Case Studies

Kyushu Incentive Tour Utilizing JTB's Network to Exceed Expectations in Hospitality

Client :Japan-affiliated retail chain

Industry :CVS

Participants :66

Destination :Kyushu

Period :April, 2024

# Case Studies
# Group Travel
# Asia

Summary

Organizing Japan travel tour as an incentive trip and training opportunity for outstanding achievers
Adjusting for large group travel after COVID-19 pandemic and meeting diverse dietary needs
Providing full support services in cooperation with JTB branch offices
Creating attractive sightseeing plans for a deeper appreciation of Japanese culture

Objectives

The main objective for the client was to provide store owners who achieved excellent results with an incentive trip and to have them participate in store tours and training sessions supervised by the Japanese headquarters.

To continue growing in Taiwan's highly competitive convenience store industry, the client considered it essential to encourage store owners to take their own initiative.

That required a plan that would inspire and motivate people to work by providing them a travel experience in Japan, which would also serve to enhance their sense of belonging to the headquarters of the convenience store chain they are operating.

Considering that Taiwanese people often visit Japan, we decided to exclude famous locations such as Tokyo and Mt. Fuji, and instead proposed a tour of Kumamoto Prefecture on the island of Kyushu.

We chose Kumamoto Prefecture because of the opportunity to show participants a new type of convenience store - an unmanned store - and because Kumamoto Prefecture has a strong presence in international business that has been attracting a great deal of attention in Taiwan. Taking advantage of our deep understanding of Japan, we planned a tour in Kumamoto allowing participants to experience Japanese culture off the beaten path.

Challenges

One of the most difficult requests we received from our client was to create a high-quality hospitality plan that would be uniquely Japanese. Japanese tourist facilities used to treat visitors warmly but have shifted to a policy of less contact due to pandemic-related infection controls, leaving visitors feeling unsatisfied.

Accommodations no longer provide luggage delivery service to rooms upon check-in, and staff shortages forced restaurants to slow the speed of alcoholic beverage orders. The most important task was to offer a uniquely Japanese quality of customer service, one that was taken for granted before the pandemic. Especially concerning dining, it was essential to coordinate with local restaurants to accommodate vegetarians and those with allergies, as well as changing banquet formats and times due to differences in dining culture.

In response to such detailed requests, our representatives held meetings every morning up to the start of the tour to resolve the client's concerns. We shared the latest status and adjustments with each other, and did our utmost to ensure that everyone could enjoy the tour with peace of mind.

Solutions

This incentive tour of 66 people required 2 buses and 2 guides. We could accommodate this kind of trip while providing uniquely Japanese hospitality due to our collaboration with the JTB Kumamoto branch, which has a strong local presence.

Arrangement of itinerary through the JTB network

Arranging transportation, making group reservations at tourist facilities, and securing seats and time slots for a large group was not easy.

From the planning stage, we worked closely with our Kumamoto branch to share information and secure accommodations, transportation, and places to eat that would maximize everyone’s enjoyment.

A special menu that offers a taste of Kumamoto

Kumamoto is home to many privately owned restaurants and ryōtei, which are high-end restaurants where guests can enjoy traditional Japanese cuisine in private tatami rooms.

Since many such establishments do not advertise themselves and instead fly under the radar, we made inquiries to restaurants that have a strong relationship of trust with the JTB Kumamoto branch and succeeded in picking several restaurants that met our requirements.

We were able to offer a variety of dishes: banquet food on the first and second days, Western cuisine on the third day, and yakiniku (Japanese barbeque) on the fourth day, providing a special Kumamoto dining experience.

Taking Taiwan's dining culture into consideration

Since many Taiwanese enjoy drinking alcoholic drinks, the location of the restaurants were also considered. We selected restaurants within walking distance from the hotel because we were aware that traveling far from one’s hotel in an unfamiliar country could cause a lot of anxiety.

The participants were all fast-paced drinkers, and when they ordered their drinks, they asked for about 100 bottles of beer each time. The restaurants were able to handle such orders swiftly, making dinners a stress-free experience.

Guides who understand both Taiwanese and Japanese cultures

The trip was accompanied by a JTB Taiwan representative who was familiar with the client's requirements. During the tour, meetings were held each morning with the JTB Taiwan representative, two guides, and the client's secretary. Because the tour was carefully conducted with the process being confirmed at each step, we were able to proceed without causing any sudden changes in plans or problems during the trip.

Efficient support in emergencies

One person fell ill during the trip. A quick on-site decision was made to immediately contact the person in charge at our Kumamoto branch office. A hospital that accepted nighttime medical examinations was found and tests were immediately conducted. No abnormalities were found and the participant enjoyed sightseeing in good spirits the next morning. We received words of gratitude from the client’s representatives who were struck by the seriousness with which we handled this situation.

Conclusion

JTB Taiwan's proposal, based on its thorough knowledge of Kumamoto's attractions, was highly appreciated, and the incentive tour was a great success. The first objective of viewing the unmanned stores of the client, a form of business not seen before the COVID-19 pandemic, left a strong impression on participants after viewing the system for the first time. Many also expressed their appreciation for the sightseeing and food unique to Kumamoto. Participants enjoyed a banquet with views of the scenery of Kumamoto Castle and the city below at Shiromiyagura, tasting local specialties such as horse-meat sashimi.

The client's contact person was very satisfied with the tour, and we were pleased to hear that they would definitely like to work with us again next time. Although this was our first time doing business with them, we were able to establish a long-term partnership. Our knowledge of both Taiwan and Japan, and our ability to bridge the gap between both sides while achieving a plan that satisfied everyone beyond expectations, were the factors that made this tour a success.

Project Lead

Elaine Liu

JTB Taiwan
Sales Department, Overseas Tourism Section
Section Chief

12 years of experience in corporate sales, focusing on building and maintaining relationships with customers and promoting business.