Episode 4 of our Essential Pension Playbook series dives into hanok pensions. With Airbnb launching a dedicated hanok category, demand is heating up. Here's what ONDA's data reveals — plus operational tips you can use today.
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Welcome to Episode 4. This time, we're talking hanok pensions.
Airbnb co-founder Nathan Blecharczyk said that staying in a hanok is reason enough to travel. In 2023, Airbnb made hanok the centerpiece of a major platform upgrade.
Hanok is the first traditional housing style worldwide to get its own Airbnb category. With that kind of spotlight, demand for hanok pensions is only going up. Let's look at what ONDA's data says.
How Are Hanok Pensions Selling?
In 2022, hanok pensions processed roughly ₩4.9 billion in total transactions. Average daily room rate: ₩143,567.
Which channels drove those sales?
Naver still leads. But international channels are pulling real weight too.
Given Airbnb's hanok push, if you run a hanok pension, connecting to international OTAs this year isn't optional — it's essential.
Facility Maintenance: Can't Skip This
Cleanliness matters everywhere. But hanok maintenance demands extra care. Wood structure = vulnerable to moisture, pests, and fire. Here's how to stay ahead.
1. Cleaning
- Avoid harsh alkaline or acidic cleaners. They damage wood and earthen walls.
- Use pH-neutral detergent. It cleans gently without stripping surfaces.
2. Maintenance
- Airflow is everything. Ventilate often.
- Keep moisture out. If water seeps into floors, use sealant or protective mats.
- Wood and stone attract bugs and mold. Check window screens regularly. Stock insect repellent.
Marketing Tips for Hanok Pensions
According to a 2021 online survey by Korea's Overseas Culture and Information Service, 83.4% of respondents said they're most interested in "experiencing traditional Korean culture."
If your guests choose a hanok, give them something to do there. That experience becomes your marketing content.
Here are three traditional experiences you can deliver easily:
1. Tea Ceremony
Offer a tea set and a welcome tea service. A simple ritual in a hanok setting? Unforgettable.
2. Traditional Clothing & Accessories
Japanese ryokans provide yukata. You can do the same with hanbok loungewear and traditional rubber shoes (gomusin). Add small Korean craft items for ambiance. Foreign guests love this kind of tactile immersion.
3. Korean Flavors
Serve a proper Korean breakfast. If full meal prep isn't feasible, offer traditional snacks (hangwa) instead.
These three touches alone can lift guest satisfaction — and turn your property into something guests remember and share.
Where Do International Travelers Book Hanok Pensions?
Walk into COEX Starfield Library on a weekday afternoon. It's packed with foreign tourists snapping photos.
Inbound tourism jumped more than 5x in 2022 compared to 2021. K-content fans want "Korean experiences" — hanok included. So where do they book?
Package tour groups get assigned hotels. But FITs (free independent travelers) search and book on Agoda, Airbnb, Booking.com. Increasingly, they're using Google Hotels too.
Among ONDA's top 5 hanok pensions by revenue, all five list on international OTAs. More channels = more visibility = more bookings. Don't leave money on the table.