What's the most effective strategy to attract foreign tourists to your property?
One of the biggest shifts in Korea's inbound tourism market lately? Visitors are getting younger. As K-content sweeps the globe, Korea is pulling in more Gen Z and Millennial travelers than ever before.
And younger travelers mean more FITs (free independent travelers) who search, compare, and book everything themselves on OTAs.
For hoteliers and property managers, the big question is obvious: Which apps are they actually using? Let's dig into what international visitors tap when they're planning a trip to Korea.
Where Do They Get Travel Info?
The Korea Tourism Organization surveyed individual travelers in their 20s to 40s who recently visited Korea. The study on major travel app trends and usage patterns gives us a clear picture of where they search for info and book accommodations.
The vast majority turn to global OTAs like Booking.com, Agoda, and Trip.com, plus accommodation-focused platforms like Airbnb and Hotels.com.
Social media and search engines — Instagram, YouTube, Google — are also major discovery channels for Korea travel content.
China, Japan, Taiwan… Which OTAs Do They Prefer?
So which OTAs do visitors actually use to book? Let's break it down by the top source markets from January 2024.
*Based on Korea Tourism Data Lab Inbound Travel Statistics (January 2024)
1. China — 280,035 visitors
Chinese travelers lean heavily on domestic OTAs like Ctrip (Trip.com), Qunar, and Fliggy. Global platforms like Booking.com, Airbnb, and Agoda show up too, but local players dominate.
Why? Local OTAs offer seamless Chinese-language service and travel content tailored to Chinese users. Convenience matters — and most said they'd keep using these platforms for future Korea trips.
2. Japan — 143,152 visitors
Japanese travelers use a mix of global OTAs and local travel apps. Agoda leads, followed closely by Booking.com.
Major Japanese platforms like HIS and Rakuten Travel are also popular — likely because they offer reliable Japanese-language service and trusted reviews.
3. Taiwan / Hong Kong — 93,589 / 25,755 visitors
Agoda dominates among Taiwanese and Hong Kong travelers. Booking.com, Trip.com, and Airbnb also see heavy use.
Why global OTAs? Travelers cited broad inventory, ease of use, and competitive pricing as key reasons.
4. U.S. / Canada — 61,754 / 13,400 visitors
North American travelers overwhelmingly prefer Airbnb and Booking.com.
U.S. travelers especially value trusted reviews and flexible pricing/cancellation policies — hallmarks of the big global platforms.
5. Southeast Asia — Philippines 26,908 / Vietnam 21,397 / Thailand 20,516, etc.
Southeast Asian visitors lean on Agoda and Booking.com for accommodation bookings. Airbnb also sees strong usage from travelers looking for local, immersive experiences.
Top reasons for choosing these platforms: wide selection, ease of use, flexible policies, and affordable pricing.
Just like we use Agoda, Hotels.com, or Yanolja when planning trips abroad, international visitors have their own go-to OTAs. If you want them to book your property, you need to be visible on the platforms they actually use.
ONDA data backs this up. Properties connected to more channels see significantly higher bookings. Hotels connected to 31+ channels saw transaction volume jump 127% and booking count rise 43% compared to properties on just a few channels.
The same pattern holds for guesthouses and other property types. More channels = more exposure = more guests. It's that simple.
In 2023, Korea welcomed 11.03 million international visitors — a return to pre-pandemic levels. With recovery accelerating from July onward, 2024 is shaping up to be even stronger.
As inbound tourism roars back, how well you attract international guests could make or break your year. Why not start listing on the OTAs your target travelers actually use — and start building those 5-star reviews today?