[Understanding the characteristics of travel lovers visiting major stations across the country!] CCC Marketing Research Institute releases "Travel Lover Database"

2023.04.26 Press Releases
CCCMK Holdings Co., Ltd. / CCC Marketing Research Institute

-Supporting marketing of travel products and urban development using T-Card purchasing data-

CCC Marketing Research Institute (Director: Minoru Niihashi, hereinafter referred to as "CCC Marketing Research Institute"), a part of CCCMK Holdings Co., Ltd. (Head office: Shibuya-ku, Tokyo; President and CEO: Takahashi Yoshinori; hereinafter referred to as "CCCMKHD"), which aims to solve local issues together with various parties as a "think tank that walks and thinks together with consumers," has announced the "Travel Lover Database," which can analyze five types of "travel lovers" based on T-Card purchasing data.

■ Five types of "travel-loving clusters" derived from T-Card purchasing data

The travel industry, which has been severely affected by the COVID-19 pandemic for about three years, appears to be gradually recovering thanks to nationwide travel support and an increase in inbound tourists. CCC Marketing Research Institute focused on "travel lovers" who are on the move again, defining them as people who purchase travel-related books and magazines at TSUTAYA Bookstores, and analyzed their characteristics based on T-Card purchasing data and customer DNA*1 of approximately 1.4 million people from April 2021 to March 2023. As a result, it became clear that travel lovers could be divided into five "clusters": "Photogenic Travelers," many of whom are young people in their 20s who post on social media; "High-Iron Travelers," who buy timetables and travel solely for the trains; "Parent-Child Travelers," who choose destinations that their children like based on word of mouth and TV; "Upgrade Travelers," who earn high incomes and choose high-grade hotels and hot springs; and "Leisurely Travelers," who have retired from work and are enjoying their second life.

■ "Travel Lover Database" is an analytical tool that supports marketing to meet expanding travel demand

We have now announced a "Travel Lover Database" that can analyze five types of "Travel Lover Clusters."You can see the "Visitor Status of Major Stations Nationwide" which visualizes what types of travel enthusiasts are visiting major stations nationwide*3, including the composition ratio by gender and age, lifestyle, inclinations, and purchase rates by magazine and book title.

By gaining a deeper understanding of the characteristics of "travel lovers," we can utilize this information not only in the development and promotion of travel products such as tours and packages, but also in urban development planning. Furthermore, by combining this with the advertising media provided by CCCMKHD, you can also promote directly to the type of "travel enthusiasts" you want to approach. Please utilize the "Travel Lover Database" in your marketing activities to meet the ever-increasing demand for travel.

CCCMKHD's group mission is "UNIQUE DATA, SMALL HAPPY." Our major mission is to connect "individual lifestyles" with the "society" that surrounds them, and to create small moments of happiness every day for every person in the world. We will continue to use the "unique data"*2 entrusted to us by our customers to create new social value in collaboration with consumers and businesses, and strive to achieve our group mission of "UNIQUE DATA, SMALL HAPPY."

<"Travel Lover Database" summary document>
You can download the overview here.

*1: Customer DNA is data that analyzes the inclinations of T members using machine learning based on their T card usage history. We score a number of items, mainly focusing on food, clothing, shelter, leisure, and work, and use this to understand the preferences of product buyers.
*2: Unique data refers to approximately 70 million single IDs, more than 3.5 billion purchasing transactions per year, 6 billion types of product data handled by a network of approximately 150,000 stores, customer DNA persona data consisting of thousands of items, offline and online movement and behavior data, media contact data, and CCCMK Holdings' original enhanced data.
*3: Major stations nationwide refer to major stations in each prefecture, other tourist destinations, and stations on the Kyushu Shinkansen, Nishi-Kyushu Shinkansen, and Hokuriku Shinkansen.

Materials related to this matter

[Understanding the characteristics of travel lovers visiting major stations across the country!] CCC Marketing Research Institute releases "Travel Lover Database"

Inquiries regarding this matter
CCCMK Holdings Co., Ltd. Public Relations
TEL: 03-6800-4464／cccmkpr@ccc.co.jp