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Spa and wellness treatments targeting OLs

Japanese OLs (Office Ladies) in their 20s and early 30s used to be the most frequently traveling segment for overseas travel, however they are showing less interest due to unstable employment and lowered income. The other factors are owing to the growing cost for other activities (e.g. aesthetics, mobile phone). Another observation is that the share of single traveler is on the rise. Couples may not want to travel together as men and women have different preference for destination and activity. We are also witnessing the switch from the common activities of travelers to non-traditional choices.

Activities by ranking
1. Nature and scenic attractions
2. Shopping
3. Historic and cultural attractions
4. Gourmet sampling
5. Rest and relax
6. Spa, treatment and massage
7. Theme Parks
8. Water activities
9. Art galleries and museums

Targeting a niche market comprising of Japanese OLs in their 20s and early 30s up to 50s. The concept is focused on providing spa, massage and wellness program tailored specially for ladies. One featuring accommodations outside Tokyo with about an hour train ride; Ito, Hakone, Yamanashi, Ibaraki, Gunma, Boso, Shinsyu and Tokai, that offers onsen together with spa treatments. While the other featuring upscale hotels in Tokyo, Yokohama, Makuhari and Maihama with their fabulous spa treatments. There are more than 40 courses to choose from including overnight and single day trip.