Should you be selling rooms on vertical travel apps?
Where did you book your last trip? Yanolja, Yeogi Eottae, Naver? Agoda, Airbnb? There's no shortage of booking channels.
For most travelers, it's simple: find the cheapest rate or the best deal. But if you're traveling with your dog or young kids, you need specifics. Does the property allow pets? Are there facilities for children? The search gets more deliberate.
As demand grows for "petcations" and family getaways with kids, a new breed of travel platforms is gaining traction: vertical travel services—apps that specialize in a single niche. If you run a dog-friendly pension or a kids' pension, these channels deserve your attention.
What Are Vertical Travel Services?
The term might sound unfamiliar, so let's break it down.
Vertical commerce combines "vertical" (as in: narrow, specialized) with "commerce." Instead of offering a wide range of products, vertical platforms focus deeply on one category—think pet supplies, not general retail.
Vertical travel services apply the same logic to travel: they curate accommodations and experiences around a single theme—pets, kids, camping, you name it.
Two standout examples in Korea: Ban-life (pet-friendly stays) and Nolbal ("Discovery of Play"—kids' pensions and family leisure activities).
As travel with pets and young children grows, these specialized platforms are drawing serious user attention. Even the big OTAs are launching dedicated pet and kids categories to chase this market.
Just How Fast Are They Growing?
New vertical travel apps keep launching. User adoption is climbing. The growth curve is steep.
According to ONDA data, revenue from vertical travel apps focused on pets, kids, and camping surged 92.31% year-over-year in 2023.
As demand for pet-friendly and family travel keeps rising, bookings through these specialized platforms will only increase.
Why Are Vertical Travel Services Taking Off?
1. They match intent better.
Vertical platforms only show properties that fit a specific travel style. Less scrolling, faster decisions, higher satisfaction.
2. Reviews are hyper-relevant.
Comments like "Great yard for a big dog to run" or "Pool's too deep for a five-year-old" are exactly what travelers need. Generic OTA reviews don't cut it.
3. They understand the niche.
Vertical apps don't just list rooms—they curate information, run targeted promotions, and offer features (filters, guides, FAQs) built around the specific needs of pet owners or parents traveling with kids.
Should You Sell on Vertical Travel Apps?
According to KB Management Research's 2023 Pet Ownership Report, 12.62 million Koreans live in 5.52 million pet-owning households. Pet travel is no longer a fringe market. Hotels, airlines, and travel agencies are all launching pet-friendly products.
Family travel demand is just as strong. Consumer Insight's December 2023 travel report found that households with young children had the highest rate of domestic overnight trips—both completed and planned.
More travelers will turn to vertical platforms to find properties that truly cater to their pets or kids. If you operate a dog-friendly or kids' pension, building a presence on these channels early—and accumulating great reviews—matters more than ever 😀