While the anticipation of travel brings joy, many South Koreans feel pressured by time during their trips. Notably, the percentage of Koreans experiencing time pressure and fatigue while traveling significantly exceeds the Asia-Pacific average.
Global travel platform Booking.com recently released findings from its 'Travel Happiness Index' survey, which included responses from 1,010 South Koreans among 10,136 travelers across the Asia-Pacific region. The survey examined factors contributing to travelers' satisfaction and the burdens they face during their journeys.
According to the survey, 88% of Koreans reported feeling happier simply knowing they have a trip planned. Additionally, 76% indicated that the anticipation of travel helps them cope with everyday stress, while 69% enjoy the process of planning their trips, surpassing the Asia-Pacific average of 60% by 9 percentage points.
However, the actual travel experience brings increased burdens. Fifty-two percent of Koreans reported feeling tired or exhausted during their trips, which is 23 percentage points higher than the Asia-Pacific average of 29%. Furthermore, 39% of respondents felt pressure to make the most of their travel time, nearly double the Asia-Pacific average of 20%. Additionally, 79% of Koreans reported experiencing at least one negative emotion during their travels, the highest among the surveyed countries.
Korean travelers identified natural scenery, food, and time spent with companions as their greatest joys while traveling. The enjoyment of appreciating natural landscapes was reported by 45% of Koreans, exceeding the Asia-Pacific average of 35%. Time spent with travel companions was valued by 35% (Asia-Pacific average 28%), and 32% enjoyed delicious food and drinks (Asia-Pacific average 26%). Sixty-five percent of respondents indicated that traveling with family is the most enjoyable, higher than the average of 59%.
This preference is reflected in travel planning as well. Seventy-one percent of Koreans prioritize including local cuisine and meaningful experiences in their itineraries, while 70% are willing to adjust their travel timing or destination based on discounts or promotions. Additionally, 66% expressed a desire to extend their trips for relaxation and rejuvenation.
When selecting accommodations, travelers tend to consider both cost and experience. Among those choosing various types of lodging, 34% cited value for money, while 21% appreciated the opportunity to experience local culture and communities more closely.
Despite concerns about safety and costs, travelers are not giving up on their trips. The main worries for Koreans include safety (43%), health and hygiene (40%), climate change and environmental risks (36%), rising prices (30%), and political instability (32%). Only 32% felt more confident about affording travel expenses compared to last year, lower than the Asia-Pacific average of 46%.
Nevertheless, 88% indicated they would prefer to adjust their plans rather than cancel their trips in the face of unexpected situations. The most common response was to choose a similar destination, with 29% opting for this, while 19% would postpone their trips, and 17% would adjust the timing or duration of their travels.
The survey also revealed that digital technology enhances the convenience of travel planning. Eighty-seven percent of Koreans believe that search engines, booking platforms, and AI-based tools make planning and booking travel easier. Seventy-two percent found these tools helpful for finding and comparing travel products, while 66% said they inspire the discovery of new destinations and experiences.
Trust emerged as a crucial factor during the booking phase. Ninety-one percent of Koreans feel more secure when booking through reliable platforms. Factors contributing to their sense of security include safe and trustworthy payment methods (40%), transparent pricing without hidden fees (36%), and user-friendly booking platforms (32%).
Laura Holdsworth, Managing Director for Booking.com in the Asia-Pacific region, stated, "The happiness of travel comes not only from where you go but also from the anticipation before departure, the people you travel with, and the confidence to adjust plans in unexpected situations. We aim to help travelers reduce the burdens of the planning process and focus more on their experiences at their destinations."
* This article has been translated by AI.
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