When travel patterns shift to 'no-normal,' what's your revenue strategy beyond the traditional high season?
There used to be an old saying in Korea's hospitality industry: "Make your year's earnings during peak season." The gap between high and low season was that dramatic.
Peak and off-peak seasons still exist, of course. But the gap is shrinking fast. Enter "no-normal" — a term Expedia popularized in its 2023 trend forecast.
Travelers are ditching the playbook. They're seeking out under-the-radar destinations, cultural immersion, wellness tourism, and outdoor escapes. They're booking accommodations with kitchens to cut meal costs.
In Korea, major hotels are partnering with lifestyle brands on special off-season packages. Travelers are deliberately avoiding crowds by visiting popular spots during the low season.
Domestically, "no-normal" has come to mean traveling off-peak to pursue personal interests — and it's getting stronger.
Look at data released April 17 by the Korea Tourism Data Lab:
The yellow line shows 2019 domestic tourist traffic. The blue line is 2023. In 2019, you see the classic July–August spike. By 2023? Much flatter. Demand is spreading out across the calendar.
ONDA's own data confirms it:
Regional pension revenue growth last year shows Gyeonggi-do and Jeju — Korea's tourism powerhouses — actually contracted. The main culprit? Pent-up overseas travel demand finally released post-COVID. Meanwhile, Chungnam, Gyeongbuk, and Jeonbuk all grew.
Bottom line: Summer's peak season dominance is fading. Second- and third-tier destinations are capturing more share.
ONDA partners are adapting. Some are flipping the script on peak season — treating it as a reputation-building window rather than a pure revenue play.
The strategy: Price below competitors during high season, maximize bookings, earn glowing reviews, and convert those guests into loyal off-season repeat customers. (We detail this approach in our case study: How to Actually Use ONDA Plus.)
In a no-normal world, what's your play?