Press Release

(Joint Release)

Japan Airlines Co., Ltd. (JAL), Hyakusenrenma, Inc, and JAL Satellite Travel Co., Ltd. agreed to collaborate to start a new initiative to introduce authentic local travel experiences in Japan by using agricultural accommodation for travelers from Hong Kong.

In February 2018, JAL and Hyakusenrenma, Inc entered into a comprehensive business alliance to promote a regional revitalization project by utilizing private lodging and agricultural accommodation. Satellite Travel (a Hong Kong travel agency of JAL Group) will become the sole sales agent of Hyakusenrenma, Inc in Hong Kong to promote the new authentic local travel experiences in Japan by using agricultural accommodation for travelers from Hong Kong.

Background and Purpose of Collaboration
The number of visitors from Hong Kong to Japan has reached a record high of 2.23 million in 2017. Hong Kong, a market which has a strong connection with Japan, boasts the highest ratio of visits when compared to the population of the region (approx. 7.3 million people) and the proportion of repeaters is also the highest among Asian countries.

As the number of visitors from Hong Kong to Japan is increasing, accommodation needs in rural areas of Japan tend to increase. In particular, the demand for accommodations at local farms is high in which the travelers can experience the unique life of the local area. In Hong Kong, there are families who are enthusiastic about education and find farm life an effective tool as part of the education process. Thus, this collaboration is aimed to provide personalized accommodations; incorporating agriculture, forestry and fisheries experience.

Satellite Travel is an integrated travel company in Hong Kong which has continued to provide various travel information to customers in Hong Kong for approximately 40 years. Hyakusenrenma, Inc has been focusing on the possibility of farm accommodations from the time of its foundation. The website “STAY JAPAN” also provides reservation services for private lodging, including accommodations at local farms. Hyakusenrenma, Inc will promote the farming business through sales to the daily operation of the farm. The three companies will collaborate and utilize their strengths to create new demand for authentic local travel experiences for the Hong Kong market.

Outline of Collaboration
The three parties will collaborate with each other to provide mutual resources and knowledge to revitalize the areas of ​​farming and fishing villages. The aim to promote the business in Hong Kong is as follows:
- Raising the awareness of farm accommodations in all regions in Japan
- Promote the sales of farm products

As the first collaborated project in Hong Kong, the companies will feature travel products from the Miyagi Prefecture. Additional travel products will be developed, which will focus on local natural resources.

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