Consumer Insight, Survey on Intentions to Use Travel Information Channels
Youtubers and Influencers Emerge as Trend with 'Real Experiences'
Preference for 'Experiences' Over Destination Introductions Increasing
Domestic travelers are increasingly using influential 'influencers' on social media platforms such as YouTube when planning their trips. This shift, brought about by the COVID-19 pandemic, has established these platforms as emerging leaders, replacing traditional major information distribution channels like travel agency applications and websites provided by local governments.
According to the weekly travel behavior and planning survey conducted by consumer research firm Consumer Insight, which surveys 500 people weekly (26,000 annually), 38% of the 6,022 respondents in the first half of this year expressed their intention to obtain travel information through YouTube when planning domestic trips. YouTube entered the top ranks immediately after recording a 33% usage intention rate among major information channels in 2020, the year COVID-19 emerged, taking first place. The rate increased to 39% in both 2021 and last year, maintaining its lead this year as well.
The second place was occupied by influencers' SNS, accounting for 30% of responses. SNS usage intention had remained around 26-27% since 2017 but rose to 32% in 2021 amid the pandemic, forming a dual leadership with YouTube.
In contrast, travel agency sites or apps (such as Naver Travel+ and TripAdvisor), which held first place before COVID-19, saw their usage intention drop from 36% in 2017 to 27% in 2020 and have since remained in third place. Official local government websites, known for their public nature, also declined from 27% in 2017 to 18% in the first half of this year, marking the lowest point in seven years.
Consumer Insight analyzed this change by stating, "Unlike in the past when travelers sought introductions and explanations about specific places or travel resources, they are now drawn to timely and vivid personal 'experience information'." They added, "This approach aligns well with the preferences of younger consumer groups such as the MZ generation (Millennials + Generation Z), who favor communication and empathy."
Personal experience information from 'specific individuals' has become a much more important criterion than 'specific places' when deciding travel destinations. On the other hand, the travel market contraction due to COVID-19 made it difficult for travel agencies and local governments to produce related content, creating a gap that influential individuals have filled.
Reflecting this trend, travel-themed broadcast programs, which previously featured celebrities or famous personalities as panelists, are now expanding content that prominently features travel-specialized YouTubers or influencers who have gained recognition through YouTube or SNS.
Choi Ji-hye, a research fellow at Seoul National University’s Consumer Trend Analysis Center, analyzed, "(Consumers) want 'curation' that allows them to immediately apply experiences that match their lifestyle or preferences in the travel sector without trial and error." She added, "There is a strong tendency to follow itineraries similar to those of influencers based on information obtained from YouTube or SNS." She further explained, "YouTubers and influencers emphasize their unique experiences rather than product sales, enabling them to try and embrace diverse content beyond what traditional travel agencies or public providers offer." She predicted, "The influence of these channels will continue in the future."
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