The HNWI travel report takes a deep look on how HNWIs (富裕層) in Japan travel, and at their images of hotel brands. This report offers a different perspective on HNWIs and their travel behavior in Japan. The difference lies in the amount of detail, its relevance and closeness to the consumer group analyzed, and in the way to access this information. Through continuous interaction with Japanese millionaires over the course of over 10 years, we acquired access to their networks and permanent exposure to trends and changes in their consumer behaviour and mind-sets. Great care was taken in analyzing the results, and due to the enormous amount of data—nearly 700 pages of hand-written answers—we spent 3 months entering and formatting the material. All materials gathered are the voice of HNWIs, with all contents derived directly from their opinions, their accounts, the essays that they wrote for us. Each survey sheet was filled out by the HNWIs that are all personally known to us. Throughout the report we inserted complete lifestyle profiles of selected HNWIs which will give a more complete picture of who these affluent Japanese are.
The graphic shows one of the 97 profiles that form the basis of the report. She is an example of the professional rich—doctors, lawyers, financial dealers, fund managers, and also successful bureaucrats, and are characterized by one common attribute: they are caught up in a routine of their jobs and have high earnings they generate through a steady work-life. They use consumption and travel as a way of rewarding themselves for their hard work over the years and often have high demands when it comes to products and services and very personal preferences.
In Japan, being a member of the professions mentioned above almost guarantees a well-to-do lifestyle. The individuals analyzed here were the more successful ones from a class of affluent professionals, they made it to become millionaires. From all the analyzed groups they are the most busy and are used to a fierce and clearly defined competitive environment. Socializing with their clients is part of their lifestyle and defines in many ways the way they travel and spend their leisure time.
Over the next weeks we will publish more sample profiles that allow a glimpse into the real world of HNWIs in Japan. The results are as fascinating as they are often unexpected. Did you know that Daikanyama is one of the most popular shopping districts for rich Japanese or that Japanese affluent travelers spend in average 20 days per year traveling, spending an average over 27,000 US$ per year on travel? Or were you aware of the fact that 42% of rich Japanese have never used concierge services even though most have the opinion that they could enhance their travel experience if they would offer more precise information?
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