"JAL Online Trip" is a proposal to "try on travel" from the comfort of your own home.

On July 18, 2020, JAL held its first online trip, an experience tour of Ama Town, Oki County, Shimane Prefecture. Thanks to your support, all 30 sets of tickets were sold out in just a few days, and we were able to take customers on an online trip to a remote island from the comfort of their own home.

Plan an online trip while keeping the concept of "trying on a trip" intact

"The project actually started after the Golden Week holidays. Originally, as a preliminary step to the trial, we were conducting a demonstration experiment called 'JAL xR Traveler,' which was based on the concept of 'trying on travel,' and had people experience their travel destinations in advance through an original VR device. This initiative has been running since last year, but all planned events have been postponed since April due to the impact of the COVID-19 pandemic. So we came up with this initiative as an initiative that allows customers to enjoy traveling from the comfort of their own home."

These are the words of Tomomi Shimokawa, from the Digital Innovation Promotion Department, who was in charge of the project. Unlike "JAL xR Traveler," which requires special equipment, "Online Trip" can be used from your smartphone, tablet, or PC, and utilizes the online conference app "Zoom." While keeping the concept of "trying on travel," we have made it easier to enjoy.

"By broadcasting real-time footage of the area, we were able to convey the charm of the area as it is, without it being overly produced. By setting aside time for interaction with the islanders and JAL staff, we aimed to create an online trip that wasn't one-way and that everyone could participate in."

In addition, by delivering local gourmet food and JAL in-flight merchandise to your doorstep, you can enjoy the charms of your destination through its tastes and aromas."

Your destination is a homely and energetic island

The trip planning began with the selection of potential locations.

"Due to the COVID-19 pandemic, we wanted to deliver this to our customers as quickly as possible. However, it takes time to build up the know-how and prepare from scratch. So we looked for a local government with a track record of selling online travel, and decided to work with Ama Town on Oki Island, which has a lot of experience. Another major reason for our selection was that it is far away from the Kanto region, and it is a place that people don't usually have the opportunity to visit."

Ama Town is surrounded by beautiful seas on all sides and is full of charms such as warm people and gourmet food, and it has many fans within JAL, so we began planning the project after conducting repeated interviews with people around the town.

"What made me happy was that even though the number of flight opportunities for flight crew and cabin attendants in particular has decreased due to the COVID-19 pandemic, they were not discouraged and were eager to contribute to our customers and the local area. The staff who would participate on the day were quickly recruited by show of hands."

Shima Factory, a local company in Ama Town that collaborated with us, was also very cooperative.

"They were all very energetic people, and the process of planning the tour was very meaningful. The island has a small population and a homey atmosphere, but the youthful energy of everyone at Island Factory is also appealing. When we are able to travel freely again, this is the first place I would like to go."

JAL's unique online trip starts with a digital flight

Thus, the online trip was decided to go ahead, and 30 sets were sold out within a few days of the start of recruitment. First, customers who applied will receive JAL in-flight goods and local specialties at their home or other address. The set includes a soft drink called "Sky Time" to enjoy on board, as well as local ingredients such as scallops and turban shells. There are three plans available depending on the amount of contents, ranging from 5,500 yen to 9,000 yen.

"First of all, we are not concerned with profits, but rather with the desire to contribute to regional revitalization through online mini-travel experiences and product sales. For that reason, we have focused on setting prices as affordable as possible for customers."

In addition to being affordable, we also paid particular attention to making it uniquely "JAL."

"We thought that the time it takes to get to the destination was also part of the best part of the trip. So we designated the first 30 minutes as a 'JAL Digital Flight', allowing passengers to enjoy the journey on board. They could enjoy 'Sky Time' kiwi juice, which is offered as in-flight service, or watch footage of Mt. Fuji from the window of the plane. We also used footage from the cockpit, allowing passengers to enjoy the moment of takeoff together with the flight crew."

It's not just a video viewing, it's a journey where the customer can participate

Once you arrive, you will be able to experience the island's charm with all your senses.

"When selecting the locations for the broadcast on the day, we discussed what kind of local attractions we should convey. We wanted to interactively convey that the islanders still practice traditional, simple, and careful fishing. So we had them pack scallops and turban shells in a tin and steam them in a tin can, called kankanyaki. We had the customers light the tin can all at once in their kitchens, so that the smell of the sea would fill their homes as the fishing was broadcast."

The 120-minute online trip not only involves sightseeing, but also allows you to taste juice and gourmet food, and enjoy quizzes, so it is structured with a mix of fast and fast activities. This is also designed to allow you to relax and entrust your mind and body to the journey.

"We sent digital boarding passes to the participants in advance, and we asked them to hold up the boarding passes and take a commemorative photo. In this way, we created a tour that was not a one-sided, crammed-in type tour, but rather focused on encouraging people to participate in a fun way and to have fun while also focusing on human interaction."

The second part is a tour to enjoy Hachinohe's sake and rice cracker culture.

As this was the first attempt by JAL, there were many hurdles to overcome behind the scenes, but thanks to our customers, it was well received.

"This was our first attempt at live streaming using Zoom, and to be honest, it was tough creating two hours of content with local people whom we had not met in person. It was handmade by our in-house staff, and we had to create a high-quality piece without the help of video streaming professionals. Furthermore, because it involves two-way communication with customers, we didn't know what kind of irregularities might arise. But the participatory tour structure was something we didn't want to compromise on, and I'm glad that we were able to pull it off in the end."

In response to the positive feedback, we are preparing for the second and subsequent events. In September, with the cooperation of Hachinohe City, Aomori Prefecture, we sold a tour called "A remote trip to Hachinohe City, Aomori Prefecture, food and culture on a JAL Haneda-Misawa digital flight." Thanks to your support, this tour also sold out within a few days of going on sale.

"From the very beginning, we asked staff who have a connection to the area to raise their hands. We had a flight attendant from Aomori act as the local navigator, and aimed to convey the charms of the area in a way that was unique to JAL. On the day, the passengers first enjoyed a digital flight from Haneda Airport to Misawa Airport, after which we connected with Kabushima Shrine and Hachinohe Sake Brewery via live broadcast, delivering limited edition sake that is usually only available locally. They also enjoyed the food culture of Aomori's unique rice crackers."

A report on the second event will be published on "OnTrip JAL".

The third wave of products will be based on the theme of Kushiro, Hokkaido, and will be available for purchase from late October. We will continue to announce future releases, so please look forward to them.

Eventually, we may even travel overseas. The possibilities for online trips are endless.

We are also considering online trips overseas in the future. The advantage of online trips is that they allow you to go further away, into remote areas, and into places that are difficult to reach even by plane. You may be able to enjoy tours to remote areas online.

"We hope that this service will help people to think that travel destinations and travel experiences are great, even if only a little. We want to develop the service according to our customers' needs. We want to make it enjoyable for families with small children, or for elderly people who are anxious about traveling, and we hope to combine the benefits of online trips while pursuing a more realistic experience."

Any age, any place. And anywhere. JAL will continue to expand its approach to bring the joy of travel to your home. The possibilities for online travel are endless.

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