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Fueled by a high incidence of domestic and international travel, along with strong mobile and Internet penetration among consumers, South Korea's travel industry has bounced back from the global economic downturn. Located off the northeastern tip of China, South Korea (the Republic of Korea) is renowned worldwide for brands such as Hyundai, LG and Samsung. It is also an important and growing consumer market in Northeast Asia, boasting a large middle class with significant disposable income.
Despite the country's small population compared to its neighbors China and Japan, the Korean consumer should not be discounted. This Spotlight examines the South Korean travel market, where shifting consumer behavior and technology adoption are reshaping a landscape long dominated by traditional travel agencies and tour operators.
Table of Contents
A Mature Tiger
Purpose and Methodology
Travel Back on Track: Air and Lodging
Domestic vs. Outbound Travel
Gearing for the Online Wave
Market sizing estimates are built from resources such as government statistics, public filings of listed companies and select third-party data. They are based in U.S. dollars (US$) and converted from local currencies at the average rate for the period represented. In addition, PhoCusWright conducted several interviews with suppliers and intermediaries operating in Korea.