[Travel Trend Survey] 94% 'Feel the Impact of Rising Prices on Travel,' while Approximately 80% 'Maintain or Increase Travel Frequency Despite Rising Prices'

KabuK Style Inc. (Headquarters: Chuo-ku, Tokyo; Representative Director: Kenji Sunada; hereinafter "KabuK Style") announced the results of a survey on "travel savings in an era of rising prices" conducted by its travel savings service "HafH." While approximately 94% of members responded that they "feel" the impact of rising prices on travel, about 80% of members responded that their "travel frequency has not changed or has increased." Furthermore, approximately 55% responded that they "think their travel would have decreased due to the impact of rising prices if it weren't for HafH," revealing that the mechanism of "travel savings," which involves saving a fixed amount monthly, supports travel frequency even in an era of rising prices.

◼︎ Survey Background

Against the backdrop of rapidly expanding inbound demand and labor shortages, accommodation industry costs have risen, with the consumer price index for accommodation increasing by 64.6% in 2025 compared to 2020 (※1). Accommodation prices have reached approximately 1.3 times the level before the COVID-19 pandemic (2019), and the soaring cost of travel is a factor suppressing Japanese travel behavior (※2).

JTB's survey shows that "high costs" and "household finances" are among the top reasons for refraining from travel during Golden Week in 2026 (JTB "2026 Golden Week Travel Trend Outlook"), indicating that rising prices are raising psychological and economic hurdles for travel (※3).

Against this background, the travel savings service "HafH" conducted a survey on "rising prices and travel savings" targeting n=878 individuals. The survey verified whether the mechanism of saving a fixed amount for travel expenses each month supports travel frequency even in an era of rising prices.

※1: Source: Ministry of Internal Affairs and Communications "Consumer Price Index" (2025)
※2: Japan Research Institute "Stagnant Growth in Japanese Travelers" (June 2025)

※3: JTB "2026 Golden Week (April 25 - May 7) Travel Trend Outlook"

1. Impact of Rising Prices: Approximately 94% "Feel It"

Regarding the impact of rising prices on travel, 64.1% responded "feel it significantly" and 29.7% responded "feel it slightly," with a total of 93.8% of members feeling some impact. This indicates that rising prices are a realistic challenge surrounding travel even for HafH members.

2. Still, Approximately 80% "Maintain or Increase" Travel Frequency

On the other hand, despite feeling the impact of rising prices, 80.2% combined, including those whose "travel frequency increased" (23.1%) and "remained unchanged" (57.1%), maintained or increased their travel frequency. Only 24.1% reported a decrease, showing a trend different from the notion of "rising prices = decline in travel."

3. Approximately 47% of Members "Increased" Travel After Joining HafH

A total of 47.3% of members responded that their number of travel nights "significantly increased" (9.8%) or "slightly increased" (37.5%) after joining HafH. The most common reasons cited for increased travel were "became easier to book casually," "travel hurdles lowered," and "costs became easier to predict with a fixed monthly fee."

4. "Travel Would Have Decreased Without HafH" — Approximately 55% Realize This

To the question, "Do you think your travel frequency would have decreased due to the impact of rising prices if it weren't for HafH?", a total of 55.7% responded affirmatively, with "I think so" (19.6%) and "I somewhat think so" (35.1%). This indicates that the "travel savings" mechanism, which involves saving a fixed amount monthly, functions as a safety net to protect travel frequency even during periods of rising prices.

5. Travel Becomes a "Fixed Expense/Daily Routine" — Approximately 58% Change in Awareness

To the question of whether travel has become a "daily routine/fixed expense" rather than a "luxury," a total of 58.5% responded with a change in awareness, with "started to feel like a fixed expense" (23.2%) and "became easier to forecast travel expenses" (35.3%). This suggests that by saving travel expenses as a monthly fixed cost amidst ongoing rising prices, the psychological and economic hurdles for travel are being lowered.

6. Golden Week Travel Plans: Approximately 45% "Booked or Considering"

Regarding this year's Golden Week (April 26 - May 6), a total of 45.4% are planning or considering travel, with "already booked" (29.5%) and "considering" (16.0%). This shows members utilizing travel savings to realize Golden Week travel even amidst rising prices.

7. Voices of HafH Members

"I feel like travel has become a part of my daily life. Since I started using HafH, the idea of making travel a fixed expense has naturally taken root."

HafH member for 3+ years, 30s

"Even with hotel prices rising due to inflation, I don't worry about accommodation costs because I've accumulated coins. I'm happy to be able to stay in slightly nicer hotels than usual."

HafH member for 1-3 years, 40s

"I use it for traveling to support my favorite idols. Considering accommodation costs...