[HafH Member Trend Survey] Amid Continued Rising Prices, Approximately 80% of HafH Users Maintain Travel Frequency — "Travel Subscription" Reality Survey Released

KabuK Style

#HafH

Supporting Household Budgets?! Travel Subscription Service 'HafH' Travel Reality Survey

KabuK Style Inc. (Headquarters: Chuo-ku, Tokyo; Representative Director: Kenji Sunada, hereinafter "KabuK Style"), provider of the travel subscription service "HafH," has announced the results of a reality survey on "Travel Subscriptions in an Era of Rising Prices."

Approximately 94% of members reported "feeling" the impact of rising prices on travel. However, on the other hand, approximately 80% of members responded that their "travel frequency remained unchanged or increased." Furthermore, approximately 55% of members stated that "without HafH, travel frequency would likely have decreased due to rising prices," revealing that the monthly fixed-payment "travel subscription" mechanism continues to support travel frequency even in an era of rising prices.

1. Impact of Rising Prices: Approximately 94% "Feel the Impact"

Regarding the impact of rising prices on travel, 64.1% responded "strongly feel it" and 29.7% "somewhat feel it," with a total of 93.8% of members indicating they feel some degree of impact. This shows that even among HafH members, rising prices remain a real challenge facing travel.

2. Nevertheless, Approximately 80% "Maintain or Increase" Travel Frequency

On the other hand, despite feeling the impact of rising prices, a combined 80.2% of members either "increased travel frequency" (23.1%) or reported "no change" (57.1%), maintaining or increasing their travel frequency. Only 19.8% reported a decrease, showing a trend different from the "rising prices = reduced travel" narrative.

3. Approximately 47% of Members "Increased" Travel After Joining HafH

A total of 47.3% of members reported that their travel nights "significantly increased" (9.8%) or "somewhat increased" (37.5%) after joining HafH. The most cited reasons for increased travel were "became easier to make reservations," "lowered barriers to travel," and "fixed monthly fees make costs predictable."

4. "Without HafH, Travel Would Have Decreased" — Approximately 55% Feel This Way

When asked "Do you think your travel frequency would have decreased due to rising prices without HafH?", a combined 54.7% responded affirmatively with "I think so" (19.6%) and "I somewhat think so" (35.1%). This demonstrates that the monthly fixed-payment "travel subscription" mechanism functions as a safety net protecting travel frequency even amid rising prices.

5. Travel Becomes "Fixed Expense/Daily Life" — Approximately 58% Experience Mindset Shift

When asked whether travel shifted from being a "luxury" to "daily life/fixed expense," a combined 58.5% reported a mindset change, with "feels like a fixed expense" (23.2%) and "travel costs became easier to plan" (35.3%). This suggests that accumulating travel expenses as a monthly fixed cost has lowered the psychological and economic barriers to travel amid continued price increases.

6. Golden Week Travel Plans: Approximately 45% "Booked or Considering"

Regarding this year's Golden Week (4/26–5/6), a combined 45.5% responded they are planning or considering travel, with "already booked" (29.5%) and "considering" (16.0%). This shows members utilizing travel subscriptions to realize Golden Week travel even amid rising prices.

7. Voices from HafH Members

"Travel has become part of daily life. After starting to use HafH, the mindset of treating travel as a fixed expense naturally developed."HafH member for 3+ years, 30s

"Even though hotel costs have risen due to inflation, I no longer worry about accommodation expenses because I have accumulated coins. I'm happy to be able to stay at nicer hotels than usual."HafH member for 1–3 years, 40s

"I use it for fan event trips. Since I don't have to worry about accommodation costs, I can travel more easily. I no longer give up on trips because of cost concerns."HafH member for 6 months–1 year, 20s

"Free cancellation until the day before means I can book hotels without worrying about my child getting sick. In a time when everything is expensive due to inflation, having HafH coins provides real peace of mind."HafH member for 6 months–1 year, 30s

◼︎ Survey Summary

The survey results show that even amid continued rising prices, HafH members utilizing "travel subscriptions" have maintained or increased their travel frequency.

While rising travel costs have led general consumers to reduce travel, HafH members have experienced a mindset shift through monthly fixed-payment accumulation, transforming travel from "unexpected expenses" or "large expenditures" into "fixed expenses" integrated into household budgets.

With approximately 55% of members responding "without HafH, travel would have decreased," the subscription mechanism itself has become a driving force for continued travel in an era of rising prices. In a society with persistent inflation, "travel subscriptions" that transform travel from a "luxury expense" to a "fixed expense" are creating new demand as part of daily life, gradually becoming the new standard travel style in an era of rising prices.