The domestic travel industry is moving away from traditional package deals that bundled flights and accommodations. Instead, companies are focusing on building unique digital ecosystems to retain customers while promoting hyper-personalized themed products that cater to niche consumer preferences, such as pet-friendly travel and sports enthusiasts.
◆ Building Exclusive Customer Bases with Mobile Ecosystems and AI
Platform companies are leveraging their IT capabilities to establish exclusive customer bases. Kyowon Group's pet-friendly hotel, Kinok, has integrated a QR code-based pet identification registration and management feature through its dedicated app. This initiative aims to provide personalized services based on accumulated data, going beyond simple reservations.
Nol Universe has introduced a 'Chat Accommodation' service in the motel category, utilizing interactive AI named Nori. The AI handles routine inquiries in real-time, connecting users to partner operators only for more complex questions. This approach reduces wait times for users and alleviates operational burdens for partners, accelerating digital transformation.
◆ The Rise of the '2040 Enthusiasts' as Key Consumers
Major travel agencies are expanding their content-driven themed product offerings to capture the so-called 'enthusiast consumers' who immerse themselves in specific interests.
Modu Tour has launched a high-end baseball package that includes a Major League Baseball expert accompanying travelers throughout their trip, providing game previews and interactive programs. Despite the price nearing 8 million won per person, early bookings from passionate baseball fans have been strong. In a similar vein, the company has partnered with the social learning platform Runnable to create an all-in-one 'Run Trip' that combines participation in the December Mount Fuji Marathon with local travel.
In fact, Modu Tour's themed travel product booking rate surged by 65% in the first quarter of this year compared to the same period last year, with the 2040 generation making up 87% of users, establishing itself as a key demographic.
◆ Tailored Seasonal Products for High Value
The traditional short-distance market is also adopting a diversification strategy, moving away from a supplier-centric approach. In April, Modu Tour sent 19,556 travelers to China, marking a 31% increase from the previous year.
Demand for summer peak season bookings has skyrocketed by over 105%. In response, the company has refined its offerings, targeting the 2040 generation with urban culinary experiences in Shanghai and Qingdao, as well as desert experiences in Inner Mongolia, alongside traditional scenic products aimed at older travelers.
For Japan's Hokkaido, the company has developed a product that guarantees accommodation in the Biei area, where securing lodging during the summer peak is challenging, combining a relaxed itinerary with local cuisine for a differentiated high-value travel experience.
◆ Efforts to Discover Targeted Exclusive Products through Market Validation
There are active attempts to identify exclusive products by thoroughly validating market potential in advance. Hana Tour recently held a travel contest, raising the weight of 'product viability assessment' to 50% to evaluate marketability. This led to the selection of final proposals such as a 'Swiss ESG Train Journey' reflecting the values of a famous celebrity, a 'Daddy and Me Osaka' itinerary designed for affluent relationships, and a 'Small Salon Trip' combining wellness with single accommodations for customers over 40. These proposals will undergo product refinement and are set to be officially launched on June 1.
Industry insiders note, "The criteria for consumers choosing travel have shifted from simply 'where to go' to 'who to experience deeply with and what to do.' The ability of travel agencies to create high-quality itineraries that reflect customers' nuanced lifestyles will determine their survival in the market."
* This article has been translated by AI.
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