Rurubu.com
JTB's travel guide and booking site with sightseeing information, hotels and tours.
Rurubu.com at a glance
Rurubu.com is a travel website and one of the most visited sites in Japan, currently ranked #85 in the country. It was founded in 1998 by JTB and is headquartered in Tokyo, Japan. Today Rurubu.com is owned by JTB Corp.. Our estimates put its audience at ≈ 30 million visits per month. The business earns money mainly through booking commissions, advertising. Its closest rivals include jalan.net, ikyu.com, navitime.co.jp.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 28.2 million / month | +2% |
| Q2 | ≈ 29.1 million / month | +3% |
| Q3 | ≈ 30 million / month | +3% |
| Q4 | ≈ 31.8 million / month | +6% |
Traffic sources
- Direct43%
- Organic search32%
- Paid search16%
- Metasearch referral6%
- Social3%
Audience & demographics
- Men52%
- Women48%
- Age 25-3431%
- Age 35-4426%
- Age 45-5420%
The audience is concentrated in Japan, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Japan86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 9 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Japan
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| rurubu.com | 1 | Very high | Dominant |
| cheap flights | Top 10 | High | — |
| hotel booking | Top 10 | High | — |
| train tickets | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Japan web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 71% mobile
- Position in country
- Among the leading travel apps in Japan
Company information
- Website
- rurubu.com
- Sector
- Travel
- Owner
- JTB Corp.
- Owner type
- Private company
- Founders
- JTB
- Founded
- 1998
- Headquarters
- Tokyo, Japan
- Employees
- 15,000+
- Ownership
- JTB Corp. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1 billion annual revenue (est.)
- Languages
- Japanese
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Rurubu.com operates a travel booking platform focused on Japan. JTB's travel guide and booking site with sightseeing information, hotels and tours. Revenue comes mainly from booking commissions, supported by the other lines listed below.
- Booking commissions
- Advertising
Products & services
International presence
- Primary market
- Japan
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Japan)
- #85 in this index
- Sector rank
- Leading travel site in Japan
- Global rank
- 2800
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| jalan.net | ≈ 18 million / month | #86 class competitor | — |
| ikyu.com | ≈ 13.5 million / month | #87 class competitor | — |
| navitime.co.jp | ≈ 9 million / month | #88 class competitor | — |
What is Rurubu.com?
Rurubu.com (rurubu.com) is a travel booking platform serving users in Japan. JTB's travel guide and booking site with sightseeing information, hotels and tours. It ranks #85 among the most visited websites in the country in this index, within the travel category.
Who owns Rurubu.com?
The site is operated by JTB Corp., founded by JTB. The company was established in 1998 and is headquartered in Tokyo, Japan. It employs around 15,000+.
Traffic and audience
Traffic estimates place Rurubu.com at roughly 30 million visits per month, about 1 million per day. Around 71% mobile of sessions come from mobile devices, and visitors view about 7.8 pages per visit with an average session of 7 min.
How Rurubu.com makes money
Revenue comes primarily from booking commissions, alongside advertising.
Competitors in Japan
Its closest rivals include jalan.net, ikyu.com, navitime.co.jp.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1998
Rurubu.com is founded in Tokyo, Japan.
- Growth phase
Expands its travel offering and moves to a mobile-first product.
- Today
Ranks #85 among the most visited websites in Japan.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad inventory of routes, hotels or tickets
- Transparent price comparison across dates
- Local payment and installment support
- Mobile check-in and booking management
Cons
- Prices fluctuate quickly during peak seasons
- Change and cancellation rules are restrictive
- Add-on fees appear late in the funnel
- Support pressure during disruptions
Key statistics
Frequently asked questions
Who owns Rurubu.com?
Rurubu.com is operated by JTB Corp.. Private company structure, based on public filings and press reporting.
Where is Rurubu.com headquartered?
Rurubu.com is headquartered in Tokyo, Japan.
When was Rurubu.com founded?
Rurubu.com was founded in 1998 by JTB.
How many employees does Rurubu.com have?
Rurubu.com employs approximately 15,000+ people.
What is Rurubu.com's revenue?
Rurubu.com's revenue: ≈ $1 billion annual revenue (est.).
Who are Rurubu.com's competitors?
Main competitors in Japan include jalan.net, ikyu.com, navitime.co.jp.
How does Rurubu.com make money?
Mainly booking commissions, advertising.
Is Rurubu.com publicly traded?
No — Rurubu.com is not listed as an independent public company; it is operated by JTB Corp..
How many visitors does Rurubu.com get?
Third-party estimates place Rurubu.com at roughly 30 million visits per month, mostly from Japan, with 71% mobile traffic.
Is Rurubu.com safe?
Rurubu.com is an established travel site founded in 1998 and ranked #85 in Japan; use the official domain rurubu.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsrurubu.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageJapan and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos