookings
Reasons for using accommodation booking services
Values emphasized when planning a trip
Participation in stamp rallies
Survey Overview
Survey Name
Survey on Domestic Travel (conducted twice)
① Survey on the status of domestic travel ② Survey on the reality of domestic travel in the past year
Survey Target
① Men and women aged 20 to 69 ② Men and women aged 20 to 69 who have traveled domestically in the past year
Sample Size
① 2,139 ② 220
Survey Period
① May 12, 2026 to May 19, 2026 ② May 19, 2026 to May 20, 2026
Survey Method
Internet research
About APPBOX (AppBox)
'APPBOX' is an app business platform with superior scalability, designed with the premise of collaboration with external systems and various third-party tools. You can use it by combining the necessary modules (SDKs), and it provides five values: 'quick app launch with standard functions', 'customization with reduced man-hours and schedule', 'function expansion that does not hinder in-house development with vendor-free', 'marketing support functions that enable rapid PDCA', and 'flexible third-party collaboration and customization including 'APPBOX Connect'.
https://iridge.jp/service/appbox/
About Iridge's App Growth Support Services
We provide one-stop support from strategy formulation based on data to execution support and UX improvement, aiming at app marketing and improving the experience value of apps. By combining behavioral data and quantitative and qualitative data analysis, we support the design of optimal user experiences and accelerate app growth with effective marketing measures.
Main Support Contents
App Marketing Accompaniment Support
We support the growth of apps in a wide range, from strategic support including app launches and renewals to accompaniment support for marketing strategies and communication design after release, and marketing operations. We support the growth of apps in a wide range, from spot to total.
UX Research, UX Consulting
We visualize issues through user surveys, expert reviews specializing in app UI/UX, and user behavior data analysis, and support optimal user experience design. We conduct consulting for UX research, UI/UX improvement, and improving app usage experience.
https://iridge.jp/service/app_growth/
Iridge Inc.
Iridge Inc. promotes DX in retail tech, fintech, MaaS, and other fields, with a focus on supporting corporate OMO (Online Merges with Offline) using smartphone apps. We provide the app business platform 'APPBO
Keywords: