The Opportunity

Research suggested that the domestic traveller was a massive untapped opportunity for OTAs in Japan.

Hotels.com wants to be seen as a leading player amongst that target audience.

The Scenario

Japanese employees don't like domestic business travel. Who can blame them - they take the Shinkansen in the morning, get to their destination. Meeting after meeting, Shinkansen back to Tokyo and at home to bed. That's a long work day, with travel.

What If?

They got to stay the night? Enjoy the city after work, onsen, Izakaya, shop?

They could have a great meal, sleep in a comfortable bed, and then go home the next day?

We introduced the notion of Bleisure.

After all, the Japan Government announced a law that would make it necessary for employees to take their annual leave.

The Strategy