A few months after being acquired by the Marietton Développement group, Japan Experience is accelerating its development in the B2B market.
Already committed to this strategy, notably with the acquisition of the France Travel Center receptive unit at the start of 2025, the Japan specialist now plans to rely on the group’s agency networks to scale up.
« For several months we have been working to offer the same level of service to travel agent clients as we do to our direct clients », explains Thierry Maincent, managing director of Japan Experience.
Already committed to this strategy, notably with the acquisition of the France Travel Center receptive unit at the start of 2025, the Japan specialist now plans to rely on the group’s agency networks to scale up.
« For several months we have been working to offer the same level of service to travel agent clients as we do to our direct clients », explains Thierry Maincent, managing director of Japan Experience.
Japan Experience: an 84-page new B2B brochure
Japan Experience is now listed with the Selectour and Havas Voyages networks. A first step that allows it to expand its commercial reach to 1,500 agencies.
In the circuits activity, the B2B already accounted for about 30% of activity. Beyond the Selectour and Havas Voyages agencies, Japan Experience intends to attract, in the long term, other distribution networks : « in the coming years, we estimate that the B2B share could reach 60 to 65%. The B2C remains important, especially as we continue to grow in France and expand into foreign markets. »
A new 84-page B2B brochure has also started being distributed to nearly 600 agencies. It showcases more than thirty programs, including privatized circuits that can be customized à la carte, as well as around a dozen more specialized proposals.
The objective is also to raise awareness among agencies of the breadth of its on-site expertise and services. « We control the entire chain with over 50 people in Japan and many activities brought in-house. A good portion of our guides are employees and we also handle traveler reception at the airport ourselves. » details the leader.
The company also highlights its on-the-ground assistance service in Japan, provided by its own teams. These are available 7 days a week, from 8 a.m. to 10 p.m., and are familiar with travelers’ files as well as the various involved providers.
In the circuits activity, the B2B already accounted for about 30% of activity. Beyond the Selectour and Havas Voyages agencies, Japan Experience intends to attract, in the long term, other distribution networks : « in the coming years, we estimate that the B2B share could reach 60 to 65%. The B2C remains important, especially as we continue to grow in France and expand into foreign markets. »
A new 84-page B2B brochure has also started being distributed to nearly 600 agencies. It showcases more than thirty programs, including privatized circuits that can be customized à la carte, as well as around a dozen more specialized proposals.
The objective is also to raise awareness among agencies of the breadth of its on-site expertise and services. « We control the entire chain with over 50 people in Japan and many activities brought in-house. A good portion of our guides are employees and we also handle traveler reception at the airport ourselves. » details the leader.
The company also highlights its on-the-ground assistance service in Japan, provided by its own teams. These are available 7 days a week, from 8 a.m. to 10 p.m., and are familiar with travelers’ files as well as the various involved providers.
New B2B features on the site and dedicated booking service
The specialist operates five European offices (Paris, Milan, Madrid, Berlin and London) and two Japanese offices (Tokyo, Kyoto).
In addition to the brochure, Japan Experience is also working on its tools for professionals. We are leveraging our historic site Japan-experience.com to develop B2B features.
« Travel agents identified as such will be able to directly book circuits or train tickets. They will also be able to directly view the associated commissions. We will further enrich these features over the next six to eight weeks. »
Japan Experience has also reorganized its call center with a dedicated service for B2B bookings, separate from the one for B2C clients. « Travel agents need targeted support and a quick response when they are with their clients » says the managing director.
Early results are encouraging: nearly one in three quotes are now being converted by agencies.
Thierry Maincent can rely on the expertise of the other tour operators in the group: « You don’t become a tour operator overnight. The craft, you learn it. I’m starting to do agency tours myself, trips. »
In addition to the brochure, Japan Experience is also working on its tools for professionals. We are leveraging our historic site Japan-experience.com to develop B2B features.
« Travel agents identified as such will be able to directly book circuits or train tickets. They will also be able to directly view the associated commissions. We will further enrich these features over the next six to eight weeks. »
Japan Experience has also reorganized its call center with a dedicated service for B2B bookings, separate from the one for B2C clients. « Travel agents need targeted support and a quick response when they are with their clients » says the managing director.
Early results are encouraging: nearly one in three quotes are now being converted by agencies.
Thierry Maincent can rely on the expertise of the other tour operators in the group: « You don’t become a tour operator overnight. The craft, you learn it. I’m starting to do agency tours myself, trips. »
Japan Experience also strengthens its presence in South Korea
On the destinations side, Japan Experience is also strengthening in South Korea.
The destination offered in combination with Japan will benefit from dedicated production: « We are not officially announcing South Korea yet, but we are already responding to agencies requests wishing to build programs for this destination. »
The company is also beginning to build its own networks of guides and local partners.
« It’s a destination that is rising and is often associated with Japan. Travelers who have discovered Japan want to visit Korea next. »
In January, at the time of Japan Experience’s acquisition by Marietton Développement, Laurent Abitbol set an ambitious objective: double activity within four years.
The destination offered in combination with Japan will benefit from dedicated production: « We are not officially announcing South Korea yet, but we are already responding to agencies requests wishing to build programs for this destination. »
The company is also beginning to build its own networks of guides and local partners.
« It’s a destination that is rising and is often associated with Japan. Travelers who have discovered Japan want to visit Korea next. »
In January, at the time of Japan Experience’s acquisition by Marietton Développement, Laurent Abitbol set an ambitious objective: double activity within four years.
The “desire for Japan” remains intact
Japan Experience today confirms it will keep pursuing this ambition.
« With our rising strength within the agency network, it is well within reach », says Thierry Maincent.
The leader remains confident in the potential of the Japan destination despite the disruptions in 2026, notably related to the Middle East conflict and its impact on air supply.
According to him, Japan Experience will perform better in 2026 than in 2025. In 2025, the Land of the Rising Sun specialist posted €65 million in revenue.
The rise in airfares has nonetheless been a hurdle, while some Gulf carriers reduced their offerings for several weeks. To counter this, Japan Experience has notably strengthened its partnerships with Chinese carriers.
Thierry Maincent asserts that the “desire for Japan” remains intact.
The destination, he says, holds significant potential for repeat travelers. « We don’t just go to Japan on trips; we go there on vacations as well », he summarizes.
Couples, families, multi-generational trips or a second stay: Japan Experience therefore aims to persuade agencies that Japan can be a loyalty-building destination, not merely a one-off trip.
« Japan is the United States of tomorrow », he concludes, referencing the destination’s ability to inspire several journeys over a lifetime.
« With our rising strength within the agency network, it is well within reach », says Thierry Maincent.
The leader remains confident in the potential of the Japan destination despite the disruptions in 2026, notably related to the Middle East conflict and its impact on air supply.
According to him, Japan Experience will perform better in 2026 than in 2025. In 2025, the Land of the Rising Sun specialist posted €65 million in revenue.
The rise in airfares has nonetheless been a hurdle, while some Gulf carriers reduced their offerings for several weeks. To counter this, Japan Experience has notably strengthened its partnerships with Chinese carriers.
Thierry Maincent asserts that the “desire for Japan” remains intact.
The destination, he says, holds significant potential for repeat travelers. « We don’t just go to Japan on trips; we go there on vacations as well », he summarizes.
Couples, families, multi-generational trips or a second stay: Japan Experience therefore aims to persuade agencies that Japan can be a loyalty-building destination, not merely a one-off trip.
« Japan is the United States of tomorrow », he concludes, referencing the destination’s ability to inspire several journeys over a lifetime.
