As international travel rebounds and the free independent traveler (FIT) market expands, the demand for real-time online travel bookings (OTA) in Japan continues to rise. Major hotels and key attractions have largely integrated with global OTA platforms, enabling immediate reservation confirmation and payment, aligning with modern travelers’ expectations for “instant booking,” “contactless experience,” and “cross-border transactions.”
However, regional travel suppliers, particularly small to mid-sized non-accommodation providers, still heavily rely on paper-based bookings and manual management, operating under a “request-based reservation system.”
This traditional operational model leads to delayed supplier responses, resulting in confirmation lags during the booking process, deteriorating the user experience, and increasing the burden on platform customer service and operations teams. This gap has become a critical bottleneck in the broader adoption of OTA platforms within Japan’s travel market.
To address the growing need for digital transformation among regional travel suppliers, KKday launched Rezio—a SaaS platform specifically designed for the travel industry. Rezio supports suppliers by enabling online reservations, e-ticketing, automated inventory management, and seamless integration with global sales channels.
As of early 2025, Rezio has been adopted by nearly 2,000 businesses across Japan, including major attractions and theme parks, and serves over 5,000 merchants and 8 million travelers worldwide, demonstrating its strong capability in driving supplier-side digitalization.
However, among Japan’s regional travel suppliers—particularly small to mid-sized operators and businesses in remote areas—traditional manual reservation management remains widespread, continuing to limit overall booking efficiency and customer experience.
Through ADGo’s market intelligence analysis, integrated marketing strategy, and creative ideation, we are now exploring new ways for Rezio to strengthen its outreach and education efforts among local Japanese travel providers, accelerating the industry’s digital shift.
Phase 1: Market Intelligence Sweep
Following the rapid recovery of Japan’s inbound tourism market post-pandemic, both visitor arrivals and travel spending have surpassed historical records. The rising share of free independent travelers (FIT) is further accelerating the adoption of online booking, highlighting strong growth momentum and market expansion opportunities for international travel platforms.
While Rezio operates under the Klook umbrella, it differentiates itself by focusing on empowering suppliers, rather than competing directly in the B2C space like Klook and KKday. As Japan’s travel supply chain enters a critical phase of digital transformation, Rezio currently holds a moderate adoption rate within the industry, yet boasts the highest level of internationalization among its peers.
Looking ahead, by continuously optimizing platform functionality, strengthening local partnerships, and investing in supplier education, Rezio is well-positioned to expand its market share and solidify its leadership in Japan’s evolving B2B travel ecosystem.
Phase 2:New Product Pre-Launch
Through a New Product Pre-Launch initiative, Rezio developed a brand concept video based on customer insights, aimed at expanding its market presence. The video is designed to support regional suppliers in balancing service depth with market breadth during their digital transformation journeys, enabling dual growth in both digital innovation and cultural continuity. Rezio positions itself not just as a time-saving tool, but as an essential partner in elevating the service capabilities of local operators.
- Concept Video 1:「おもてなしテクノクラート」
The concept captures the unique quality of Japanese travel industry professionals who seamlessly blend the traditional spirit of 「待客之道」(hospitality) with modern technology. They are not only skilled technologists but also cultural custodians.
For instance, an owner of a hot spring ryokan leverages the Rezio platform to anticipate guest preferences and thoughtfully arrange rooms and meals, allowing returning guests to feel instantly welcomed. Technology does not diminish the warmth of service; rather, it amplifies the heart of hospitality. - Concept Video 2: 「グローバル和の伝道師」
This concept portrays a new generation of travel operators who use digital platforms as a bridge to bring Japanese traditional culture to the world.
For example, a local tea ceremony instructor leveraged the Rezio platform to attract travelers from around the globe to his classes. Through this experience, he realized that he had evolved from simply teaching tea ceremony to becoming an ambassador of Japanese「和」(harmony), sharing its spirit with the international community.
Phase 3:Integrated Marketing Creativity
The advancement of integrated marketing creativity goes beyond a purely B2B perspective, extending across travelers, suppliers, and the broader market to create an emotional resonance around digital transformation. By designing campaigns that generate positive consumer engagement and word-of-mouth, Rezio effectively amplifies its online visibility and brand awareness. This approach significantly increases supplier willingness to adopt the Rezio system, accelerating the digital upgrade of the travel supply chain and expanding market penetration.
- 「和風數位驛站」 Project
Rezio has partnered with Japan’s leading travel app “Co-Trip” (ことりっぷ) and KKday to launch the “Wafu Digital Station” initiative, which connects ryokans and attractions using the Rezio system into curated travel itineraries.
Upon visiting participating locations, users can experience digital interactions such as AR-based kimono photo shoots and collectible digital omamori (good luck charms). Completing designated activities earns users rewards like free accommodation vouchers.
This project not only boosts the digital exposure and media presence of Rezio-affiliated ryokans but also deepens user engagement with Japanese culture through innovative experiences, ultimately driving higher exploration intent and conversion rates. - Podcast Series: “The Joys and Challenges of Digital Transformation – Voices from Ryokan Owners”
This podcast series invites diverse travel suppliers to share behind-the-scenes stories of the industry, focusing on their emotional journey before and after adopting the Rezio system.
From initial doubts and resistance to gradual acceptance, mastery, and eventual realization of significant operational improvements, the program uses authentic personal narratives to foster empathy and reduce fear of digital transformation among traditional ryokan owners. - “New vs. Old: Guest Perspectives on the Digitalized Stay Experience”
Leveraging a multi-tiered KOL and KOC promotion strategy, Rezio orchestrates authentic voices from different perspectives.
Popular celebrities share firsthand experiences of elevated service quality after Rezio’s implementation; tech commentators validate improvements through data analysis, highlighting increases in occupancy rates, cost reductions, and enhanced appeal to international travelers; and frontline staff offer practical insights on workflow optimization and improved guest engagement.
By turning real-world experiences into compelling online marketing content, Rezio strengthens momentum among Japanese travel suppliers to join its digital ecosystem.
ADGo Drives B2B Travel Operators’ Digital Transformation in Japan
In this project, ADGo took a B2B-focused approach to support the digital transformation of Japan’s travel supply side. By delivering a comprehensive promotional solution—spanning market research, concept development, and integrated marketing—ADGo helped bridge the digital gap for regional tourism operators.
This case exemplifies ADGo’s role as a trusted partner in the B2B space—empowering industries to evolve and co-create value through strategic creativity and market insight.