JTB, JCB and JAL Turn Student Ideas into the Gakutabi Hawaii Travel Product
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The case shows a major Japanese travel agency, card network and airline collaborating across industries to develop overseas travel products through student co-creation, aiming to cultivate outbound demand among younger customers. It offers a reference for companies watching Japan's outbound market and youth customer a…
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- JTB Group NewsroomJTB, JCB and JAL Turn Student Ideas into the Gakutabi Hawaii Travel Product
JTB announced that, together with JCB and Japan Airlines (JAL), it has commercialized the winning student team's proposal from the 2025 Hawaii Idea Contest as a new "Look JTB MySTYLE Gakutabi" product, "Gakutabi Hawaii," released on September 25, 2026. The contest, provided by JCB, JAL and JTB and supported by the Hawaii Tourism Authority Japan office, aims to raise young people's interest in overseas travel. The product is a 4-night/6-day trip departing March 8 and March 9, 2027, featuring a Diamond Head hike and cleanup activity and a "Graduation Party in Hawaii" for students on graduation trips, with idol group CANDY TUNE appearing as a special guest. The product also includes a mechanis…