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  3. Yoko Hayano
Lead Consultant

Yoko Hayano

Yoko Hayano
She specializes in long-term trend analysis, with expertise in market sizing based on consumer behavior and market data, as well as text mining, segmentation analysis for customer profiling, and scenario planning. In addition to data analysis and quantitative research, she also conducts qualitative research, including in-depth interviews and focus groups, to address challenges from both quantitative and qualitative perspectives.
専門領域

経歴

She previously worked for an automotive company, where she was involved in a wide range of initiatives, including market research, product strategy development, marketing analysis methodology development, long-term trend analysis, and corporate brand development. She has held her current position since 2004. Her areas of expertise include social psychology and multivariate analysis, and she currently focuses on travel trend forecasting and consumer lifestyle research. From 2023 to 2025, She oversaw public relations at the JTB Research Institute. Since 2023, She has overseen research and analysis.

主な要職・公職

  • Lecturer at the University of the Ryukyus Tourism Academy2018
  • Lecturer, Atomi Gakuen Women's University2017
  • Lecturer, Graduate School of the University of the Ryukyus2011
  • Member of the Study Group on the Future Development of Ski Resorts in Nagano Prefecture2008
  • Member of the Japanese Society for Behavioral Metrics

プロジェクト実績

担当プロジェクト

JTB Corporation
2025年

2025 Travel Trends

Four times a year—during Golden Week, summer vacation, and the year-end and New Year holidays—we analyze traveler trends and estimate market conditions based on developments in society, the economy, and the tourism industry (press releases issued by JTB).

JTB Corporation
2024年

Production and publication of the JTB Overseas Travel Report 2024: "Everything About Overseas Travel in the Japanese Market"

With a history spanning nearly 50 years, we produce and publish a standard report on Japanese overseas travel. The 2024 edition summarizes trends in Japanese overseas travel during the recovery phase, in addition to analyzing the structure and trends of the overseas travel market.

JTB Corporation
2024年

Analysis of JTB’s “Travel Trends” Survey and Preparation of Press Releases

We compile reports and press releases based on surveys and various data regarding travel trends during the four major annual travel periods: Golden Week, summer vacation, and the year-end and New Year holidays.

Korea Tourism Organization
2023年

Market Research to Boost Male Tourism to South Korea

A summary of insights from a survey conducted to expand demand among men visiting South Korea and to develop promotional strategies.

Foreign organizations
2022年

Survey on Outbound MICE

We analyzed the needs, current practices, and future trends of Japanese companies regarding MICE activities overseas. We conducted a survey to understand the needs of Japanese people interested in working remotely abroad and developed promotional strategies to attract them.

Private companies
2022年

Survey on Airport Users

We conducted a survey of people who do not use the airport to identify the causes and propose strategies to attract them

Yoko Hayanoの実績をすべて見る

執筆・メディア出演・講演等

2025年

Writing
Osaka Yomiuri Shimbun
October 12, 2025
"Takashi Expo: Examining His Legacy"
Writing
The Nikkei
September 22, 2025
"Osaka Expo: Visitors Not Venturing to Nearby Tourist Spots"
Lecture
Society for Leisure Tourism
September 13, 2025
Keynote Speech: "Visualizing Regional Strengths and Weaknesses Using the JTB Regional Power Index"
Contribution
The Nikkei
July 7, 2025
I see! Roots Exploration Team: "The History of Girls' Trips"
Comments
The Nikkei
February 20, 2025
"Only one in six people hold a passport; issuance remains sluggish at 3.82 million in 2024"
Lecture
Toyo University Graduate School
January 20, 2025
"Regional Revitalization × ICT"
Lecture
Toyo University
January 8, 2025
"Public Relations and Independent Research Initiatives at the JTB Tourism Research & Consulting Institute"

2024年

Lecture
Korea Tourism Organization
December 10, 2024
Korea-Japan Business Forum: "Trends Among Japanese Overseas Travelers and Proposals for Expanding Demand for Travel to Korea"
Contribution
Tourism Economy News
May 20, 2024
"The Noto Peninsula Earthquake and Attitudes Toward Travel to Japan"

2023年

Lecture
Toyo University
December 2023
"Changes in Consumers' Lives and Travel Habits in the Wake of the COVID-19 Pandemic"
Contribution
Transportation and the Economy
September 2023 Issue
"Building a Community of Connected People"—Exploring the Factors That Make a Place "Comfortable" and Worth Returning To
Contribution
Tourism Economy News
August 24, 2023
Travel in the new era is shifting from "leisure" to "value"
Lecture
Osaka City Federation of Shop Owners' Associations, Airbnb Japan, Inc.
July 26, 2023
"New Tourism Trends"

2021年

Lecture
Toyo University
November 25, 2021
"Theory of Tourism Consulting"
Lecture
Japan-U.S. Business Leaders Conference: Travel, Tourism, and Transportation Subcommittee
August 5, 2021
Societal Trends Under the “New Normal” and the Future of Tourism
: “Societal Trends Under the ‘New Normal’ and the Role of the Tourism Industry”
Contribution
Tourism Economy News
July 17, 2021 Issue
A passion for travel that remains constant even as the world changes
Contribution
Pan-Transportation Vol. 3, FY 2020 / Kotsu Shimbunsha
January 2021
[Paper] "Tourism in the New Normal"
Comments
The Yomiuri Shimbun
January 10, 2021
"Future Generations": Bringing the World Closer Through Social Media

2020年

Contribution
Weekly Travel Journal
September 14, 2020
[Special Feature] A Roadmap for the Resumption of International Travel: "Changes in the Environment Surrounding International Travel" in Preparation for the Upcoming Reopening
Comments
Itochu Fashion System FA Trend Magazine
August 2020
Changes in Daily Life During the COVID-19 Pandemic
Comments
The Nikkei
September 2, 2020
Tourism in the New Normal: The Keywords Are "Young People" and "Community Collaboration"
Comments
Shoten Kenchiku, May 2020 Issue
April 28, 2020
Special Feature: "Hotels—Lifestyle-Oriented Hotels & Casual Stays"
Writing
Nikkei MJ
April 8, 2020
"Telework: Beyond the Home"—Changes in Work Styles Set to Accelerate Due to COVID-19
Contribution
The Yomiuri Shimbun
January 28, 2020
Lifestyle Research Team: "Diversification of Travel Styles"
Contribution
The Chosun Ilbo
January 10, 2020
"Korea and Japan Swap Places in Inbound Tourism: Regional Airports and Tourism Competitiveness Decided the Outcome"
Contribution
Thursday, January 9, Evening Edition / Yomiuri Shimbun
January 9, 2020
"Luxurious and Comfortable Camping: A Field Test in a National Park"

2019年

TV Appearance
TV Tokyo News / TV Tokyo
December 20, 2019
"Popular Overseas Travel Destinations for the Year-End and New Year Holidays"
Contribution
Nikkei MJ
December 2, 2019
"50% of Travel Bookings Made via Smartphone"
Contribution
Nikkei Business Digital Edition
October 15, 2019
Online Internship: "What Motivates People to Move to Rural Areas?"
Radio Appearance
Kankuro Kudo ACTION / TBS Radio
October 7, 2019
"It seems that domestic travel among Japanese people has been changing..."
Comments
President
October 4, 2019 Issue
Information Scramble: "Rising Number of Overseas Travelers Thanks to 'Instagram-Worthy' Spots"
Contribution
Nikkei MJ
October 2, 2019
"Changing Trends in Domestic Travel Among Young People"
Contribution
Weekly Travel Journal
September 23, 2019 Issue
Cover Story: "Traveling Abroad in Your 20s: Women Account for Over 40% of Outbound Travelers, With Men Following Suit"
Writing
A Marker of the Times / The Asahi Shimbun
July 24, 2019
"I'll take a look at anything."
Contribution
Special Survey Feature / Nikkei MJ
July 15, 2019
"Historic Towns: Men in Their 20s Show Interest"
Writing
Saga Shimbun
May 22, 2019
"Exploring Foreigners' Preferences in Saga"
TV Appearance
Evening Satellite / TV Tokyo
May 20, 2019
"Changes in the Cruise Market"
Contribution
Special Survey Feature / Nikkei MJ
May 6, 2019
"Neuromarketing"
Contribution
Nikkei STYLE
January 22, 2019
"If you're going to take a trip, make it 'for someone else'"
Lecture
General Meeting of the Senior Members' Association, Kanto Branch, Japan Society of Mechanical Engineers
January 15, 2019
"Key Points for a 'Happy Senior Life'"
Contribution
Special Survey Feature / Nikkei MJ
January 7, 2019 Issue
"47% of people book travel on their smartphones"

2018年

Lecture
Chigasaki City
December 9, 2018
"Discover your own adult getaway"
Contribution
Special Survey Feature / Nikkei MJ
Issue dated May 6, 2018
"A Shift in Consumers' Attitudes Toward 'Manufacturing'"

2017年

Contribution
Special Survey Feature / Nikkei MJ
October 16, 2017 Issue
"New Services Popular Among Millennials"
Lecture
Resort Business Committee, Real Estate Association (General Incorporated Association)
June 14, 2017
"Consumer Values, Lifestyles, and Future Travel Trends" and "The Current State and Future Outlook of Inbound Tourism"
Contribution
Special Survey Feature / Nikkei MJ
April 3, 2017 Issue
Interested in work that engages with society "Happy Seniors" who enjoy a fulfilling retirement
TV Appearance
Good Morning Japan / NHK
February 14, 2017
A New Way to Travel by Sightseeing Train
Lecture
Inbound Tourism Seminar / Navitime Japan
January 25, 2017
"Changes in Inbound Travelers: A Data-Driven Perspective"
Contribution
Survey of 20 Opinion Leaders in the Tourism Industry / Tourism Economy News
January 5, 2017 Issue
"Community Development Through Tourism Promotion"

2016年

Contribution
Special Survey Feature / Nikkei MJ
December 19, 2016 Issue
From "Social Interaction" to "Information Source" on Social Media

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JTB Tourism Research & Consulting Co.

Public Relations, Corporate Planning Department

105-7106 Japan　1-5-2 Higashi-Shimbashi, Minato-ku, Tokyo6F Shiodome City Center,

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