What do international guests actually consider when choosing accommodations? While previous articles have discussed best practices and experiences, this article organizes the selection criteria of international travelers based on actual survey data. Use this information as a reference when reviewing your own English content.
Survey 1: Key Factors in Hotel Selection are "Location × Price × Comfort"
According to a lodging demand survey conducted in 2026 targeting foreign tourists visiting Japan (carried out at Tokyu Kabukicho Tower and HOTEL GROOVE SHINJUKU), the most important factor when selecting accommodations was "location (access to stations and tourist attractions)" at 53.4%. This was followed by "price" at 28.4% and "room size and comfort" at 23.0%.
The survey also indicated that accommodations are perceived as "part of the travel experience", suggesting that the stay itself significantly impacts overall travel satisfaction, rather than merely serving as a place to sleep. Additionally, approximately 90% of respondents reported staying for more than a week, indicating that longer stays lead to higher expectations for accommodations.
Survey 2: Expectations Before Arrival Include "Service, Toilets, and Bathing Facilities"
A needs assessment survey conducted by TOTO Corporation revealed that among expectations prior to arrival, the top three were: "service" (57.8%), "toilets" (56.5%), and "bathing facilities" (48.7%).
The prominence of "toilets" in the results is particularly noteworthy. The survey found that 11.7% of travelers who experienced traditional Japanese toilets stated they would "never want to use them again," highlighting that comfort and cleanliness in bathroom facilities are more critical in accommodation selection than might be expected.
Survey 3: Foreign Guests Value "Traditional Ryokan Features"
A research study by the Ministry of Land, Infrastructure, Transport and Tourism (Research No. 119 on Ryokan Brands) asked foreign guests who stayed at ryokan about the facilities they found applicable. The results showed that "tatami rooms" (82.5%) were the most valued, followed by "large communal baths" (71.1%) and "onsen (hot springs)" (62.2%).
The study also suggested that seasoned travelers tend to seek interactions with locals and view ryokan as a "showcase of the region", serving as a place to experience local culture.
Key Points to Reflect in Your Website Based on the Three Surveys
Considering these survey results, it becomes clear that the following points should be prioritized in English content aimed at international guests:
1. Clearly and Simply Present Access Information
Since "location" is the most critical factor, it is essential to provide detailed explanations of transportation options and travel times from the nearest station and tourist attractions on your English pages. For more details, see How to Effectively Communicate Pricing, Access, and Cancellation Policies in English.
2. Specify Cleanliness of Bathroom Facilities and Availability of Western Toilets
Given the high interest in "toilets" and "bathing facilities," preparing photos and descriptions that convey the cleanliness of bathroom facilities and the availability of Western-style toilets can significantly influence booking decisions.
3. Highlight "Tatami Rooms," "Large Communal Baths," and "Onsen" as Central Features of Ryokan
Data indicating that foreign guests seek elements like "tatami rooms," "large communal baths," and "onsen" supports the idea that these should not just be listed as facilities but emphasized as unique values of ryokan. For guidance on cultural explanations, refer to How to Explain Tatami, Futon, and Large Baths in English.
4. Don’t Forget to Address Cost Performance
Since "price" is also a top consideration, effectively communicating the value of the experience relative to the cost is crucial.
Conclusion: Data Can Validate Assumptions
When it comes to understanding the needs of international guests, it’s easy to rely on intuition or experience. However, by referencing actual survey data, you can objectively reassess whether your selling points are aligned with guest expectations. Use the data presented here to check if your English content adequately covers critical factors such as "location," "bathroom facilities," "tatami rooms, large baths, onsen," and "price."
Studio HAKO's HAKO Scan offers a free assessment of your site's international readiness, including the effectiveness of these selling points. Start by checking your current status.
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Sources: Lodging Demand Survey for Foreign Tourists Visiting Japan (2026, conducted at Tokyu Kabukicho Tower/HOTEL GROOVE SHINJUKU), TOTO Corporation's Needs Assessment Survey for Foreign Visitors, Ministry of Land, Infrastructure, Transport and Tourism's Research No. 119 on Ryokan Brands