{"id":252398,"date":"2026-03-23T17:19:02","date_gmt":"2026-03-23T08:19:02","guid":{"rendered":"https:\/\/tenbizt.com\/en\/news\/uncategorized\/2026\/03\/23\/2026-travel-trends-k-content-driving\/"},"modified":"2026-04-15T16:29:26","modified_gmt":"2026-04-15T07:29:26","slug":"2026-travel-trends-k-content-driving","status":"publish","type":"post","link":"https:\/\/tenbizt.com\/en\/news\/tour\/2026\/03\/23\/2026-travel-trends-k-content-driving\/","title":{"rendered":"2026 Travel Trends: How K-Content is Driving a 178% Surge in Domestic Travel Searches"},"content":{"rendered":"<p>Translation result. <\/p>\n<figure><img decoding=\"async\" src=\"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/03\/CP-2023-0112\/image-24557572-a57a-4ebe-9c1f-fe9084e17a12.jpeg\" alt=\"&nbsp; Photo\" \/><figcaption>&nbsp; Photo<\/figcaption><\/figure>\n<p>\u201cMore people are hunting for domestic spots they haven\u2019t seen yet, or traveling to new places introduced on social media. You can now easily spot foreign tourists even at local attractions like Biryong Falls.\u201d<\/p>\n<p>That\u2019s the travel trend Lee Jun-hwan, head of Agoda Northeast Asia, has been feeling lately. He joined Agoda Korea as country head in 2020 and, since last year, has overseen both Korea and Japan as the Northeast Asia lead. After managing global partner accounts and the Korea, Hong Kong, and Taiwan regions at Bloomberg LP, he now runs Agoda with data analysis and localization as his two pillars. I met him at Agoda\u2019s Seoul office to talk Korea market strategy and travel-industry trends.<\/p>\n<p>Inbound searches up 31%, domestic trip plans up 37% \u2014 both demands are rising together <\/p>\n<p>Agoda\u2019s platform data puts Korea\u2019s growth into sharp numbers. Comparing 2024 and 2025, searches for inbound accommodations increased by 31%, while the number of Koreans planning domestic trips jumped 37%.<\/p>\n<p>With inbound and domestic demand growing at the same time, Agoda is seeing a broadly positive trend in the Korean market. Korea and Japan, both in Northeast Asia, have become key growth drivers on Agoda\u2019s platform.<\/p>\n<p>Domestic travel demand within Korea has shifted dramatically. In a 2024 survey, only about 10% of Korean customers said they planned domestic trips for the following year. In 2025, roughly 50% said they were planning domestic travel.<\/p>\n<p>Demand for overseas trips is steady too. Searches for international destinations rose by about 30% over the same period. In short, travelers are discovering new domestic spots while also looking abroad \u2014 and both currents are growing together.<\/p>\n<p>Yeongwol searches surge 178% \u2014 K-content is reshaping travel choices <\/p>\n<p>Lee credits much of the market\u2019s growth to the influence of K-content. The success of the film The Man Who Lives with the King, released earlier this year, showed a clear impact in the data. After the movie\u2019s release (Feb. 4\u201325, 2026), searches for accommodations in Yeongwol, Gangwon Province, on Agoda rose 178% compared with the period just before release (Jan. 13\u2013Feb. 3). Korean searches climbed 183%, and foreign searches rose 67%.<\/p>\n<p>Where inbound travelers once concentrated on major Seoul hotels and well-known attractions, they\u2019re increasingly branching out beyond the capital. Travel has shifted from ticking off famous theme parks and taking snapshots to prioritizing hands-on, experience-driven trips.<\/p>\n<p>The ongoing global spread of K-pop and K-culture is also a positive factor. More people want to visit lesser-known spots, sample new foods, and try unusual activities. With a strong public-transit network, Korea is becoming an attractive, competitive destination for experience-seeking travelers.<\/p>\n<p>We started with motels \u2014 and foreign visitors began booking them too <\/p>\n<p>One standout element of Agoda\u2019s Korea strategy is its motel-booking service. It\u2019s rare for global OTAs to treat motels as an official product. Lee describes the move as a result of localization that produced an unexpected payoff.<\/p>\n<figure><img decoding=\"async\" src=\"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/03\/CP-2023-0112\/image-a9580b44-1ba3-43b5-81fb-cb56c2721383.jpeg\" alt=\"&nbsp; Image created by AI tool related to article content \/ Bing Image Creator\" \/><figcaption>&nbsp; Image created by AI tool related to article content \/ Bing Image Creator<\/figcaption><\/figure>\n<p>The motel offering began as a service tailored to the Korean market. Today, many foreign visitors to Korea are using it as well. While Koreans often distinguish motels from hotels, international travelers see motels near subway stations \u2014 with budget-friendly rates and quick check-in\/check-out \u2014 as perfectly attractive lodging options.<\/p>\n<p>Enhancing services for Korean customers has, in effect, widened choices for global customers too. Lee stresses that Agoda\u2019s localization isn\u2019t about tweaking one feature.<\/p>\n<p>Even in big meetings where we ask, \u201cWhat should we do for the global market?\u201d the real question at rollout becomes, \u201cWhat best serves Korean customers?\u201d That focus drives decisions: adding KakaoPay, Naver Pay, and Toss Pay; switching to Naver Maps; and using fonts that improve readability for Korean users. Localization runs across the whole service.<\/p>\n<p>Picking comedian Lee Su-ji as a Korean brand ambassador followed the same logic. A familiar face helps deepen connections with Korean users and clarifies Agoda\u2019s motel strategy.<\/p>\n<p>AI fuels price competitiveness \u2014 savings flow back into lower prices <\/p>\n<p>Budget matters: 53% of Korean travelers cite price as a key factor, so Agoda emphasizes \u201creasonable prices\u201d as a core value. Lee points to AI as the structural basis of that competitiveness.<\/p>\n<p>Even when searches are made under the same conditions, results can differ by access time and user profile because Agoda personalizes results using individual preferences and past data. This boosts booking conversion rates and strengthens relationships with partner hotels, enabling more competitive pricing.<\/p>\n<p>Automation is also expanding in customer service. Where staff once handled every check manually, automated systems now deliver faster, more efficient responses. The cost savings from these efficiencies feed back into price competitiveness \u2014 a virtuous cycle Agoda calls its \u201cDeal Master\u201d strategy.<\/p>\n<p>Personalization is advancing too. Through a partnership with Samsung Wallet, Agoda will let users add hotel and flight reservations directly to Samsung Wallet and will let flight details show on the lock screen.<\/p>\n<p>Different passport ownership rates mean different platform strategies <\/p>\n<p>Overseeing both Korea and Japan, Lee pointed to an unexpected metric: passport ownership rates.<\/p>\n<p>About 60% of South Koreans hold passports, while Japan\u2019s rate is roughly 17%. That partly explains why domestic travel demand tends to be higher in Japan. It\u2019s less a matter of disposition and more about each market\u2019s preferred travel style.<\/p>\n<p>But he emphasizes that localization is critical in both markets. In Japan, services must be tailored to Japanese users; in Korea, to Korean users \u2014 all while ensuring international tourists don\u2019t face friction.<\/p>\n<p>Localization and partnerships \u2014 the twin pillars <\/p>\n<p>Asked about Agoda\u2019s top priority for 2026, Lee\u2019s answer was straightforward.<\/p>\n<p>Agoda\u2019s priority is to offer customers the broadest possible range of products and price points. That requires deep localization. Partnerships are equally essential: the more stable and expansive the partner network, the more diverse and competitively priced products Agoda can deliver.<\/p>\n<p>Looking ahead, Lee expects demand for localized experiences to keep growing. Delivering products that meet those needs through innovative technology will be a decisive competitive edge across the OTA industry, Agoda included.<\/p>\n<p><span>\u25b6 Lee Jun-hwan, head of Agoda Northeast Asia: Yeongwol searches jumped 178%&#8230; experience-focused travel, proven by data<\/span><\/p>\n<p><span>\u25b6 Dig up dinosaur fossils and explore the museum after hours&#8230; Lake Queensland Dinosaur Week opens in May<\/span><\/p>\n<p><span>\u25b6 A desert that resembles Mars and the Moon&#8230; Utah Office of Tourism introduces &#8216;planet landscapes&#8217; road-trip destinations<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Domestic travel interest is rising, with more visitors exploring new locations and attractions like Biryong Falls.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_thumbnail_url":"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/03\/CP-2023-0112\/image-24557572-a57a-4ebe-9c1f-fe9084e17a12.jpeg","footnotes":""},"categories":[278096],"tags":[],"class_list":["post-252398","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tour"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2026 Travel Trends: How K-Content is Driving a 178% Surge in Domestic Travel Searches<\/title>\n<meta name=\"description\" content=\"Domestic travel interest is rising, with more visitors exploring new locations and attractions like Biryong Falls.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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