#Japan #Tokyo #Generational Trends #PRIZMA #summer outings

Insight Into Summer 2025 Outings: Consumer Behavior Revealed

As temperatures rise, people are starting to make plans for summer 2025 outings. But where are consumers headed, and who are they bringing along? To understand this,
PRIZMA conducted an extensive survey involving 508 individuals aged 10 to 70 across Japan. The survey delved into people’s plans, budget expectations, ways to gather information, and various insights into making the most of one’s summer experience.

Key Findings

Summer Plans by Age Group

When asked about their plans for summer outings and trips between July and September 2025, around 30% to 60% indicated that they had either confirmed plans or were considering outings. Notably, over 50% of respondents in their teens, twenties, and forties reported having such plans. This suggests younger generations are keen on summer activities, yet there remains a substantial portion who have not finalized their arrangements, hinting at potential future plans.

Purpose of Outings

The survey aimed to uncover the primary motivations behind summer outings. Interestingly, “refreshment and relaxation” emerged as the top reason across all ages. For younger generations (teens to thirties), destinations focusing on local tourism, family visits, leisure facilities, theme parks, and event participation were prevalent topics. In contrast, individuals in their forties and fifties leaned more towards culinary experiences, while seniors exhibited a strong interest in local tourism.

Travel Companions

The survey also asked who respondents typically travel with. The results varied by age group: many teenagers preferred outings with parents or relatives, whereas travelers in their thirties to fifties often went with their partners or family. In fact, approximately 43.6% of seniors reported that they typically traveled with their partners, reflecting a trend of regional exploration together. Additionally, solo travel has gained traction among individuals aged 20 and above, indicating a shift in leisure preferences.

Desired Destinations

Respondents shared potential summer destinations, revealing generational differences. Younger individuals expressed a desire for easily accessible regions—like Kanto—due to interests in local attractions, theme parks, and events. In contrast, older generations were drawn toward destinations like Hokkaido, combining leisure with a retreat from the heat.

Means of Transportation

When exploring preferred modes of transport for outings, a majority indicated they would use personal vehicles, followed by trains, airplanes, and buses. This suggests a preference for the freedom of movement that personal vehicles offer.

Vacation Lengths

Lastly, the survey examined how long consumers plan to take off for summer vacations, including the Obon holiday. The results displayed stark contrasts between age groups; while teenagers are likely to enjoy longer breaks, working adults typically take 3 to 7 days off.

Budgeting and Information Gathering

As summer approaches, consumers are making decisions on spending, enjoyment strategies, and information sourcing. PRIZMA's research also examined these aspects, revealing insights into how consumers are planning their budgeting, the means of finding information, and their unique strategies for enjoyment, thus helping to highlight real consumer behavior.

Marketing Insights from Consumer Data

This survey highlights that over half of the consumers aiming to travel signify a burgeoning interest in summer activities. With relaxation as a common goal, different age groups showcase diverse preferences—from theme parks and events to culinary tours and cool retreats. Furthermore, the nuances of budgeting, gathering information, and adapting plans offer valuable advice for businesses across industries such as tourism, retail, transport, and entertainment.

For detailed insights and generational analyses, consult the free white paper available here: 2025 Summer Outing Survey.

Strategic Communication Forward

Armed with real consumer data, the next step is to strategize effective communication targeted at specific audiences. Understanding how to tailor messaging based on seasonal trends and demographics is crucial for gaining consumer attention. PRIZMA can assist businesses in creating and distributing press releases informed by this research data, propelling effective marketing strategies.

Research Overview

• - Theme: Survey on Summer 2025 Outings
• - Period: April 30 - May 1, 2025
• - Methodology: Internet survey via PRIZMA
• - Participants: 508 men and women aged 10 to 70 nationwide

The survey's findings uncover deep insights into consumer expectations and behaviors for summer 2025, providing an essential resource for effective marketing strategies.