In a post-covid society, travel posts seem to conquer our media as overseas trips have become a norm globally. Selfies, sunset beaches, and posing guides all quickly get saved as our inspiration for the next trip. Desperately looking for or even spreading advice on what is best; as if we’ve lived in that destination all our lives.
But do we all think about travelling the same? It’s easy to forget that every country has different visa requirements, even if it’s for a short holiday. So when you’re trying to cater to such a variety of people. We all know how the locals can find our businesses but is it just as easy for tourists? Or have they been overwhelmed by merely choosing a destination?
South Korea is no exception. While South Korea is a famous travel destination amongst international tourists, where are South Korean travelers going for their holidays? What do they consider and look for when going overseas? Where and how can we engage with them?
What does your average Korean Traveler look like?
South Koreans are eager to travel; both internationally and domestically. Like many other travelers, it is significantly more popular to travel with friends or loved ones than alone. This almost 90% difference between having a companion or not. Influences the peak travel period of August and December and causes the age range to be even across the board.
Around 60% of South Korean Travelers are from the surrounding Seoul (Sudokwon) area. A similar number of survey respondents were office/skilled workers.
However, South Koreans’ priority to enjoy this time away is evident in overseas spending. This being said, there are a lot more considerations to be taken before finalising where the next holiday is.
Top 5 Considerations for Overseas Traveling South Koreans post COVID:
- Cost (40.8%)
- Attractions (36.4%)
- Safety/Security (30.2%)
- Food (21.6%)
- Distance (19.2%)
Generally, these were the top 5 considerations South Korean travelers made for their overseas trip. While cost, attractions and safety are the top considerations for international travel. Being in a familiar environment, domestic travel prioritises similar considerations of attractions, cost and food.
With the ideal holidays time being 4-5 days, a destination’s cost for what could be experienced heavily factored into decision-making. Specific areas are chosen based on transport, safety and shopping. There was an obvious priority cultural or local activities and food that differ from their culturally rich dense home. Overall, South Korean travelers want a reminder of home but a taste of a whole new life.
How to reach this audience:
- Make a reservation/payments convenient (34.4%)
- Have a trusted app/site (27.9%)
- Reservations are at the lowest price (26.2%)
Across the travel sector, South Korean travelers consider convenience, trustworthiness, and cost the most when searching and booking their holiday plans. In that sense, Naver is the stand out platform, sitting at 32.6% preference while runner up Klook sitting at 13.1%. With Naver’s everyday use, it has become a familiar, trustworthy platform.
Across the travel sector, South Korean travelers consider convenience, trustworthiness, and cost the most when searching and booking their holiday plans. In that sense, Naver is the stand out platform, sitting at 32.6% preference while runner up Klook sitting at 13.1%. With Naver’s everyday use, it has become a familiar, trustworthy platform.
In depth knowledge of where your tourists are coming from and their thought processes can greatly affect your brand image. By researching and simply making the planning stage a little easier, it significantly contributes to your brand’s success before the South Korean market has even stepped in your doors.