Quick summary:
- Korean travel habits for your advertising in Korea
- Koreans like travelling to famous cities or countries
- Longer stays in one city per travel are the go-to
- Trips and activities are well planned in advance and most are are rest-oriented
- Visiting restaurants and exploring gastronomy is the most popular activity
In this first part of a three part series we would like to take you on the journey of how Koreans plan their travels overseas, what they focus on when choosing their destination and how they spend their time once they arrive. Every person has their unique traveling style, but on some aspects Koreans can agree on. Continue reading to find out what those are and how advertising in Korea plays an essential role in planning a trip overseas.
Where to, for how long and what to do: A Korean’s preferred travel style
When Koreans decide on travelling overseas, deciding on the desired destination often results in a famous city or country they want to visit. Once they decide, Koreans prefer to take their time and only put down one destination per trip to explore. Most 20- to 40-year-olds agree that they would rather stay longer in one place during one trip than travel around. This is not always the case for 60-year-olds where the majority would rather split up their travel into smaller chunks, staying in one place for a shorter period of time but using their full travel time to visit multiple places.
One thing all Koreans agree on: travelling overseas is all about planning. Before their plane even lands at their travel destination, Koreans already know how they will spend their time during their stay. Vacations are planned out, accommodations booked, activities scheduled and little is left to chance. No matter the theme of the trip, Korean travellers know where they want to go and why and make sure in advance that they can enjoy their time overseas to the fullest. Here, advertising in Korea can be one of the main influences on a person’s decision of what to include in their travel agenda since research takes up quite a bit of time before the trip.
While sightseeing sure plays an important role in travelling to famous destinations, most 20- to 40-year-olds would tell you that travelling is also mostly about relaxation. Rest-oriented travel is very popular and for most Koreans it is the preferred way of spending their time overseas. Unless you ask people in their 60s who would reassure you that tourism is the main interest in travelling to a different country and that famous sites, buildings and their history make for the best part of their travels.
Make Korean travel interests a part of your advertising in Korea
Just because everyone likes to plan does not mean that all plans look the same. While almost all would most certainly agree that restaurants and gastronomy are one of the top priorities while travelling, this is especially true among 20- and 30-year-olds. Exploring local cuisine and getting to know a city or country through its food is for sure one of the most enjoyable ways of getting the local experience.
Staying on the theme of relaxation, family time at a water park, visiting hot springs or enjoying a coffee at a café is one of the main reasons for 20- to 40-year-olds to travel. For them, leaving the country can be a lovely escape from their busy work schedules and long list of every day tasks they need to tend to at home. Vacation time represents the opportunity to step away from it all for a few days and to recharge on energy while appreciating a whole new environment.
Those who on the other hand cannot just sit still during their travels are 60-year-olds. For them, exploring a country’s history and culture through visiting famous landmarks and getting a tour at historical sites is all part of the real fun of travelling. To make the most of this opportunity, booking a package with a travel agency is often the first choice which presents a wonderful opportunity for companies to place their advertising in Korea.
Conclusion
While not everyone would be a fitting travel companion to just anyone, common themes do still stand out as a well-liked framework for travelling abroad. Being aware of these approaches and preferences can make your advertising in Korea even more effective. These factors can help you determine what target audience you can best appeal to with what you have to offer.
Want to find out more about which destinations are go-to choices for Koreans or what channels are used to find the ultimate accommodation and activity schedule for travelling overseas? Make sure to check out part 2 and part 3 of our series on travelling overseas or contact us to find your best strategy for advertising in Korea.
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