Post-Covid Travel Trends: South Koreans Opt for Luxury in the Skies
The surge in premium airline ticket purchases, particularly in business class, paints a new picture of post-Covid travel trends in South Korea. Data from Gmarket, one of the country’s leading e-commerce platforms, reveals a staggering 254% rise in business class bookings in 2023, a figure that stands 3.5 times higher than the previous year.
Unmasking the ‘Fly and Vacation’ Trend
Despite the economic challenges brought about by the pandemic, South Koreans are embracing the ‘fly and vacation’ experiences with a preference for more comfortable travel options. This trend has led to a significant shift in consumer behavior, with the latter half of 2023 witnessing a doubling of business class bookings to 68%, compared to 32% in the first half of the year.
A Glimpse into Preferred Destinations
When it comes to destinations, Vietnam has emerged as the top choice for South Korean business class travelers, accounting for 18% of the bookings. Thailand and Japan followed closely, with 16% and 12% of the bookings respectively.
Local Carriers Reign Supreme
Interestingly, a strong preference for domestic airlines among Koreans has been observed, with local carriers such as Asiana Airlines and Korean Air making up 51% of the business class bookings. This trend has triggered a response from the local airlines, which are now tailoring their marketing strategies to offer unique benefits and cater to evolving customer preferences.