[Survey Release] Survey on "How to Choose Hotels and Villas" for High-Income Individuals. Are Travel Behaviors and Preferences Changing Amidst Soaring Accommodation Prices?

UMITO Co., Ltd. (Location: Chiyoda-ku, Tokyo; Representative Director: Teppei Hori) is pleased to announce the results of a survey conducted on approximately 1,000 individuals aged 30-50 with an annual income of 20 million yen or more, regarding their choices of hotels and villas. In recent years, accommodation costs, primarily for hotels and ryokans, have continued to soar, driven by rising prices and the recovery of inbound demand. At the end of last year, Japanese media also reported that the average room rate for luxury hotels in Tokyo reached the highest value among major cities worldwide, surpassing New York. Against this backdrop, we conducted a survey on "How to Choose Hotels and Villas in an Era of Soaring Accommodation Prices" targeting high-income individuals aged 30-50 with an annual income of 20 million yen or more. Survey on "How to Choose Hotels and Villas in an Era of Soaring Accommodation Prices, as Heard from High-Income Individuals" [Survey Period] February 26, 2026 (Thursday) - March 1, 2026 (Sunday) [Survey Method] Internet survey by PRIZMA (https://www.prizma-link.com/press) [Number of Respondents] 1,007 people [Target Audience] Monitors who responded that they were in their 30s-50s with an annual income of 20 million yen or more at the time of the survey response. [Survey Source] UMITO Co., Ltd. (https://umito.jp/) [Monitor Provider] Sacrisa [Regarding Hotels] ・50.8% feel that accommodation costs are soaring and are overpriced, not commensurate with the content. ・61.5% feel dissatisfaction and stress due to increased inbound tourism and congestion. ・48% are interested in staying in private spaces away from crowds. [Regarding Villas] ・37.8% are considering purchasing a villa + eventually want to purchase a villa. ・46.7% cite "cleaning and management are difficult" as hurdles or concerns in owning a villa. ・46% emphasize "accessibility and convenience of transportation" as important points when owning a villa. ・52.5% expect "management and maintenance" as an ancillary service when owning a villa. Survey Results First, when asked about "points of dissatisfaction or stress when using accommodation facilities such as hotels and ryokans recently," the most common response was "Increased inbound (foreign visitors) and congestion (61.5%)," followed by "Accommodation costs are soaring and feel overpriced, not commensurate with the content (50.8%)," and "It is difficult to make reservations on desired dates (39.0%)." Last year, the number of foreign visitors to Japan reached a record high, and it was predictable that people would feel inconvenienced by congestion in tourist areas and hotels. However, it became clear that more than half felt accommodation costs were overpriced. Therefore, when asked about "changes in hotel/ryokan usage due to recent soaring accommodation costs," "No particular change (36.3%)" was the most common, but when combining those who were affected in some way, such as "Decreased frequency of use (29.7%)," "Hesitated to make reservations (17.7%)," and "Lowered the grade of accommodation facilities (15.4%)," the total exceeded 60% of the overall respondents. In response to this situation, when asked about "what they are interested in as future travel/stay styles," the results were "Staying in a private space away from crowds (rental villas, villas, etc.) (48.0%)," "Staying at luxury hotels with high-quality service (36.6%)," and "Having 'my own base (villa)' that can also be expected to have asset value (30.6%)." Next, we present the survey results regarding villas. When asked about their current ownership status, slightly more than 20% already own one. Including those who are considering or interested in purchasing, the total exceeds half of all respondents. Incidentally, when asked about the purchase cost by the slightly more than 20% of villa owners, approximately half responded with 20 million to 50 million yen. In addition, the following responses were obtained for questions regarding annual usage frequency and number of nights. Next, when asked those who do not yet own a villa about the hurdles and concerns in owning one, the most common response was "Cleaning and management are difficult (46.7%)," followed by "Maintenance costs are high (40.6%)," and "Worry about aging (32.0%)." Therefore, when asked, "Do you think it is more rational to use a villa in a shared form (e.g., sharing) rather than owning it individually, when needed?" 25.2% responded "Strongly agree" and 41.7% responded "Somewhat agree," totaling approximately 70% of the respondents. Shared ownership seems to be a breakthrough solution to overcome the hurdles and concerns of villa ownership. Furthermore, convenience of access and transportation was emphasized as an important point when purchasing a villa, and management and maintenance were the most sought-after ancillary services. From these results, it became clear that there is a high demand for time efficiency and hassle reduction. Following these, "good scenery" was also important.