Hana Tour Live Commerce Attracts 22 Million Cumulative Visitors Last Year

"HanaLIVE" Sees 56% Year-on-Year Growth in Cumulative Transaction Value
Industry's First "LIVE Subscription Service" Introduced
Podcast Commerce Program "Travel Interference" to Launch in March

Hana Live broadcast screen. Provided by Hana Tour.

Hana Tour's in-house live commerce channel, "HanaLIVE," has continued its stable growth, recording a cumulative 22 million visitors last year.

Hana Tour announced on the 23rd that HanaLIVE's cumulative transaction value grew 56% year-on-year, leading the company to expand its broadcast schedule from four times a week to five. HanaLIVE aired more than 350 shows over the course of last year, demonstrating stable capabilities in content operation.

Performance was particularly strong in live broadcasts linked to the large-scale second-half promotion "Big Hana Tour Fair," which coincided with the summer vacation season and the Chuseok holiday. During this period, the number of new members brought in through the broadcasts increased by 274% compared to the previous month's average, and in the fourth quarter the channel also recorded its highest annual sales.

Based on these results, Hana Tour is strengthening interactive elements such as comment events and purchase-verification events, extending customer stay time and enhancing HanaLIVE's competitiveness as a live channel that enables two-way communication.

In November last year, Hana Tour launched the industry's first LIVE subscription service. The LIVE subscription service sends automatic notifications when a broadcast that matches a customer's selected regions of interest and product types is scheduled. After linking the subscription service, the number of broadcast notification requests increased by 123%, and the company plans to continuously expand exclusive benefits for subscribers, such as travel tip content and secret shows.

In addition, Hana Tour plans to newly launch a visible radio-style podcast commerce program titled "Travel Interference" this coming March, and to strengthen its live commerce competitiveness by sequentially introducing various formats that combine new technologies, including virtual live broadcasts.

A Hana Tour representative said, "HanaLIVE has established itself as a live channel that interacts with customers based on two-way communication, maintaining steady growth," adding, "We will continue to advance our services, focusing on strengthening subscriber-only content and benefits for HanaLIVE."