Rakuten Travel

Overview

Rakuten Travel is the online travel division of Japanese internet conglomerate Rakuten Group. Launched in 2001 following Rakuten's acquisition of MyTrip.net, it has grown into the largest hotel reservation service in Japan, with strong relationships across Japanese ryokan, business hotels and resort properties.

Business Model

Rakuten Travel operates an agency-model OTA focused on hotels, ryokan, packaged tours and rail-and-hotel combinations. Its core differentiator is integration with the wider Rakuten ecosystem: travelers earn and burn Rakuten Points across Rakuten's e-commerce, financial services and travel platforms, creating powerful loyalty lock-in for Japanese consumers.

Market Position

Rakuten Travel is the leading OTA for the Japanese domestic market, where it benefits from Rakuten Points, deep supply relationships with traditional Japanese accommodation, and a brand that is among the most trusted in Japanese e-commerce. Internationally, Rakuten Travel is positioned to serve both Japanese outbound and inbound travel into Japan.

Key Facts

Rakuten Travel operates in 11 languages and is connected to Rakuten Group's broader services including credit cards, mobile telecom, banking and e-commerce. Inbound tourism into Japan has been a significant growth driver, with Rakuten Travel competing alongside Booking.com, Agoda and Trip.com for the rapidly expanding Japan-bound traveler segment.