Travel and Digitalization: Challenges and Evolution
Recruit recently announced the discontinuation of Jalan. While digital platforms are overwhelmingly more convenient than paper-based ones for modern travel planning, how do you think the relationship between travel and digital technology is evolving?
Toshinao Sasaki: The entry point determines how the experience unfolds. For instance, I go hiking about twice a month, and unlike regular trips, hiking schedules are unpredictable. They’re influenced by weather, and delays can occur if a companion’s stamina is low.
Recently, the surge in inbound tourists has made trains incredibly crowded. I usually book express or bullet train tickets in advance, but since I often don’t know when I’ll be heading back, I modify my reservations mid-hike via my smartphone. The flexibility of digital tickets is by far their greatest advantage compared to paper ones.
However, I feel that the extensive knowledge accumulated around "digitalized travel" is surprisingly underutilized. I rent a house in Tsuruga, Fukui Prefecture, and since the Hokuriku Shinkansen line opened in March, it’s now possible to travel directly from Tokyo to Tsuruga. Yet, while Eki-Net allows you to book tickets to Kanazawa, it doesn’t let you book all the way to Tsuruga. Strangely enough, this can be done via the WESTER Portal.
Additionally, during a recent system outage at JR East, it became a hot topic on X (formerly Twitter) that tickets could still be purchased via JR West's JR Odekake Net. Setting up accounts with JR East, JR West, and JR Central’s Smart EXallows you to switch between them if one service goes down. This is a useful trick, and even private railways like Odakyu, Tobu, and Seibu are now fully ticketless. Such tips can significantly enhance the travel experience.
While traveling by Shinkansen, knowing where internet connectivity is available is also useful. You can plan to read a book in tunnels where the connection is poor and work on your laptop where the signal is strong. These small life hacks make digitalized travel incredibly comfortable.
On the flip side, Suica has become a Galapagos-like system, with its limited adoption outside Japan being a significant drawback. Considering the growing inbound demand, I predict that travel payments will eventually consolidate into three main options: credit card tap payments, PayPay, and IC cards for transportation.
You previously served as co-editor-in-chief of TABI LABO. How has the perception of travel changed since then?
Sasaki: Discussions about updating travel styles began around 2015. In 2019, Japan’s Ministry of Land, Infrastructure, Transport, and Tourism introduced the concept of "walkable cities." Instead of visiting landmarks, there’s growing interest in a travel style that involves staying in ordinary towns and exploring them.
Even before COVID-19, concerns over overtourism led to overcrowding at popular destinations. Additionally, the weakening yen has caused hotel rates to soar. As a result, it’s now often better to rent a kitchen-equipped Airbnb property and cook your own meals. Shopping for ingredients at local supermarkets and cooking your own food allows you to fully immerse yourself as if you were a local resident.
Denmark, for example, advocates for undertourism. Even in towns perceived as having "nothing," you can find delicious food, pleasant scenery, and cozy cafes. People are increasingly interested in discovering new charms and attractions.
These days, social media is flooded with photos of popular landmarks and scenic spots, so you already have a good idea of what to expect before you go. Essentially, it’s just "reconfirmation." The tendency to avoid well-known tourist spots started appearing on Instagram about five years ago, marking what some call the "end of the glitter boom." Billie Eilish’s rise, with her songs expressing personal struggles and hardships, overlaps with this trend. People are moving away from superficial glamour and seeking the authenticity of emotions and real-life experiences.
