KKday Survey: Last-Minute Demand Before Fuel Surcharge Hike Drives GW Overseas Experience Bookings to Surge by Up to 2.2x

KKDAY JAPAN Co., Ltd. (Location: Shinjuku-ku, Tokyo), which operates one of Asia's largest optional tour booking sites, has announced the latest booking trends for overseas experiences and optional tours departing from Japan during the Golden Week (GW) period of 2026 (April 29 to May 6). Following reports of a 'significant increase in fuel surcharges' at the end of March, bookings for GW overseas experiences surged up to approximately 2.2 times over the most recent 10-day period (March 26 to April 6). The reservation data clearly shows a last-minute demand to 'go overseas now before prices rise further after the summer.' As the burden of travel expenses increases due to high fuel costs and the weak yen, a consumption behavior emphasizing time performance—'buying time with money'—is spreading among this year's travelers. Precisely because they are paying high airfares, there is a growing desire to thoroughly eliminate 'wasted time,' such as getting lost locally or waiting in long lines. Our booking trends and market analysis clearly reveal this latest trend. Data: Top 5 Overseas Experience Destinations for GW 2026 and 'Booking Growth Rate in the Last ~10 Days' *Booking growth rate for the last ~10 days (March 26, 2026 -> April 6, 2026). *Aggregation target: Optional tours, admission tickets, local transportation, etc. Excludes communication products. 3 Trends Deciphered from the Data Trend 1: A last-minute rush to medium/long-haul destinations due to soaring fuel costs 'before further price hikes.' While South Korea (approx. 2.2x) showed the highest growth and remains popular, the rapid increase in medium and long-haul routes is noteworthy. Bookings are heavily concentrated on destinations that normally incur high travel expenses, such as Thailand/Vietnam (approx. 1.7 to 1.8x) and Europe (approx. 1.6x). Now that the fuel surcharge increase has become a reality, the decision to 'go before it gets even more expensive' has extended to distant travel destinations. This 'last-minute demand' is the biggest factor behind the surge in GW bookings this year. Trend 2: 'Buying time with money' precisely because high travel expenses are paid. Because airfares are soaring, there is a strong desire not to waste a single second of stay time locally. To avoid 'wasted time' such as getting lost in an unfamiliar place, long lines at popular spots, and researching complex transfers, travelers tend not to spare expenses on private car charters and advance admission tickets. The reservation data clearly shows a shift in consumption behavior: instead of 'keeping it cheap,' they are 'spending money on advance preparations to reliably enjoy themselves.' Trend 3: Three styles of 'buying time with money' depending on the destination. Depending on travel distance and infrastructure development, travelers' advance arrangements are divided into three styles. [Thailand/Vietnam] A style of leaving both transportation and sightseeing entirely to professionals. In Southeast Asia, where there is a language barrier and transit is complex, Japanese-guided tours and private chartered cars are overwhelmingly supported. By 'leaving both transportation and sightseeing to professionals and focusing solely on enjoyment,' travelers are maximizing their stay time. Popular products: Thailand | [Special Price] Ayutthaya Ruins + Floating Market + Maeklong Railway Market 1-Day Tour :