\"Our time has come again.\" Which travel trends are global OTAs betting on?
On November 1st, WiT Seoul 2022 — an online travel tech & marketing conference — brought together industry leaders under the theme "Hello New World." The message: let's get ready for what's next.
WiT (Web in Travel) has been running for 16 years across cities worldwide. It's where experts from Expedia, Google, Airbnb, and beyond gather to share trends and ideas shaping the travel industry.
With talk of new tech and shifting travel behavior post-COVID, ONDA had to be there.
The standout? A panel called "OTAs Transforming For The New World," featuring Korea leads from Booking.com, Agoda, Amadeus, and Trip.com. These are the players steering global travel. Here's what they're watching as the industry rewrites itself.
"Where are global OTAs placing their bets in the new travel landscape?"
First, let's talk about the rise of local OTAs during the pandemic — and the platforms now pushing into travel territory.
How Do Global OTAs View Local OTAs and Super-Apps?
The global OTA execs were candid: "During the pandemic, domestic travel surged — and we had to hand the mic to local OTAs." Services like Airbnb (which pivoted hard to local) and regional startups grew fast while borders stayed shut.
But now? They're feeling confident again. "As endemic sets in and Europe and North America reopen, demand will flow back to global OTAs," they said — predicting a comeback.
That said, they're not writing off local players like Yanolja or Hana Tour. "Local OTAs deeply understand their markets. You can't underestimate operators who adapt strategy to local demand."
The panel also weighed in on the super-app race — where taxi platforms and ride-hailing apps are now offering flights and hotels. The verdict? "Consumers might find it overwhelming. What matters is vertical service depth within a platform," not just horizontal sprawl.
Family Travel and the SNS Effect
Jay Lee, Country Manager at Agoda, called out two big post-pandemic shifts: the rise of family travel and the growing influence of social media.
According to Agoda's surveys, customers now place higher value on time with family. "We're seeing more family trips than before the pandemic — and this will only grow."
ONDA's own data backs this up. Our 2022 Q3 hospitality report (based on ONDA HUB's network of ~50,000 properties nationwide) showed accommodation sales jumped 165% year-over-year during Korea's Chuseok holiday — largely driven by family getaways.
Lee also emphasized that "travel content on social channels is increasingly shaping traveler decisions." Where to go, what to do — it's all being decided on Instagram and TikTok. User-generated travel content has become one of the strongest conversion drivers.
Korean hotels already know this. They're rolling out Instagrammable F&B menus, experiential activations, and photo walls. As Lee put it: "Travel is now a multidimensional experience — and that trend isn't going away."
Unique Experiences and Off-Grid Escapes
Todd Lacey, Area Manager for South Korea at Booking.com, observed that post-pandemic travelers have gotten more adventurous.
They're chasing novel food, local culture, and one-of-a-kind experiences — and they're willing to pay for it. He expects eco-friendly properties that offer off-the-beaten-path stays to thrive, especially among urban escapists.
Booking.com surveyed 24,000 travelers across 32 countries (including 1,000 Koreans) for its 2023 Travel Predictions Report. The finding: 55% want off-grid, nature-immersed travel. But here's the catch — over half still need internet access. Translation: Wi-Fi is non-negotiable, even in remote settings.
Global OTAs are also responding to longer stay patterns by introducing weekly and monthly rate plans. In Korea, MyRealTrip recently launched "Long Stay," a service tailored to extended trips — a sign this trend is real.
Sustainable Travel and App-First Strategy
Justin Hong, General Manager for Korea at Trip.com, emphasized that sustainability has become a priority post-pandemic.
According to surveys, over 70% of travelers are willing to pay more for sustainable travel options. In response, Trip.com, Booking.com, Expedia, and others have launched green travel features. But Hong stressed: "You have to give consumers choice." Forcing sustainability won't work — enabling it will.
Hong also noted Korea's exceptionally high mobile app usage. "Over 80% of Trip.com bookings in Korea happen on mobile," he said. "This aligns perfectly with global OTAs' app-first strategies."
The data agrees. A 2022 report from Korea's financial research institute found that mobile bookings now account for 58% of travel reservations — more than double desktop.
Personalization Through Data
Frederic Barou, Senior Vice President for Online Travel Companies (APAC) at Amadeus, stressed that data analytics will be key to delivering personalized travel experiences.
"You need to analyze global and local data to understand what's happening, what's driving travel, and how to connect with consumers," he said.
Barou also highlighted conscious travelers as an emerging segment — an extension of sustainable travel. These are people who check green certifications, buy from local artisans instead of mass-produced goods, and volunteer (think: plogging while jogging). They're travel's new power users.
What's Coming in the Next 3–5 Years?
The panel closed with a forward-looking question: which technologies will advance fastest in the near future?
Their answers: the metaverse (for immersive travel planning), advanced translation services (for seamless cross-border travel), fintech payment solutions, and AI-driven personalization powered by traveler data.
The surprising part? Much of this is already happening in Western markets. Global OTAs aren't speculating — they're preparing. And they'll move fast.
The pandemic rewrote the rules of global travel. If you don't track where the industry is heading — and if you can't respond quickly to shifting traveler needs — you'll hit another crisis.
Now's the time to ask: What do returning travelers want? And how do we get them to book with us?
※ This piece has been edited for clarity and flow. Some phrasing and sequencing differs from the original presentation.
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