Tailor-Made Incentive Travel to Japan:How JTB London Strengthened Business Relationships Through a Large-Scale Corporate Anniversary Trip

Client :Japanese manufacturing company which based in the UK

Industry :Manufacturing

Participants :approximately 130

Destination :Tokyo, Hakone, Nagoya, Kyoto

Period : Late March 2023

# Case Studies
# Group Travel
# Europe

Tailor-Made Incentive Travel to Japan:How JTB London Strengthened Business Relationships Through a Large-Scale Corporate Anniversary Trip

Summary of the Incentive Travel Project

50th Anniversary tour to Japan to strengthen relationships with their business partners
Held during the COVID-19 pandemic with 70% of the group visiting Japan for the first time
A wide variety of activities and experiences to explore the charms of Japan
Received very positive feedback from all 130 participants

Project Objectives

The client, a Japanese manufacturer, expanded into overseas markets soon after its founding, establishing a UK subsidiary in the 1970s to distribute its products locally, setting the stage for long-term business relationship building. To mark the company’s 50th anniversary in the UK, it organized a tailor-made corporate group travel Japan program for customers, business partners, and their families.

JTB London had undertaken a similar tour to Japan as part of the client's 40th anniversary in the UK. Because of JTB’s high-standard Japanese hospitality and robust local network, we were selected again 10 years later to deliver MICE travel solutions and end-to-end trip operations. The client tasked us to create a tour for the group that would maximize their enjoyment of Japan and even inspire them to fall in love with it.

They also wanted the trip to strengthen camaraderie and deepen business relationships among partners and their families through shared experiences. With 130 participants of various ages, the majority of whom had never visited Japan before, we had to propose the itinerary not only with major tourist destinations but also unique ideas to make a difference from the previous 40th anniversary tour.

Key Challenges in Managing a Large-Scale Corporate Group

The biggest challenge was timing: the trip took place in late March 2023, during the COVID-19 era, requiring health-conscious travel protocols for a large group. At the time, COVID-19 was downgraded from a Category 2 infectious disease to a Category 5 under the Infectious Diseases Act. Although restrictions were gradually lifted, maximum attention had to be paid to infection controls. About 70% of the group were visiting Japan for the first time, requiring us to devise activities and ways to spend time in Japan that would help them feel at ease and showcase the charms of the country as much as possible.

With approximately 130 participants, we secured flights for the entire group and coordinated three airlines during peak cherry blossom season—an essential part of large-scale group travel management. Some participants had dietary requirements, such as no fish, personal preferences, or food allergies, which also had to be considered.

Key Planning Considerations for a 50th Anniversary Trip

・Creating a special Japan travel plan for a 50th-anniversary celebration

・Designing an attractive experience with consideration for first-timers to Japan

・Adhering to COVID-19 infection controls

・Arranging airline tickets for 130 people and other ground services in Japan

Tailor-Made Travel Solutions by JTB London

Health-Conscious Planning During the COVID-19 Period

As part of our COVID-19 precautions, the London team traveling with the group carried thermometers, test kits, and other essentials to support on-the-ground risk response. If someone felt unwell, we set up a protocol that would seek immediate medical attention. For participants who complained of feeling unwell or tired, we were flexible in allowing for a change in activities, including taking a rest at the hotel.

Fair and Efficient Travel Arrangements for Large Groups

With 130 participants, the large size meant flights from London were divided into three groups. Since some were taking a connecting flight in Paris, France instead of direct flights to Tokyo, a sightseeing bus tour of the city was arranged during the 9-hour layover. This helped to make up for the longer travel time for those flying indirectly and increased their overall satisfaction.

Relationship Building Through Consistent On-Site Support

We organized buses for most of the transportation across Japan. Participants were divided into four groups and assigned dedicated buses, with each group staying together from day one to the final day to support consistent coordination. This included having the same guide for each bus throughout, helping to build a closer and more friendly relationship with them.

Personalized Experiences and Dining Options

Participants were given some activities and dining options to encourage the group to have a more enjoyable experience in Japan. In the final stop in Kyoto, besides sightseeing in the city, the group had the opportunity to visit nearby places such as Uzumasa, Osaka, Nara, and other nearby locations. Dining options such as teppanyaki and Japanese-style izakaya were offered at some points of the tour to allow participants to select the local food and traditional Japanese flavors they wanted to enjoy.

Managing Dietary Requirements for International Group Travel

All participants provided information to us in advance of the tour regarding food allergies. Using the allergy details collected in advance, we prepared bilingual (English/Japanese) dining cards and coordinated with hotels and restaurants to prevent meal-related issues across the group. Despite some constraints, we carefully negotiated with each place to ensure that the group could enjoy a pleasant dining experience in Japan.

Project Outcome and Business Impact

This was JTB London's first experience with a tour group of this size to Japan during the COVID-19 pandemic. We faced various hurdles in creating our itinerary, such as considering how to prevent infections and check the latest procedures at customs. However, with the cooperation of our JTB Europe sales team and JTB Japan's Division, we were able to create and finalize an itinerary to everyone’s satisfaction.The camaraderie that developed in the group made the experience enjoyable from start to finish. There were emotional goodbyes to the guides and others expressing their gratitude with promises to return to Japan. We felt we accomplished our mission. JTB London will continue to provide highly satisfying trips to Japan thanks to the extensive knowledge and experience a global travel business with offices worldwide provides and our high-quality Japanese hospitality.

Project Lead

Hiki Haruka

2016 - 2022; JTB Global Marketing & Travel, Tokyo, Japan
2022 - JTB London Branch, MICE Department, London, UK

＜Achievements＞

With extensive experience in inbound tourism promotion and incentive travel projects, she has successfully managed diverse initiatives including group tours, VIP experiences and high-profile events such as the Rugby World Cup 2019 and Tokyo 2020 Olympic Games. Currently working with JTB London Branch's MICE (Meetings, Incentives, Conferences and Exhibitions) division, they specialise in handling incentive travel projects for Japanese companies based in Europe. Their expertise lies in the coordination of large-scale events, the seamless management of groups of over 100 participants and major sporting events.