The South Korean Digital Traveler

Summary

Although South Korea accounts for just 4% of both the total and online travel markets in the Asia Pacific region, gross bookings are climbing and the country is home to a population of mobile-savvy leisure travelers. Despite uneven economic gains, there are indications of pent-up travel demand, particularly among younger travelers.

Commissioned by Google, this report provides a detailed profile of the South Korean leisure traveler. Topics covered include:

• General purchasing trends
• Trip drivers and motivations
• Online shopping and booking behaviors
• Attitudes toward personalization and digital travel assistants