--- title: "Why Data-Driven Pricing Matters More Than Ever" description: "Top 10 hospitality news stories — week five of September" published: 2022-09-30T06:30:00+00:00 author: "ONDA 편집팀" category: "Insights" image: "https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65cedc04fbcbc0ee1e0220fd_Frame_22.jpg" canonical: https://global.onda.me/en/blog?slug=deiteoe-gibanhan-gaegsil-gagyeog-caegjeongi-jungyohan-iyuneun locale: en --- # Why Data-Driven Pricing Matters More Than Ever > **1\.** [**FIVE TRAVELER TRENDS SHAPING THE FUTURE OF ACCOMMODATIONS | Phocuswire | 2022.09.28**](https://www.phocuswire.com/SiteMinder-survey-identifies-five-key-trends-in-travel-booking?utm_source=eNL&utm_medium=email&utm_campaign=Daily&oly_enc_id=5156A8982123J3Z) Hotel platform SiteMinder says inflation won't stop people from traveling — and the blurring of business and leisure will push the industry forward. According to its Changing Traveller Report, **the top reason guests return to a hotel is value for money**. 53% of travelers now spend more time searching for good deals than they did two years ago. **The takeaway? Ditch guesswork. Price your rooms with smart, real-time data.** Hotels also need to understand which regions and channels generate the most revenue — not just how competitors price their rooms. Fliggy's senior advisor for international strategy [made a similar point](https://corp.onda.me/insight-content/tourism-connect-week-fliggy): competitive and market analysis should be core to pricing in hospitality. **Data-driven pricing is no longer optional. It's table stakes.** --- > **2\.** [**Sustainable Travel Consumer Report from Trip.com Group reveals deeper understanding of the sustainable trip, identifies opportunities for travel industry | PR Newswire | 2022.09.26**](https://www.prnewswire.com/news-releases/sustainable-travel-consumer-report-from-tripcom-group-reveals-deeper-understanding-of-the-sustainable-trip-identifies-opportunities-for-travel-industry-301633015.html) Trip.com's Sustainable Travel Consumer Report found that **8 out of 10 travelers recognize the importance of sustainable travel**. **For OTAs, this is a major opportunity.** 50.7% of travelers want platforms to clearly flag sustainable travel options. 93% would consider booking on a platform that offers them. 67.7% said they're willing to pay more to include sustainable choices in their trips. **The sustainable travel trend is here to stay — and it's profitable.** --- > **3\.** [**올해도 '플랫폼 국감'…야놀자·여기어때 소환 \[국정감사 2022\] | 시사오늘 | 2022.09.29**](http://www.sisaon.co.kr/news/articleView.html?idxno=143381) **Yanolja and Yeogi Eottae have been summoned as witnesses for this year's parliamentary audit.** They'll face questions about alleged illegal activity and excessive commission fees. One lawmaker's office said, "Minors aren't legally allowed to share rooms overnight — but booking apps make it way too easy." Of the 2 million+ coupons used during Korea Grand Sale, [8,893 were used by minors](https://www.sedaily.com/NewsView/26B4UVWQA5). Last year, Yanolja pledged to cut some fees after being criticized for high commissions and ad costs. The industry says not much has changed. **This audit could push real reform.** --- > **4\.** [**TRAVEL APP BOOKINGS UP 16% AS CONSUMERS EMBRACE DIGITAL SOLUTIONS | Phocuswire | 2022.09.27**](https://www.phocuswire.com/travel-app-bookings-up-16-percent-as-consumers-embrace-digital-solutions?utm_source=eNL&utm_medium=email&utm_campaign=Daily&oly_enc_id=5156A8982123J3Z) PYMNTS surveyed 15,000+ consumers across 11 countries and found: **travel app bookings rose 16% in Q2 as digital adoption accelerated**. Travel and hospitality led the pack in digital transformation. The biggest jumps? Flight apps and sites (+15.8% QoQ), ride-sharing apps (+15% QoQ), and home-sharing platforms (+13.3% QoQ). Meanwhile, an August report from Amadeus says **consumers rank travel as their top discretionary spending priority**. 42% plan to prioritize international trips next year, with average spending around $2,670. --- > **5\.** [**"드디어 일본 간다"…엔저·무비자 입국 허용으로 여행 수요 '폭발' | 세계일보 | 2022.09.26**](https://www.segye.com/newsView/20220925507265?OutUrl=naver) **Asian countries are rolling back entry restrictions.** Japan will [allow visa-free entry starting October 11](https://event.stibee.com/v2/click/NTU3MDAvMTIwMTczNC8yMDMv/aHR0cHM6Ly9tb2JpbGUubmV3c2lzLmNvbS92aWV3Lmh0bWw_YXJfaWQ9TklTWDIwMjIwOTIzXzAwMDIwMjM3ODgjX2VubGlwbGU), and Hong Kong has [scrapped hotel quarantine](https://www.dailian.co.kr/news/view/1155716/?sc=Naver) after two years. For Korea, Japan is the dream. A weak yen + no visa = booking surge. Modetour saw a 140% week-over-week jump in Japan bookings (Sept 14–22). Hanatour reported a 777% increase in daily Japan bookings compared to August. One travel agent said Japan accounts for over 30% of all Korean outbound travel. **The yen and visa news just opened the floodgates.** --- > **6\.** [**"숙박비 깎아 드려요"…4만원 받은 여행객들 46만원 쓰고 갔다 | 머니투데이 | 2022.09.28**](https://news.mt.co.kr/mtview.php?no=2022092809182776371) Korea Grand Sale (a domestic travel stimulus campaign) just released its results. **1.04 million tourists used the discount coupons, generating 2.55 million total visitors.** Total trip spending hit ₩489.4 billion. That's ₩463,000 per traveler on average — **11 times the average subsidy of ₩41,000**. 76% of spending went to regions outside Seoul and Jeju, hitting the campaign's goal of reviving local economies. 92.6% of survey respondents said the coupons improved their trip quality, and 95% said it helped ease pandemic-related stress. **The program was a win for travelers and the industry.** --- > **7\.** [**개천절·한글날 황금연휴 트렌드는…"단기·근거리 여행 선호" | 연합뉴스 | 2022.09.28**](https://www.yna.co.kr/view/AKR20220928054700003?input=1195m) Yanolja and Interpark analyzed bookings for Korea's October long weekend (Oct 1–10). The trend? **Short trips, close to home.** 82% of travelers planned 1-night stays. Top regions: Gangwon-do (25%), Busan (20%), Gyeonggi-do (19%). Top property types: hotels (43%) and pensions (36%). **Drivable distance from Seoul still dominates.** For outbound, 3-night/4-day packages led with 44% of bookings. Top destinations: Vietnam (23%), Thailand (11%), Japan (10%). **Short holiday = short trips. Proximity wins.** --- > **8\.** [**MZ 세대는 여행도 도전적으로, 액티비티 여행의 증가 | Sometrend | 2022.09.21**](https://some.co.kr/contents/detail/x2RHTLPe?startPage=1&cornerType=ALL) A survey by Frip (an activity platform) found that **72.4% of Gen Z and Millennials plan to do activities on their trips**. In Q3 2021, activity bookings surged: surfing +170% YoY, camping +160% YoY. The Korea Culture & Tourism Institute says travelers now care more about *what they did* than *what they saw*. Travel agencies are catching on. Hanatour launched ["expert-guided theme tours"](http://news.heraldcorp.com/view.php?ud=20220928000290) — photo tours, art tours, influencer-led trips. 40.1% of bookings come from people in their 20s and 30s. **Hotels should think beyond beds. Activities = memories = repeat guests.** --- > **9\.** [**에어비앤비 호스팅 총괄 "한옥 카테고리 만들 가능성 있어" | 연합뉴스 | 2022.09.29**](https://www.yna.co.kr/view/AKR20220928128100003?input=1195m) **"Korea is a beacon for Airbnb,"** said Catherine Powell, Global Head of Hosting. Q2 2022 nights booked in Korea rose 20% YoY — and 60% versus 2019. Global searches for Korea are up 150% YoY. **Korea's growth is outpacing most markets.** Airbnb added 50+ property categories in May, including Japan's ryokans. Powell said **hanok (traditional Korean houses) could become a category soon**. "Hanok is a very popular platform on Airbnb. The possibility is still there." **We're rooting for hanok to get its own spotlight.** --- > **10\.** [**닐슨미디어코리아, 해외 여행·숙박 앱 8월 순 이용자 수 전년 대비 평균 91% 증가 | 뉴스와이어 | 2022.09.26**](https://www.newswire.co.kr/newsRead.php?no=951995) Nielsen Media Korea reports: **travel and accommodation app users surged 91% YoY in August**. Top 5 by monthly active users: Yanolja, Yeogi Eottae, Agoda, Airbnb, Skyscanner. All saw major growth year-over-year. **Yanolja and Yeogi Eottae have the highest share of exclusive users** — a sign of strong loyalty to Korean platforms. **Yanolja also had the highest overlap with other apps.** Users of Airbnb, Agoda, and Skyscanner often use Yanolja too. That's market power. --- ⚠️ All rights reserved. Cite this piece as 'ONDA (온다)' when quoting.