Launch of OTA Products Including Yeouido Pass and K-Beauty Pass
First Tourism-Focused Pass Introduced by a Domestic Department Store
Discounts at Major Tourist Attractions, Plus Shopping and Experience Benefits
Hyundai Department Store announced on March 2 that it will launch two tour passes for foreigners - the 'Yeouido Pass' and the 'K-Beauty Pass' - on March 6, in collaboration with online tour and activity platforms such as Klook and KKday, which specialize in tour and experience products (OTA·Online Travel Agency).
According to Hyundai Department Store, this is the first time a domestic retail company has planned and introduced a tourism-focused pass for foreign visitors on OTA platforms that bundles discounts for major tourist attractions, shopping, and experience benefits into a single product.
The Yeouido Pass is an urban experience course designed for foreign visitors to Korea, offering a compact itinerary that includes K-makeup experiences at The Hyundai Seoul, a Han River cruise, and a Yeouido hot air balloon ride. Pass holders can enjoy complimentary 'K-Idol Quick Makeup' and personal color consultation services at beauty stores such as MAC, HERA, and NARS located within The Hyundai Seoul. In addition to discounts on shopping at fashion stores and restaurants, they will also receive a complimentary beverage at Cafe H and gifts based on the amount purchased.
Furthermore, pass holders can enjoy the 'Seoul Cruise' departing from Yeouido Pier to take in the views of the Han River and the cityscape, as well as soar up to 130 meters above ground in the SeoulDal hot air balloon for a panoramic view of Seoul's skyline. The pass offers a 15% discount on the cruise and a 10% discount on the hot air balloon experience.
The K-Beauty Pass is a so-called 'K-Style Complete Course' that encompasses hair, makeup, and photography. Foreign visitors can receive a 10% discount on Korean-style hair styling and makeup services at six Hyundai Department Store locations - The Hyundai Seoul, Apgujeong Main Store, Trade Center Store, Sinchon Store, Pangyo Store, and Kintex Store - at salons such as Juno Hair, Quaphirst, and the premium Cheongdam salon Jennyhouse. In addition, a 10% discount is available at all four branches (Gangnam, Seongsu, Dangsan, and Hongdae) of Sihyeonhada, a unique photo studio popular among foreign tourists for its distinctive Korean-style ID photos.
The reason Hyundai Department Store has partnered with OTA platforms to create new travel courses in Korea is to quickly respond to the changing tourism trends among foreign visitors. According to the Korea Tourism Organization, 82.6% of foreign tourists to Korea in 2023 used OTAs prior to their trip. The company also took into account the growing demand from visitors seeking to experience the everyday life of Koreans, reflecting the spread of the 'Dailycation' (Daily+Vacation) trend that combines daily life with vacation.
Hyundai Department Store plans to further enhance its marketing strategies targeting foreign customers. Recently, the company collaborated with Incheon International Airport Corporation and the Visit Korea Committee to operate the 'K-Culture Transit Tour', which offers shopping and gourmet experiences at The Hyundai Seoul during transit layovers. In May, a pop-up space called 'Live Seoul' will open on the 6th floor of The Hyundai Seoul, where a K-Beauty brand pop-up event and a variety of experiences will be held for foreign visitors.
A Hyundai Department Store representative stated, "We created the tour pass to introduce Yeouido as a must-see tourist destination in Seoul for foreign visitors and to offer opportunities to experience K-lifestyle. We plan to continue actively developing various OTA-linked tourism content that combines shopping and experiences to attract more foreign customers."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
