NINJA

What NINJA does

NINJA株式会社 is a Tokyo-based travel technology company founded in April 2023, operating under the theme 'Next IN Japan' as a First Class Travel Agency (License No. 2156). The company runs an integrated internet travel platform (ninja.limited) that consolidates hotel reservations, domestic and international air ticket booking, bus tours, package tours, car rentals, and transport vehicle reservations under a single interface, supported by a 365-day customer support center reachable via web, phone, Instagram, Facebook, and Line. Annual traveler throughput exceeds 100,000.

The company differentiates through three proprietary technology systems: EC-NINJA (the e-commerce platform powering its tick.et direct-sales site for travel vouchers), PAYMENT-NINJA (a multi-channel payment processing system that connects the company's EC stack to payment providers via API and routes transactions based on customer and product attributes), and GPS-NINJA (a vehicle-mounted GPS tracking device with embedded SIM for fleet management). These systems underpin a B2B wholesaler model in which tourism facilities, accommodations, and transport operators gain access to a network of partner travel agencies — including Nippon Travel, Rakuten Group, HIS, JALPAK, Kinki Nippon Tourist, and Peach Aviation — with NINJA centrally handling settlement and payment processing.

Revenue is generated through transaction-based service fees (typically 20% of booking value with minimum floors ranging from 550 JPY for hotel bookings to 11,000 JPY per international flight segment), plus fees for visas, tour guides, and travel consultation, alongside emerging subscription revenue from GPS-NINJA and payment processing via PAYMENT-NINJA. The company is privately held, founder-controlled by Representative Director Suzuki Catherine Mai, with registered capital of approximately 60 million JPY (9,990,000 JPY capital plus 50,000,000 JPY capital reserve) and no disclosed external venture capital funding.

Name

NINJA

Legal name

NINJA株式会社

Website

https://ninja.limited

Company type

Private

Founded year

2023

Operating status

Operating

Short description

NINJA株式会社 is a Tokyo-based First Class Travel Agency (License No. 2156) operating an integrated online travel platform covering hotels, flights, tours, and car rentals, supported by proprietary EC-NINJA, PAYMENT-NINJA, and GPS-NINJA systems and serving both individual travelers and partner travel agencies across Japan.

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Travel Agency Service Fees: NINJA charges handling/service fees for travel arrangement services including hotel bookings, transportation, tour packages, and visa processing. Fees range from 20% of total travel costs to fixed per-transaction fees (e.g., 550 JPY per hotel booking, 1,100 JPY per transport booking, 1,100 JPY per air ticket segment). Overseas travel services carry higher fees (e.g., 11,000 JPY minimum per international flight booking). Additional services include change/cancellation fees, concierge/tour guide fees, airport assistance, and travel consultation fees.
2. PAYMENT-NINJA Payment Processing: Revenue generated through the proprietary payment system PAYMENT-NINJA, which connects multiple EC systems to payment providers and routes transactions through optimal payment channels based on customer and product attributes. Provides payment services for the company's own platforms and potentially for partner businesses.
3. Wholesale Solutions for Tourism Providers: NINJA acts as a wholesaler (hallseller) providing tourism facilities, accommodations, and transport operators access to its network of partner travel agencies and operators, enabling thousands of travel agencies across Japan to carry the operators' travel products. NINJA centrally handles settlement and payment processing between facilities and travel companies.
4. Vehicle Management (GPS-NINJA): Revenue from the GPS-NINJA vehicle management solution, which provides real-time GPS tracking and fleet management for rental car and transport operators. Includes alert services for vehicle status, location, and operational parameters.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

NINJA fundamentally operates an integrated internet travel agency platform (ninja.limited) where consumers can reserve hotels, domestic and international flights, bus and package tours, car rentals, and other transport services, supported by a 365-day contact center. Layered on top is the tick.et e-commerce site for selling travel vouchers and tickets, plus a wholesale distribution channel that onboards tourism operators and routes their inventory through partner travel agencies.

Product overview

NINJA株式会社 operates as a next-generation travel technology (Travel Tech) company under the theme 'Next IN Japan'. The company offers a unified internet travel platform (NINJA) that bundles multiple booking services — hotel reservations, domestic/international flights, bus tours, planned tours, car rentals, and transport vehicle reservations — alongside travel information services. The portfolio is extended by proprietary sub-brands: tick.et (EC-NINJA-powered direct sales platform for travel vouchers and tickets), PAYMENT-NINJA (multi-channel payment processing system), and GPS-NINJA (vehicle-mounted GPS tracking device). Additional services include a 24/7 SNS-based customer support center, a wholesaler solution for tourism facilities, and a vehicle management solution for rental car operators. The company is registered as a First Class Travel Agency (No. 2156) and handles over 100,000 travelers annually.

Differentiator

Problem solved

Functional benefit

Products and services

• NINJA Internet Travel Site (ninja.limited) Integrated online travel agency site offering hotel reservations, domestic and international flight bookings, bus tours, package tours, car rentals, and transport reservations, with 365-day call center support for individual travelers in Japan.
• tick.et Dedicated e-commerce platform for selling travel vouchers, tickets, and related products online, operated as an extension of NINJA's distribution ecosystem.
• PAYMENT-NINJA Proprietary payment processing platform providing multi-method payment capability for NINJA's consumer bookings and B2B partner transactions.
• GPS-NINJA Proprietary GPS-based vehicle and fleet management system for tracking and managing NINJA's car rental and ground transport inventory.
• EC-NINJA Proprietary e-commerce platform underpinning NINJA's online travel and ticket sales channels, including tick.et and the B2B wholesaler distribution interface.
• Wholesaler Solution for Tourism Operators (ホールセラーソリューション) B2B distribution service that connects tourism operators (hotel, tour, transport, experience providers) with partner travel agencies, enabling partners to resell inventory through NINJA's network with PAYMENT-NINJA-powered settlement.
• 365-Day Travel Support Center Year-round contact center providing multilingual reservation and customer support via phone for NINJA's consumer and partner travel bookings.

Quantifiable outcome

• Handles over 100,000 travelers per year
• +1 more outcomes

Named customers13 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, major and significant.

• NINJAサービス株式会社 (NINJA Service Corporation)coreStrategic or Co-development Partner · 31 October 2024NINJAサービス株式会社 is a related corporation that partners with NINJA株式会社 on multiple services including bus tour reservation services (where NINJAサービス株式会社 accepts reservations and acts as agent for travel companies), transport vehicle reservation services, and GTM operations. The two companies work together as part of the broader NINJA group to operate the NINJA travel platform.
• 株式会社日本旅行 (Nippon Travel)majorChannel Partner/ Reseller/ DistributorNINJA provides travel products and services through Nippon Travel's distribution network. Nippon Travel is one of Japan's largest travel agencies, serving as a key channel partner for NINJA's wholesale travel products.
• 楽天グループ株式会社 (Rakuten Group)majorChannel Partner/ Reseller/ DistributorRakuten Group is a major e-commerce and travel conglomerate in Japan (operator of Rakuten Travel). NINJA collaborates with Rakuten Group as a distribution partner for travel products.
• HIS（グループ）(H.I.S. Group)majorChannel Partner/ Reseller/ DistributorH.I.S. Group is a leading Japanese travel agency group. NINJA provides travel products for distribution through the extensive H.I.S. retail and online network.
• 株式会社ジャルパック (JALPAK)majorChannel Partner/ Reseller/ DistributorJALPAK is a JAL-affiliated travel agency and one of Japan's largest travel wholesalers. NINJA partners with JALPAK for distribution of travel products.
• 近畿日本ツーリスト株式会社 (Kinki Nippon Tourist)majorChannel Partner/ Reseller/ DistributorKinki Nippon Tourist (KNT) is a major Japanese travel agency. NINJA collaborates with KNT for distributing travel products through KNT's nationwide branch network.
• Peach AviationsignificantChannel Partner/ Reseller/ DistributorPeach is a Japanese low-cost airline providing domestic and international flights. NINJA offers Peach flight inventory on its platform for customer booking.
• 株式会社欧州エキスプレス (Europe Express)significantChannel Partner/ Reseller/ DistributorEurope Express is a specialist in overseas travel, particularly European destinations. Partnered with NINJA to offer European travel packages and services.
• 株式会社はとバス (Hatobus)significantChannel Partner/ Reseller/ DistributorHatobus is a major bus tour operator in Japan. NINJA offers Hatobus tour products on its platform for direct consumer booking.
• 株式会社ホワイト・ベアーファミリー (White Bear Family)significantChannel Partner/ Reseller/ DistributorWhite Bear Family is a tourism service provider offering tour packages and travel services. Partnered with NINJA for product distribution.
• フジドリームエアラインズ (Fuji Dream Airlines)significantChannel Partner/ Reseller/ DistributorFDA is a regional Japanese airline. NINJA integrates FDA flight inventory into its booking platform for consumer access.
• 18 Travel Operators (Expanded Partnership)majorChannel Partner/ Reseller/ DistributorAs announced on October 31, 2024, NINJA expanded its product lineup by partnering with 18 travel operators, significantly broadening the range of travel products available on its platform. Specific operator names are listed in the PR announcement.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Booking.com: Global OTA with extensive inventory in Japan. Comparable as a multi-vertical online travel platform competing for the same inbound and outbound traveler demand NINJA targets.
• JTB (Japan Travel Bureau): Japan's largest traditional travel agency, covering domestic, international, and corporate travel. A benchmark incumbent whose scale and brand recognition define the competitive ceiling for Japanese travel agencies.
• Trip.com Group: Global OTA with significant Japan inbound and outbound operations. Comparable as a multi-product online travel platform with strong Japan market presence and far larger scale.
• Rakuten Travel: One of Japan's largest OTAs, operated by Rakuten Group — itself a NINJA channel partner. Directly comparable as a Japanese online travel booking platform spanning hotels, flights, tours, and rentals, but at vastly larger scale.

Direct peers

• Kinki Nippon Tourist (KNT): Major Japanese travel agency offering domestic, international, and packaged tours through a nationwide branch network. Direct peer as both a competitor and a NINJA channel partner.
• Ikyu.com: Japanese online travel agency specializing in hotel and ryokan bookings. Comparable as a digital-first Japanese OTA competing for the same hotel and tour booking demand.
• JALPAK: JAL-affiliated travel agency wholesaler and retailer. Comparable as a Japan-based travel wholesaler partnering with airlines and tour operators — overlapping directly with NINJA's wholesaler and packaged-tour business.
• H.I.S. (His Group): Major Japanese travel agency group and one of NINJA's largest channel partners. Directly comparable as a multi-product Japanese travel agency with both retail branches and online distribution.
• Jalan.net: Recruit-operated Japanese OTA with strong domestic travel and ryokan booking focus. Comparable as a Japanese internet travel platform serving consumer travel demand online.
• Nippon Travel: One of Japan's largest established travel agencies and a NINJA channel partner. Directly comparable as a multi-product Japanese travel agency distributing wholesale travel products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NINJALimited
• Instagraminstagram.com/nextinjapan

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NINJA