Free Time Is Priceless: "Travel Freely While Your Child Is Cared For" Service Gains Popularity

Premium Foreign Language Babysitting Services Spread in Japan
A Spotlight on "Qualitative Growth" as a Solution to Overtourism

For travelers accompanied by children, having a "flexible itinerary" has rarely been a realistic option. Recently in Japan, premium foreign language babysitting services specifically targeting this limitation have been spreading rapidly. Parents who entrust their children to these services are able to enjoy fine dining and cultural experiences, while tourist destinations benefit from new, high value-added consumption. Some interpret this as Japan, which is grappling with overtourism, shifting its tourism strategy from quantity to quality.

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"Experience Matters More Than Price"... Targeting High-Income Tourists

According to a recent report by Kyodo News, "Synk," a premium babysitting service based in Kamakura, Kanagawa Prefecture, offers differentiated programs by employing nationally certified childcare professionals who speak English. Their offerings include not only in-hotel care but also experiences such as temple meditation and visits to local daycare centers, with a focus on Japanese culture.

The service fee is approximately 54,000 yen (about 500,000 won) for three hours, which translates to over 160,000 won per hour-a high price point. However, among affluent tourists traveling with children, the prevailing sentiment is that "the quality of the experience matters more than the price." In fact, since launching its service, Synk has received more than 50 reservations in the Kamakura area alone and, in response to rising demand, has hired nine English-speaking, nationally certified childcare professionals and one nurse.

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Riding this wave, similar services are spreading across Japan. Major childcare company "Poppins," headquartered in Tokyo, is also expanding its recruitment of foreign language babysitters, while the Nagoya Marriott Associa Hotel has introduced a system allowing guests to book babysitting services online. Premium childcare services are thus expanding throughout the hotel and tourism industries.

High Value-Added Consumption Created by "Free Time"

The spread of premium babysitting services is closely linked to a shift in Japan's tourism strategy. In its 2023-2025 mid-term strategy, the Japan National Tourism Organization (JNTO) set a key goal of attracting "high value-added travelers" who spend over 1 million yen on a single trip. The focus is on improving the quality of consumption rather than simply increasing the number of visitors.

Experts believe that premium babysitting could serve as a core infrastructure for this strategy. Akane Kakishima, Senior Researcher at the JTB Foundation, explained, "Traveling with children structurally limits adult-oriented consumption. Reliable, high-quality childcare services stimulate nighttime spending by tourists, which has a direct impact on the local economy."

Night view of Tokyo, Japan. Getty Images

EY Japan also pointed out in a recent report that "Japan, faced with overtourism, is shifting its focus from quantitative to qualitative growth," and noted that "high value-added travelers tend to prioritize authentic experiences-what is known as 'quiet luxury'-over conspicuous consumption."