THIS month will see the launch of a new event for the luxury travel industry, Blossom Japan. TTN spoke to industry pioneer JAY MARTENS of Lucioles, the organising company, to find out what’s in store.
What is the event background of Lucioles?
Lucioles is a boutique agency, specialising in the development of the travel and tourism industry. The aim of the company is to utilise all aspects of marketing to advance and open new doors of opportunities in the industry.
The name Lucioles, firefly in French, was a symbol in ancient Africa and Asia, where captured fireflies were held in receptacles and used as lanterns. Lucioles gathers the fireflies of the industry and is creating a platform so they too can shine and prosper.
What made you decide to tackle the Japanese luxury market?
Our motto at Lucioles is ‘Essence and Audacity’. Essence because our market is travel and tourism. Our aim is to ensure all aspects of the industry progress and are fundamentally sound while our focus is the industry first and all the rest is extra. Audacity, because we want to go where change is really needed, where opportunity exists but no-one knows how to open the doors.
Japan has one of the largest numbers of high net worth individuals (HNWI) in the world, second only to the US. It is also the number one consumer of luxury goods worldwide, representing 15 to 30 per cent of its annual revenue in luxury brands. However, in the luxury travel segment, the Japanese consumer is often forgotten. By creating Blossom Japan, we have addressed these problems by providing opportunities and opening doors for various brands while affording them a platform to interact with the key players in the luxury travel industry.
Leisure time is a precious commodity these days and Blossom Japan can play an important role in the industry by providing a precise target market and easy access to decision makers and captains of industry which means creating more time with the family and loved ones. This is our aim with Blossom Japan.
What has been the response?
In regards to the buyers and media, it has been phenomenal! We have more than 30 different nationalities attending the event as buyers with over 350 applications, which is proof that there is a need for an event of this kind in Japan. The interest from the media has been awesome as well with 15 different nationalities and publications from every continent.
As for exhibitors, it has been below our expectations. I think the world economic situation is playing a role in this. But I believe that the challenge is always the mentality in the industry. Most brands view a trade event as just a trade event, not enough analysis is done on which event actually really shows return for your investment. Most people will go where everyone else is going, even when they know the market place is not yet for them.
New events always face these challenges and when you deliver, then the whole industry comes knocking on your door.
My hope is to turn more and more lambs into lions, see more people looking at what is the return on their investment and having that solely as a guiding line and not just following the current trends and fashions.
Has there been much official support within Tokyo and wider Japanese tourism?
In Japan we are a brand new phenomenon. For many years the Japanese travel industry has never been challenged and tourism has never been a major aspect of the country’s economy. But over the years, a lot has changed. The consumer in the first place has changed! He is more sophisticated, well travelled and is looking for new and real experiences. The government has now pledged to make travel and tourism an important pillar of the economy. Our support has been great within the industry and we have been encouraged to open more doors as well. The Tokyo Convention Bureau and the Japanese Tourism Authority have been tremendous supporters of Blossom Japan.
What has been the response from the Japanese and international tourism private sector?
Blossom Japan is a B-to-B event with pre-scheduled appointments. Our only clients attending the event are from the private sector. The goal of our event is that we create and offer the perfect appointment between buyer and seller so that they can forge a partnership. No time is wasted and no time-wasters are allowed. Blossom Japan is a platform where decision makers meet and move mountains.
What can visitors to Blossom Japan expect?
• Discover a tremendous destination which offers various opportunities.
• Meet with exceptional agencies, which influence the travel habits of HNWI worldwide.
• An event well-planned where every single detail has been arranged so that buyers and sellers only have to concentrate doing business. You literally only need your brochure and business cards.
• Discover some of the most amazing products and services available today in the world and Japan.
What is to be gained by exhibitors and buyers attending the event?
Understanding Japan and finding access is not easy and sometimes impossible. So Blossom Japan is the platform that will offer them this.
We wanted to create an event where everything is dedicated to the success of the exhibitor and the buyer. Doing this in the most efficient and honest way. If you are looking for the right products and meetings with the key decision makers in some of the most attractive market places and more specifically in Asia Pacific, then Blossom Japan is your best investment for 2011.
With the new direct routes from the Middle East (with Emirates, Eitihad and Qatar Airways now flying direct), Japan is destined to be the HNWI market place for the region.
How many exhibitors and buyers will be taking part?
We have, for the first year, 180 buyers attending and 120 exhibiting companies.
What do you see as the future of the luxury travel industry within Japan?
I believe that, with the right promotion and a few changes, Japan can become the leading luxury destination in Asia Pacific. It offers 365-day experiences and every season is uniquely celebrated in every part of the country. It is also a great investment place for the industry. From Hokkaido to Okinawa, Japan is has opportunities written all over it.
Japanese travellers are some of the most sophisticated clients and for those who truly invest, Japan can become a very satisfying source market.
And what will be Blossom’s role within this?
Our role is that of developer. We want to open the door with our event and keep improving year after year to satisfy the needs of all our clients and partners. The key is to listen and keep improving and stay absolutely relevant to the market place. As long as we can produce the right return for all our clients, we will keep moving forward.
Anything else you would like to add?
In the current economic climate, it is very important that, as an industry, we look at what we are doing and how we are working to achieve our goals. The past two years and maybe the two ahead of us are opportunities to look into how our products and services are perceived and where are the key markets to be present. Do we know our customers? Are we changing with them? Our industry is one of the most resilient and we always overcome our difficulties.
We at Lucioles, with Blossom Japan, are aiming to unlock a great market place in Japan. We are looking forward to welcoming you all in Tokyo in 2011 and if you are not with us then, we hope to see you in 2012.