5 things to know about the Korean digital traveler

1. Nine in 10 Korean travelers own a smartphone and roughly half of those users booked a flight/hotel via smartphone in the past 12 months.

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2. Mobile further shifts the balance of online power in favor of intermediaries.
3. Speaking of intermediaries, OTAs play a leading role in the South Korean online travel market. Roughly two thirds of leisure travelers typically use an OTA for flight/hotel shopping and just under half typically book via an OTA.
4. Airlines have been more successful than hotels at driving travelers direct for both shopping and booking.
5. The South Korean leisure traveler population skews older compared to markets like China.

Commissioned by Google, The South Korean Digital Traveler 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

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