What changed in travel after COVID-19?
An 18-Year MICE Veteran's Take on Hospitality
02. How COVID-19 Reshaped Travel Trends
Writer: Shin Sung-chul, CEO, Moment Studio
Editor: Lee Chae-eun, Manager, ONDA
Last time, we talked about how to position your property. We also touched on the importance of following trends. So—how has the travel and tourism industry actually changed? And how should hotels adapt?
If you're reading this, you've probably asked yourself:
"What if COVID never happened?"
"What if the travel industry had kept growing through 2020 and 2021—where would we be now?"
I've thought about it too. I launched a travel and tourism business on December 20, 2019. Exactly one month later—January 20, 2020—Korea reported its first COVID case. I'd be lying if I said I haven't wondered whether things would've been easier without the pandemic.
But here's the thing: if you can't change the situation, you face it and adapt. That applies to everyone in hospitality—hotels, resorts, guesthouses, all of it.
To keep pace with trends, you first need to understand what's changed. So—how did COVID reshape travel?
Post-COVID Travel Trends
1. Domestic travel exploded
Outbound Korean travelers dropped from 28.71 million in 2019 to 4.22 million in 2020, then 1.22 million in 2021. Unable to go abroad, people turned to domestic travel as the default option.
According to Consumer Insight, domestic travel during the 2020 summer season declined only 9.5%p year-over-year—a surprisingly mild drop given the circumstances. By 2021, it had already bounced back.
More interesting: destinations diversified. The traditional hotspots—Jeju, Busan, Gyeongju—remained popular. But we also saw surges in Gangneung, Sokcho, Yeosu, Geoje, Yangyang, and other secondary destinations.
2. From "going" to "staying"
With so much pent-up demand flooding the domestic market, popular properties became impossible to book. Want a weekend in Sokcho? Try booking one or two months out. SNS-famous date spots are packed year-round.
Another emerging trend: "living" somewhere for a week or a month. Remote work made location flexible. People began leaving crowded cities for longer-term stays in quieter locales.
One-night getaways didn't disappear. But weekly and monthly stays gained traction—and they're unlikely to fade even post-pandemic.
3. The rise of luxury domestic travel
Pre-COVID, pool villas screamed "luxury"—something you'd book in Bali, Phuket, Thailand. Then the pandemic hit. Koreans redirected their overseas vacation budgets to domestic luxury stays. Pool villas became the new hotness.
Two standout success stories: Yeosu (Jeollanam-do) and Pohang (Gyeongsangbuk-do). Yeosu leveraged its Mediterranean-like coastline to draw luxury seekers. Pohang capitalized on drama filming locations and ocean-view floor-to-ceiling glass villas.
Hotels chains with high-end properties also benefited, obviously.
4. Activities are back
Domestic travel used to center on relaxation and food. Now Koreans are chasing activities—ziplines, paragliding, surfing—experiences once reserved for overseas trips.
Local governments helped. Ziplines and paragliding popped up across the country. Surf shops appeared at virtually every beach. People now travel domestically for the activities, not just scenery.
Hiking, in particular, crossed generations—from Baby Boomers to Gen Z. Mountains are packed every day of the week. Outdoor apparel brands saw corresponding revenue spikes.
5. From direct consumption to content consumption
Pre-pandemic, we traveled on a whim. "Let's fly to Japan for udon" wasn't a joke—it was Tuesday. Through 2019, overseas trips felt effortless. Then COVID shut everything down. Direct travel evaporated.
YouTube travel creators exploded instead. Take Panicbottle: 300K subscribers when the pandemic started. Two years later? 1.22 million—a 4x jump. Kwaktube, Ttrangquilo, Czech Je—all saw massive growth.
These creators specialize in "armchair travel" content. Stuck at home? Live vicariously.
One more data point: research from my travel content platform Sesiganjen found that 79% of armchair travel viewers watch videos about places they've already been—out of curiosity or nostalgia. Only 21% watch to discover new destinations.
And it's not just video. Photo-driven content on Instagram and other platforms is just as powerful. A single striking shot can make a property go viral.
Gangneung's Haslla Art World blew up thanks to its circular photo spot. Daegu's Susung Hotel became famous for its rooftop infinity pool. One Instagram-worthy image can introduce your property to thousands.
Travel has become vicarious. Content is the experience for many people now.
The travel landscape shifted dramatically. If you haven't studied these changes—and the pandemic suddenly ends—you won't revert to 2019. You'll face another set of changes on top of these.
Yes, marketing matters. But the core of hospitality is the stay itself. Focus on improving the guest experience. Ask: How do we attract today's travelers—not yesterday's?
📖 Series Index
01. How Do You Define Your Property?
02. How COVID-19 Reshaped Travel Trends
03. The Endemic Era: Value-for-Experience Over Value-for-Money