Expansion of Customized Themed Products with Segmented Preferences
Combining Sports Experiences like Trekking and Marathon with Travel
Products Reflecting Camping Atmosphere in Historical Exploration
The travel and leisure industry is expanding customized theme products that reflect consumers' preferences such as sports, camping, and historical exploration. This aims to target segmented demand from those who want to realize their individual tastes and gain satisfaction while enjoying travel.
According to related industries on the 29th, the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization analyzed social data, expert interviews, and surveys of domestic consumers over the past three years, finding that 55.4% of respondents wished for "one-point travel" focused on specific destinations and themes. The proportion of people who have experienced such travel was 35.2%.
The travel industry is introducing various hobby-linked products considering this trend. A representative example is Hana Tour's recently launched "Trekking in Asia" special exhibition for walking travelers. Destinations include Asia's representative trekking spots such as Nepal's Himalaya Annapurna Base Camp, Malaysia's Mount Kinabalu, Taiwan's Hehuanshan, Yushan, Xueshan, and Vietnam's Fansipan Mountain. For safe hiking, Korean-speaking trekking guides and Korean cuisine cooking teams accompany the trips, and winter sleeping bags are available for rent upon prior application.
Kolon Hotel sells two products year-round that reinterpret the history and traditional culture of Gyeongju, the thousand-year-old capital, in a modern style. First, users of the "Golden Moonlight of Silla" package can experience a 12-course royal meal and traditional royal tea based on records of King Gyeongdeok from the Samguk Yusa, as well as foot baths, in the penthouse "Jamiwon." The "Juda Byeolbangwa" package offers an afternoon tea set for two consisting of royal court snacks such as Oranda, traditional sweets, yanggaeng, rice cakes, and tea.
Phoenix Island Jeju operates the "Bulmeong Shwimeong" package with the theme of emotional "Campcance (camping + hotel vacation)" at Seopjikoji until March 31. This product allows guests to enjoy a campfire set up in the Agora while tasting various foods such as sake, fish cake soup, and roasted sweet potatoes. It operates daily from 9 PM to 11 PM with about five tables through advance reservation.
In addition, Chamjoeun Travel has prepared two travel products for sports enthusiasts departing on March 6 and 7 to participate in the "2024 Saipan Family Marathon." After completing the marathon, free time is provided, and after all schedules are finished, a banquet is held where participants gather from the awards ceremony to a party.
A travel industry official said, "We prepared customized products as demand to simultaneously satisfy travel and interests, such as 'Newritage,' which rediscovers traditional heritage in a way suited to the present era and finds enjoyable elements, and 'Sportscation (sports + vacation),' is prominent. We will continue to strive to lead the one-point travel market by providing differentiated experiences for each customer."
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