Social × Video Marketing
Social Media Management POV Studio Influencer PR Social Ads Management Inbound Tourism Marketing Full-Funnel Marketing Recruitment Marketing Japan Market Entry Marketing EC Operations & System IntegrationProduct × Travel
Travi Travel AppAI × R&D
AllRev AI Marketing Tool UGC Lab WORKS COLUMNS TEAM CONTACTInbound Solution for Hotels & Ryokan
Inbound visitors look for somewhere to stay on social media before they open a booking site. Managed multilingual accounts and KOC campaigns grow direct bookings for hotels and ryokan.
Instagram
TikTok
Xiaohongshu (RED)
Numbers
177.87m stays
Overseas stays grew 8% in a year
Overnight stays by overseas visitors in 2025, up 8.2% year on year. Total overnight stays came to 653.48 million, down 0.8%
Japan Tourism Agency, Overnight Travel Statistics, 202527.2%
One night in four is an inbound guest
Overseas overnight stays of 177.87 million as a share of the 653.48 million total
Japan Tourism Agency, Overnight Travel Statistics, 202543.3%
Four in ten inbound visitors check social before departure
Share naming social media as a useful source before departure. Video sites come in at 39.6% and personal blogs at 23.9%
Japan Tourism Agency, Consumption Trend Survey for Foreigners Visiting Japan, 2025 annual report11.1%
Only one in nine looks at the property's own site
The property's own website as a useful source before departure. Booking sites come in at 10.5% and review sites at 11.0%
Japan Tourism Agency, Consumption Trend Survey for Foreigners Visiting Japan, 2025 annual report33.5%
What they want to stay in next: a ryokan
What inbound visitors want to do next time: stay in a ryokan. Only 23.9% actually did on this trip, so the demand is ahead of the supply
Japan Tourism Agency, Consumption Trend Survey for Foreigners Visiting Japan, 2025 annual report93.8%
Over nine in ten who stayed are satisfied
Share of inbound visitors who stayed in a ryokan and said they were satisfied. For onsen bathing it is 94.6%
Japan Tourism Agency, Consumption Trend Survey for Foreigners Visiting Japan, 2025 annual reportIssues
01
A booking site is where people compare properties they already know about. You never enter the shortlist, and only the commission accumulates.
The fixWe split the platforms — RED for Chinese speakers, Instagram and TikTok for English speakers — and get you onto the shortlist.
02
The peak sells out and weekdays and quiet seasons stay empty. With nothing published for overseas audiences, price is the only lever left.
The fixWe choose the markets that will come on weekdays and in quiet seasons first, and publish towards them.
03
With no measurement and no multilingual booking page, all that is left is views. Whether to continue becomes a matter of instinct.
The fixMeasurement tags and a multilingual booking page first, then only the videos that got a response go into advertising.
Solution
01
What gets decided first is the market that fits your location and room mix and will come on weekdays and in quiet seasons. Then the roles: RED (Xiaohongshu) for Chinese speakers, Instagram and TikTok for English speakers.
02
Not translation, but rebuilding per market. Subtitles, voiceover and comment handling are all done by native speakers.
03
We cast creators who fit the character of the property and its guests. PR disclosure goes into the contract in line with the stealth marketing rules before anything moves.
04
Measurement tags and the multilingual booking page go in before any advertising. Only the videos that got a response run, and only to the target countries.
What we watchViews from search, saves, profile visits
What we watchViews, average watch time, profile visits
What we watchSaves, profile visits, link clicks
What we watchArrivals at the booking page, cost per booking
What we watchDirect bookings, OTA share, average room rate
This mix is only an example. Target countries and the team you have on site change the order.
Process
From agreeing the objective through multilingual operations and repurposing into ads, alongside you the whole way
Phase01
It starts with which rooms, when, and filled by travellers from which country.
We ask about your current booking channel mix, when occupancy drops and the room rate you are aiming at. What the inbound work is going after gets decided here.
Phase02
We identify who, from which country, is looking for somewhere to stay, and where.
43.3% of inbound visitors name social media as a source before departure (Japan Tourism Agency, 2025). But Chinese speakers use RED and English speakers Instagram and TikTok, so we narrow the market first.
Phase03
Before any posting, we start with the side that takes the booking.
We set the platform mix and each one's role against the target countries. In parallel, measurement tags go on your site and booking engine, and the multilingual rate plan pages get prepared.
Phase04
Filmed without stopping the operation, then rebuilt per market.
One operator traces the guest route and films twelve videos' worth in two hours. Native translation, voiceover and subtitles go on afterwards, along with rewriting the titles and hashtags.
Phase05
Videos that got a response get widened through advertising and PR.
Multilingual account management and local KOC/KOL campaigns run in parallel, and the videos that responded go into advertising. What we show monthly isn't views; it's the numbers along the booking path.
FAQ
It won't. One operator traces the guest route, and two hours gives twelve videos' worth. Batch shoots once or twice a month, outside check-in and breakfast hours.
This isn't a proposal to drop them. Keep them as a channel, add ways for inbound visitors to find you themselves on social, and layer commission-free direct bookings on top.
It runs in Japanese alone. Translation, voiceover, subtitles and comment handling sit with our native-speaker team, so the property can keep filming and sharing material in Japanese.
It depends on the country. Going after visitors from China, Taiwan and Hong Kong, it is unavoidable. If English-speaking markets and Southeast Asia are the core, Instagram and TikTok come first. We never launch everything at once.
Which is exactly why views aren't the KPI. Measurement tags and the multilingual booking page go in first, and it is judged on arrivals at the booking page and direct bookings. Monthly reporting leads with the booking path numbers.
One property over a short period is fine. Running a pilot before rolling out, then taking the numbers to head office, is something we often suggest. If the property already has a Japanese account, recutting existing material is the way in.
Services
End-to-end support from account strategy through filming, editing, posting and analytics
First-person short-form video. No cast, fast turnaround, low cost — and the experience comes through
Cast the right creators for your goal from a network of over 20 million combined followers
Small tests identify the winners first, so budget goes only where it drives traffic and revenue
Multilingual social marketing that maximizes the inbound visitors you attract
Awareness, conversion tracking and nurturing in one pipeline, powered by our playbooks and AI
Recruitment marketing that reaches the 94% job boards never touch, through short-form video ads made for you
End-to-end Japan market entry for overseas brands: localization strategy, official social accounts, POV video, PR and on-site activation
Shopify and BASE store operations, plus channel manager, LINE and Meta ads integration with your booking system, so your marketing has somewhere to land
Free consultations and quotes available
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