Rakuten Travel makes a global leap forward

For more than two decades Rakuten Travel has been a trusted platform for travelers exploring Japan. It is known for its depth of listings, attention to detail and a customer-first approach rooted in Japanese hospitality. Today that same service philosophy is now extending its reach to a global scale.

With hotel booking now available across more than 400,000 properties worldwide, Rakuten Travel is taking a significant step beyond its Japan-centric origins. This expansion reflects not just a broader inventory but a shift in how the company brings quality, transparency and ecosystem value to travelers around the world.

Building a global platform with local understanding

Rakuten Travel’s global expansion builds on deep experience developed in Japan, where close relationships with accommodation partners and detailed listings have long set the platform apart. As the service scales internationally, that same collaborative approach is being extended to new markets.

“Rakuten Travel has built strong partnerships with accommodation providers in Japan over many years,” says James Park, Director of Rakuten Travel Singapore. “As we expand globally, we’re applying that experience to deliver a smooth, reliable booking experience for travelers while working closely with partners in each market, aiming to make Rakuten Travel a primary entry point into the wider Rakuten ecosystem for many.”

The enhanced platform allows travelers to search, compare and book hotels, resorts and unique stays worldwide with transparent pricing that shows the final cost upfront, inclusive of taxes and fees. The service is available in multiple languages, helping travelers navigate international bookings with clarity and confidence.

The Rakuten Ecosystem advantage

A key differentiator for Rakuten Travel is its connection to the broader Rakuten Ecosystem. For many travelers, using Rakuten Travel will be their first encounter with Rakuten’s ecosystem, all accessible through one Rakuten ID.

“In many markets, Rakuten Travel can be the first or second touchpoint for users engaging with Rakuten,” Park explains.

That ecosystem approach opens the door to greater value over time. Rakuten Travel is actively working towards launching a global loyalty program, mirroring the successful model in Japan. Travelers could then gain access to discounted benefits for hotel bookings and exclusive rates. As Park explains, “So when they travel more, they can save more.”

The ecosystem value is further enhanced, not just by customer-facing points, but also by Rakuten Travel’s ability to offer these exclusive rates. This is thanks to the extensive global inventory and B2B partnerships managed by Rakuten Travel Xchange, the Rakuten Group’s accommodation wholesale and travel technology service. These savings are then passed directly to Rakuten members.

Exporting the Japan standard

As Rakuten Travel expands into new markets, it brings with it the high standards shaped by its Japanese heritage. Jon Chen, Taiwan Country Manager, refers to this as the “Japan standard,” emphasizing meticulous attention to detail and a deep respect for every traveler’s experience.

“In Japan, travelers expect extremely detailed information, from room layouts to meal plans and amenities,” Chen says. “That standard reflects a deep respect for the traveler’s decision-making process and it’s something we can apply globally.”

Detailed listings and localized content are being adapted for other destinations. As Chen notes, “Taiwanese travelers often seek authentic, local experiences, so we can replicate this model to other destinations in the future.”

For markets like Taiwan, where outbound travel demand is strong, Rakuten Travel’s global expansion offers more choice while maintaining a familiar experience. Chen notes that users can earn Rakuten points on bookings outside Japan, which can be used across Taiwan Rakuten Ichiba, Rakuten Car or on their next Japan trip, adding extra value for travelers.

Personalization without losing the human touch

As travel planning becomes increasingly digital, personalization is emerging as a key expectation. Rakuten Travel is actively embracing technology to deliver more tailored experiences.

As Park reveals, “In Japan, we launched AI Hotel Search. We are exploring bringing this AI Concierge to the global platform, with aspirations for its introduction as early as 2026,” building on insights from its successful Japan implementation.

Park envisions a future where “everyone will see different search results and iterations,” shifting from country-by-country expansion to a people-by-people approach that delivers truly individualized travel experiences.

Maintaining the human touch remains paramount. Rakuten Travel is investing in customer support and localization to provide quality service across time zones and ensure travelers can communicate with local agents in their own language.

Building a truly global travel platform

Rakuten Travel’s worldwide hotel booking expansion represents more than geographic growth. By combining a growing global inventory with ecosystem-driven value, localized experiences and a commitment to thoughtful innovation, Rakuten Travel is laying the groundwork for its next phase as a truly global online travel platform.

As Park puts it, “Our focus is on creating travel experiences that feel personal, reliable and rewarding, no matter where our users are booking from or where they’re headed next.”

Explore Rakuten Travel’s global hotel listings today: https://travel.rakuten.com