Summary
On October 1, Nikoniko Rentacar opened a new store at the international terminal of Fukuoka Airport, a development that shows the recovery of inbound travel demand is reshaping the store-expansion strategies of the car rental industry itself. Choosing to establish a base at the international terminal, the frontline of arrivals, reflects an anticipation of foreign travelers who want to rent a car right after landing, which makes it more than a simple expansion. It can also be read as a signal that companies are seriously moving to capture touring demand that begins at regional airports.
Details
The competition among rental companies does not stop there. All Time Rental opened a new base in Nippori, Tokyo, on October 21, pushing to improve convenience in urban areas. Times Car reached a milestone of 4 million members, once again demonstrating the size of its user base that spans beyond the boundary between car sharing and rentals. Toyota Rent a Car has been running campaigns across regions amid the recovery in travel demand and continues to maintain a steady presence. Orix Rent a Car has built on partnership news across both corporate and individual customer journeys, while Nippon Rent-A-Car is consolidating its position as a market standard through airport use and regional collaboration. Meanwhile, in the world of online travel booking sites, moves aimed at the autumn peak season have fully taken off. Rakuten Travel launched its Autumn SALE on October 1 and appears poised to capture autumn and winter booking demand all at once. In response, Jalan kicked off its Special Week on October 5, effectively igniting a booking battle for domestic travel. The overlap of the two companies' campaign periods is no coincidence; it reflects the mood across the industry, which does not want to miss the biggest opportunity of the autumn foliage season. JTB leveraged campaign channels linked to JATA to demonstrate its strong draw as a staple of domestic travel. In overseas travel, HIS has been sharing news about a new brand for customers aged 25 and under and its financial results, suggesting an effort to win over younger customers while simultaneously rebuilding its business foundation.
- 1All Time Rental opened a new base in Nippori, Tokyo, on October 21, pushing to improve convenience in urban areas.
- 2Times Car reached a milestone of 4 million members, once again demonstrating the size of its user base that spans beyond the boundary between car sharing and rentals.
- 3Rakuten Travel launched its Autumn SALE on October 1 and appears poised to capture autumn and winter booking demand all at once.
- 4In response, Jalan kicked off its Special Week on October 5, effectively igniting a booking battle for domestic travel.
- 5It can also be read as a signal that companies are seriously moving to capture touring demand that begins at regional airports.
Conclusion
Looking at the big picture, several moves are progressing at once: airport-based expansion, new urban stores, larger membership bases, and the autumn booking campaign race. The stance of companies trying not to miss either inbound or domestic travel demand may suggest that the travel industry has entered a full-fledged recovery phase, and that the axis of competition is shifting from "securing volume" to "the quality of experience and convenience".