Hana Tour is set to expand its premium travel offerings and the inbound tourism market for foreign visitors under the leadership of new CEO Cho Jwa-jin. The company aims to broaden its business scope beyond traditional travel product sales and enhance services tailored to customer preferences and travel purposes, thereby securing new revenue streams.
On August 18, Cho presented the mid- to long-term strategy, titled 'Hana Tour Chapter 2,' to employees at the company's headquarters in Jongno, Seoul.
The core strategies outlined by Cho include: strengthening premium themed travel, developing an inbound platform based on K-culture, and implementing AI-driven digital innovation.
First, the company will intensify its focus on the premium travel market. It plans to expand themed products that reflect customer interests and enhance services throughout the entire process, from product planning to post-travel management. The goal is to offer differentiated products and services aimed at premium customers, who tend to have higher repurchase rates and loyalty.
Hana Tour will also actively pursue inbound business targeting foreign tourists. The company plans to expand its offerings centered around K-culture content, which has high demand overseas, including medical and beauty services, performances, gourmet experiences, and shopping.
Utilizing its domestic and international customer touchpoints, platforms, and local operational capabilities, Hana Tour aims to connect services that foreign tourists can use before arriving in Korea, during their stay, and after returning home, thereby broadening its inbound business scope.
AI will be applied across the business, from product planning to customer consultations and targeted marketing. This approach is expected to enhance operational efficiency while providing personalized services that reflect individual customer preferences and travel demands, aiming for both growth and improved profitability.
This strategy marks Cho's first mid- to long-term business plan since taking office. A graduate of Seoul National University with a degree in economics, Cho has accumulated approximately 35 years of experience in global consulting and the finance and card industries, leading initiatives in data-driven customer experience design and premium brand development.
Recently, Hana Tour introduced an executive officer system and appointed Cho as the representative executive officer. He plans to implement this strategy based on the company's travel business capabilities and customer data.
Cho stated, "Our first question should not be 'Where to go?' but 'For whom and for what purpose is the travel?' From now on, Hana Tour will transform from a company that knows the most about travel destinations to one that understands its customers the best."
* This article has been translated by AI.
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