Trip.com Reveals Korean Travel Trends as Overseas Trips Rise

Understanding the Shift in Korean Travel Trends

Travelers today are more connected than ever, with access to a vast array of travel options at their fingertips. However, this abundance of choices can lead to decision fatigue. According to recent data, travelers typically visit a booking app 20 to 24 times over 11 days, spending an average of two hours before making a reservation for an overseas trip. This process highlights the challenges of navigating through so many options.

To address this issue, Trip.com has introduced its curated ranking system, Trip.Best. This platform aims to simplify the decision-making process by offering verified lists of hotels, attractions, and restaurants. The system is designed to help travelers overcome choice paralysis and enjoy their trips more quickly and easily.

Introducing Trip.Best: A New Approach to Travel Planning

Trip.com recently held the "Trip.Best 2025: Korea Travel Trends Unpacked" event at the Paradise City in Incheon. This was the company's first road show event introducing Trip.Best, along with the latest data on travel trends. Justin Hong, general manager at Trip.com Korea, emphasized the importance of this initiative, stating that Korean travelers not only travel overseas more frequently than their Asian peers but are also highly responsive to new trends.

Koreans have become more diverse in their travel habits, with a noticeable increase in long-term travel to Europe and the United States. Additionally, there has been a surge in interest in themed hotels, with reservations for homestay-style hotels rising by 697% year-on-year and gourmet-themed hotels increasing by 242%.

Key Trends Shaping Korean Travel

The three keywords characterizing Koreans' trips based on Trip.Best's data are "more," "farther," and "more diversified." These trends reflect a shift in traveler preferences towards more extensive and varied experiences. Lee Hyo-sang, director of Trip.com Korea's Leisure Business Division, noted that in the past, people were satisfied with ready-made itineraries. Today, there is a stronger demand for personalized travel schedules.

Korean travelers are also showing greater interest in nighttime tourism, seasonal tourism products, and the quality of tourism infrastructure. This indicates a growing preference for unique and immersive experiences that go beyond traditional sightseeing.

Enhancing Travel Experiences with Technology

Trip.Best offers 13 themed attraction categories that update in real time. These categories use big data analysis of suitability and visitor numbers, as well as user and social content reviews both inside and outside the platform. The system also applies AI models and expert verification processes to ensure accuracy and relevance.

Inbound travel to Korea has also seen significant growth, with visitors primarily coming from China, Japan, Hong Kong, Taiwan, the United States, and Singapore. Seoul, Jeju, Busan, and Daegu remain top destinations, while Tongyeong in South Gyeongsang has emerged as a rising hotspot. Overseas searches for Tongyeong have increased by 326% compared to last year.

The Influence of K-Content on Travel Choices

The growing popularity of K-content has also influenced travel trends. Searches for the National Museum of Korea have increased by 34%, and reservations for Gyeongbok Palace have risen by 115% compared to last year. Other experiences such as traditional tea ceremonies and kimchi-making classes have gained in popularity, reflecting a deeper interest in cultural immersion.

As travel continues to evolve, platforms like Trip.Best play a crucial role in helping travelers navigate the complexities of planning a trip. By leveraging technology and data-driven insights, these platforms are shaping the future of travel and enhancing the overall experience for travelers around the world.