Empowering travel for all: 2025 Rakuten Travel Conference inspires greater inclusivity
Over 7,000 hotels and accommodation owners from across Japan gathered virtually in February and March for the 2025 Rakuten Travel Conference, a deep dive into the strategies and innovations shaping the travel industry. Rakuten Group Chairman and CEO Mickey Mikitani kicked off the event, followed by insightful sessions from Rakuten Travel leaders – Head of Business, Yoshiyuki Takano, Head of Development, Yasuhiro Onimoto, Head of Marketing, Takashi Yokaichiya, and Head of Sales, Futoshi Habaya – who outlined the company’s vision for the future.
The conference tackled a range of topics, including a dialogue on “The Value of Branding in the Hospitality Industry,” featuring renowned creative director Kashiwa Sato and Rakuten Travel’s Yoshiyuki Takano.
We prioritize both employee and service inclusion by raising diversity awareness among our staff and partner hotels.
Taiki Nagamatsu, Rakuten Group Global Country Management Department Vice General Manager and Manager of Diversity Development Group
Amid the illuminating, tech-centric talks, one session stood out for its approach to inclusivity: “Diversity Talk Session: Understanding Inbound Business from the Perspective of Diversity.” A first-of-its-kind for the Rakuten Travel Conference, the session explored the needs and challenges of often-overlooked traveler segments.
Shining a spotlight on underserved travelers
The Diversity Talk Session was spearheaded by Taiki Nagamatsu, Vice General Manager of the Global Country Management Department and Manager of Diversity Development Group at Rakuten, who has been instrumental in driving diversity initiatives within Rakuten Travel. “We prioritize both employee and service inclusion by raising diversity awareness among our staff and partner hotels,” Nagamatsu explained. “This brings us back to the core value of Rakuten Travel: ‘Empowering travel through innovation and diversity.’ Our principal value is diversity – we will continue to create an environment where everybody, regardless of religion, nationality, language or disability, can enjoy traveling around the world.”
Nagamatsu’s work in hosting diversity learning sessions for leaders within Rakuten Travel inspired him to bring this important conversation to a wider audience at the Travel Conference. The session aimed to educate hotel and accommodation owners about the specific needs of these groups and explore the potential business opportunities that arise from creating more welcoming and inclusive environments.
Focusing on Mega Minorities for growth
One concept introduced during the session was an idea, coined by Nagamatsu, of “Mega Minorities.” As he explained, “Most companies tend to focus on employee inclusion but Rakuten Travel is going beyond that and focusing on service inclusion too, which ties into the term ‘Mega Minority.'” Nagamatsu defines “Mega Minorities” as groups who are significant in population size, but frequently underserved by businesses or even by society. These include groups such as LGBTQ+ individuals, Muslims, Hindus, people with disabilities, elderly people, parents with young children and pet owners.
Particularly in the context of travel in Japan, these groups often face unique challenges. For example, Muslim travelers are often faced with difficulties related to food, prayer and bathing, mainly because Japan is a country where few Muslims reside, making it more difficult for some Muslim travelers to feel comfortable and thus, genuinely welcomed. Another example involves LGBTQ+ travelers, who often experience various hardships when visiting hotels. Depending on the circumstance, issues may include non-inclusive amenities like restrooms or public bath areas that do not cater to transgender and non-binary individuals; and difficulties celebrating personal milestones, like anniversaries, for LGBTQ+ couples.
The significant population size of these minority groups cannot be overlooked. For example, Muslims and LGBTQ+ individuals are estimated to account for 25% and 11%* of the global population, respectively, making this a huge business opportunity to tackle.
The session highlighted the importance of understanding these struggles and proactively addressing them. To provide authentic insights into the obstacles faced by these groups, Nagamatsu was joined by two fellow Rakuten employees who shared their personal experiences as members of the Muslim and LGBTQ+ communities, respectively. Their firsthand accounts offered valuable perspectives on the specific needs and concerns of these travelers, as well as practical suggestions for how accommodations can create more supportive and welcoming environments.
By providing resources and education, and by amplifying the voices of those within underserved groups, Rakuten Travel aims to empower hotel and accommodation owners to create more inclusive and welcoming experiences for all travelers.
Concrete steps toward service inclusion
Rakuten Travel’s commitment to service inclusion extends beyond individual conferences. Nagamatsu outlined plans for continued collaboration with hotels and accommodations, which includes providing educational resources to foster a deeper understanding of how to welcome underserved traveler groups. These resources will offer practical tips and showcase successful case studies from accommodations that excel at welcoming diverse guests, alongside authentic customer service handbooks and videos developed with direct input from members of these communities.
Nagamatsu emphasized that “a continuous effort is necessary to translate our message into concrete actions within hotels and accommodations.” By providing these practical tools and ongoing support, Rakuten Travel aims to cultivate a more welcoming and comfortable travel experience for a range of minority groups throughout Japan, making the country a more inclusive place for everybody.
“I love Japan, and the country has been seeing dramatic growth for its number of inbound travelers, which is great. But I also feel that there is still a lot of potential. I believe in the power of diversity, and by uncovering the country’s possibility through the lens of diversity, I want to make a difference – to make Japan a little more inclusive for everybody.”
Notes:
*According to the following study by Ipsos: https://www.ipsos.com/sites/default/files/ct/news/documents/2024-05/Pride%20Report%20FINAL_0.pdf
