[Asia Economy Reporter Donghyun Choi] Hana Tour unveiled a new slogan and Corporate Identity (CI) reflecting the company's direction on the 20th.
Hana Tour has set "Shape Everyday Dreams" as its new mission and defined its reason for existence as "making the travels of all people who dream of traveling happier."
Beyond the "package" tours that have symbolized Hana Tour so far, the company plans to sell "travel" itself as a product, expanding the spectrum of travel to various purposes, forms, and companions. Additionally, it aims to expand its existing customer base to include the MZ generation (Millennials + Generation Z) and conduct tailored communication for each target group.
To appeal to customers in a friendly manner about Hana Tour's reason for existence, the slogan "Dream as You Wish, Unfold" was chosen as the main communication message. This conveys the meaning that there are no limits to dreaming about travel, and through travel, the experiences, thoughts, and worlds of all travelers can endlessly expand, with Hana Tour accompanying them. It also embodies Hana Tour's aspirations for its new travel services.
The newly introduced CI was also replaced for the first time in 11 years as part of these changes. Starting with hanatour.com and the mobile app, it will be sequentially applied to Hana Tour headquarters and official certified reservation centers from next month. The unique symbol of Hana Tour is expressed by a map representing travel and the letter "H," symbolizing Hana Tour, within it. The existing Hana Tour color, purple, is inherited as "hanatour purple," representing Hana Tour's premium travel services, expertise, safety, and trust, while "hanatour mint" signifies challenge, passion, excitement, and dreaming travel.
Hanatour.com and the mobile app have also been revamped. The plan is to evolve from a simple travel sales mall into a travel platform where users can create, enjoy, record, and share their travels. The UX will be improved by providing a refreshing card view and organized UI suitable for travel services. It will propose products and information for major travel destinations, personalized travel schedules, and also introduce a scheduler service that allows actual productization.
In addition, Hana Tour's live commerce "HanaLive" has grand opened, offering services to save, edit, and share travel records. Through a region-based open talk function, users can communicate with other travelers and experts, and an artificial intelligence (AI) recommendation service will be introduced to analyze individual travel styles and recommend travel destinations and products.
A Hana Tour official stated, "We intend to use this new change as a stepping stone for a leap forward in line with the rapidly changing trends in travel and the travel industry," adding, "Through new customer-centered products and services, Hana Tour will be with customers to make their dreamed travels happy."
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